Research On The Impact Of User Relationship Strength On Purchase Intention In Social E-commerce Platform

Although the traditional shopping method meets the needs of consumers to a certain extent,the disadvantages of its geographical and time restrictions are gradually exposed.The popularity of the Internet in China has made it possible for the vast potential group of consumers of goods not only to purchase goods face-to-face through traditional shopping methods,but also to purchase their favorite goods through numerous networks.The rise of Internet shopping not only compensates to a certain extent the significant shortcomings of traditional shopping methods in terms of time and geography,but also provides a wide range of products for consumers.However,the continuous development of online shopping platforms has gradually exposed its disadvantages.The most serious of these is that there is no close contact between consumers and goods in the online shopping platform,so little information is available about the product.As a result,the products purchased have a large gap with their own expectations,and consumers 'online shopping purchases Willingness has a certain effect.Therefore,a detailed discussion of the specific influencing factors of consumers' purchase of goods in the Internet online shopping platform has attracted widespread attention from scholars.Therefore,this paper is based on the theory of strong and weak consumers and the perceived risks of consumers,combined with the stimulus-body-feedback model,from the external information and individual cognition to explore the consumer willingness to buy goods in the socialized e-commerce platform.Influencing factors.The research results show that the external information(relationship strength and social interaction)of consumers in socialized e-commerce platforms has a correlation between perceived risks to individual consumers and individual perceived risks to consumers' willingness to purchase goods.And the 10 research hypotheses proposed in this study have been fully verified,and the significance level of all path coefficients has reached a significant level.It shows that consumers in socialized e-commerce platforms can communicate with different degrees of communication and exchange by virtue of their relationships with relatives,friends and reviewers of related products,so that they can collect more real information about products,thereby further increasing consumers.Individuals' perceived usefulness and perceived value,thereby reducing self-perceived risks,and more conducive to increasing the willingness of consumers to purchase goods in social e-commerce platforms,that is,the strength of relationships and social interactions between consumers in social e-commerce platforms Significantly influence purchase willingness through individual perceived risk,perceived usefulness,and perceived value.