Research On The Impact Of Social Media Online Reviews On Consumer Information Adoption In Social E-commerce

The progress of Internet technology has contributed to the prosperity and development of e-commerce.After years of development,the growth of traditional e-commerce has gradually slowed down.At the same time,social e-commerce based on social media has gradually become a new growth point in the field of e-commerce thanks to its advantages in both e-commerce and social media.Social e-commerce is the abbreviation of social electronic commerce and the integration of social media and e-commerce.With the extension of social network and the popularization of smart devices,social media platform has gained a large number of user groups,which can effectively reduce the customer acquisition cost of business activities and provide convenience for the development of e-commerce.Social e-commerce has ushered in the outbreak period in recent years.Online reviews are an important access for consumers to obtain information about goods or services,and information adoption refers to the identification and use of information.Faced with a large amount of online reviews,which information can affect consumer behavior,and how to choose valuable online reviews to guide consumer consumption decision-making is highly important both for consumers and for businesses,making the adoption of online reviews a hot topic in the field of e-commerce.Social media online review is the evaluation of products or services released by users on social media platforms.In traditional e-commerce research,scholars have attached great importance to online reviews on e-commerce platforms.When it comes to online reviews on social media,little attention has been paid;Furthermore,relevant research has been mainly carried out from the perspective of third-party reviews.In the context of the rapid development of social e-commerce,the importance of social media online reviews has significantly highlighted.At the same time,due to the close integration of social media and e-commerce,social media online reviews can directly affect business and consumers,which requires us to employ a new perspective to study social media online reviews.There is no doubt that social e-commerce has the attribute of social interaction.Thus,social media online reviews in social e-commerce are more socially interactive and degree of self disclosure of related parties is higher,compared with the previous online reviews.Thesechanges directly or indirectly affect the information adoption of online reviews by consumers,and then affect consumer behavior.Therefore,it is necessary to explore the impact of social media online reviews on consumer information adoption from the exclusive perspective of social e-commerce,and suggestions should be provided accordingly for businesses to promote the healthy development of social e-commerce.In this context,this paper,based on the theory of information adoption and from the perspective of social e-commerce,explores the influencing factors of social media online reviews on consumer information adoption and the interaction of these factors.Based on the previous research on the influence factors of online reviews on consumer behavior,this paper puts forward the main factors of online reviews on social media influencing consumer information adoption intention of social e-commerce: the quality of online reviews,reviewer's credibility,relationship strength,product involvement and consumer perceived usefulness.On the basis of information adoption model,this paper constructs its own theoretical research model with online comment quality,reviewer's credit and relationship strength as independent variables,product involvement as the moderating variable,perceived usefulness as the intermediary variable,and information adoption intention as the dependent variable.A questionnaire for social e-commerce consumers was compiled by using the existing mature scale.Under the premise of small-scale test,the questionnaires were further optimized,and were distributed online and offline assisted.A total of 355 valid questionnaires were collected in one month.SPSS25.0 and AMOS23.0 software were used to analyze and verify the valid data.The conclusions are as follows:(1)The quality of online reviews,the credibility of reviewers and the strength of relationships are all positively influencing the information adoption intention of social e-commerce consumers;(2)Perceived usefulness plays an intermediary role in the impact mentioned above;(3)Product involvement plays a regulatory role in the impact of online review quality and reviewer's credibility on perceived usefulness.On one hand,this research could enrich the research on social e-commerce,on the other hand,it could broaden the research perspective of online reviews,and contribute theoretically to the research on e-commerce.At the same time,according to the above theoretical research results,this paper also provides some suggestions on how to use social media online reviews reasonably to improve business performance.In this sense,this study is of practicalsignificance as well.