Research On The Influence Mechanism Of It Affordance On Users’ Purchase Intention In Online Social Commerce

In the background of the digital economy,Internet information technology and social media technology continue to develop and integrate with innovation,which has spawned a new business model of social business that is booming.As a branch of traditional e-commerce and an extension of innovation,social commerce is supported by unique technical functions,constantly attracting users to participate and create value.Therefore,it is of great significance both in theory and practice to clarify the effect of technological functions in the social commerce platform and to reveal the formation mechanism of users’ social commerce purchase intentions from the perspective of technical characteristics.This paper mainly focuses on the IT affordance of the technical functions and its effect in the specific social commerce context,and its concrete realization process mechanism.Based on the review of the existing literature and related theories,this paper puts forward a theoretical model of IT affordance,social support and users’ purchase intention.The concept of IT affordance systematically interprets the technical characteristics of social commerce from different aspects in six dimensions.From the perspective of IT affordance,this paper discusses its influence on users’ purchase intention of social business,and attempts to study the mediating role of social support in this process from the two dimensions of information support and relationship support.In this paper,the questionnaire design and data collection were conducted through questionnaire survey and interview research methods,and SPSS20.0 and Smart PLS 3.2.8 statistical software were used to conduct an empirical analysis of the 621 valid questionnaires recovered.The results show that among the six dimensions of IT affordance,all five dimensions except visibility have significant positive effects on information support,while all five dimensions except metavoicing have significant positive effects on relationship support.At the same time,except that the intermediary effect of information support on visibility and purchase intention and the intermediary effect of relationship support on metavoicing and purchase intention is not significant,all other intermediary effects have passed the test,and are part intermediary effects.Based on the results of empirical analysis,through in-depth discussion of the reasons for the results and existing problems,this article finally puts forward practical policy recommendations from four aspects combined with practice.