| As a new business model,the social commerce formed by the combination of e-commerce and social media is more and more favored by users.In 2017,China's online shopping transaction scale reached 6.1 trillion yuan,among which the penetration rate of social commerce retail reached 16.4%.Iresearch.com which is a company dedicated to market consulting shows that in the next few years,although the growth rate of Chinese online shopping market transaction scale will weaken,the penetration rate of social commerce will increase year by year.It can be seen that the development momentum of social commerce is strong,more and more users are willing to achieve the purchase intention by participating in social business activities.This paper attempts from the social construct of social commerce website design to analyze the factors affecting the social commerce website users' purchase intention and regards the website's forums,communities and off-site sharing as sharing constructs,regards the website users' ratings and reviews as evaluation construct,regards the website live broadcast as live broadcast construct,Based on those,this paper will study the process of social commerce website's interaction constructs stimulate users cognitive involvement and affective involvement and promote users' purchase intention.This paper defines the concept of social commerce website's interaction constructs through literature analysis,and makes Taobao users as survey objects to collects data through questionnaire survey method,and analyzes the influence of social commerce website's interaction constructs on users' purchase intention.This paper analysis users' personal characteristics who participate in the survey by SPSS 22.0,compared with the composition of the structure of China's netizens to verify the reliability and universality of the survey data sources.Use Smart PLS 2.0 to verify the reliability,validity and significance of the measurements and hypotheses,comparative analysis the interaction constructs of social commerce website stimulate the user cognitive involvement and affective involvement and promote the extent to which the users'purchase intention.This paper analyzes the influence of the interaction constructs of female users and young users under the age of 25 on the process of influencing users'purchase intention through influencing users' cognitive involvement and emotional involvement on social commerce websites,and puts forward some suggestions to websites and merchants based on the research results.In the process of participating in the activities of the website,users of social commerce websites constantly learn and make decisions based on the behaviors of other users of the website.As the external environment of the website,interactive constructs stimulate users' cognitive involvement and emotional involvement,thus prompting users to make purchase decisions.In addition,different interactive constructs of the website affect the degree of users' involvement,and the degree of users' involvement affects the purchase intention is also different.The degree of influence of website constructs that affect social presence is in order:user reviews,website live broadcast,user rating,forums and communities,and off-site sharing.The degree of influence information support is in order:user reviews,user rating,forums and communities,off-site sharing;The degree of influence affective support is in order:user reviews,forums and communities,website live broadcasting,off-site sharing and user rating;The degree of influence familiarity is in order,website live broadcasting,forums and communities,off-site sharing,user rating and user reviews;The degree of influence closeness is in order,website live broadcasting,off-site sharing,forums and community,user rating and user reviews;The degree of influence the purchase intention of users is in order,closeness,information support and social presence.Based on the above research conclusions,this paper believes that social commerce websites should maintain their reputation through industry standards and internal supervision,and constantly optimize their interactive constructs through technological innovation to attract more users to participate in website activities.Web merchants to ensure product quality and service quality to improve the utilization rate of user interaction on site and stimulate the user through forums and communities,off-site sharing with other users to share product information,encourage users to use reviews and rating Shared shopping experience,improve word of mouth and user satisfaction,cultivate customer loyalty,stimulate the user's cognitive involvement and emotional involvement,facilitate users to buy. |
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