Research On The Influence Of Consumers' Purchase Intention In The Context Of Social Commerce

With the acceleration of the Internet network construction process,China's Internet industry is still in the stage of continuous development.The development of social media and social platforms in the Internet industry is improving day by day.At the same time,the development of e-commerce is more mature,but also constantly looking for new sources of profit.The mode of combining socialization with business has gradually attracted people's attention.Social platforms have brought fresh blood to business,and business has also expanded the functions of social platforms.In the context of social commerce,consumers can share recommended product information,evaluate products and interact with merchants or other members of social platforms through social platforms.The social activities that these consumers engage in speed up the process of product trading.At present,there are risks of products,information and finance in the context of social commmerce,such as Some consumers may not accept social commerce,or the consumer to the merchants engaged in social commerce can provide the satisfactory products will remain skeptical,so we need to enhance consumer trust in social commerce,thus improving consumer purchase intention.Therefore,it is great significant to understand which factors affect consumers' purchase intention and the influence of trust antecedents on consumers' trust in the context of social commerce.Based on the theory of valence,this study constructs a research model of the influence of consumers' purchase intention in the context of social commerce from the perspectives of perceived risk,perceived benefit,and explores the influence of three trust antecedents on consumer trust in the context of social commerce from the perspectives of cognition-based,emotion-based and personal characteristics.In addition,this paper also analyzes the mediating role of consumer perceived risk and consumer trust in the context of social commerce.Data was collected by questionnaire survey,and data was analyzed by SPSS Statistics21.0 and AMOS25.0software.The results show that consumers' perceived risk,perceived benefit and consumer trust have a significant impact on consumers' purchase intention in social commerce.This article verifies information quality,professional,relationship strength,interaction frequency,disposition to trust and online shopping experience for consumers trust has significant positive correlation in the context of social commerce,but also to verify information quality,professional,relationship strength,interaction frequency and online shopping experience for consumers perceived risk has significant negative correlation,In the context of social commerce,consumers' trust tendency does not have a significant negative correlation with consumers' perceived risk.In other words,consumers' trust tendency cannot have a direct impact on consumers' perceived risk,but completely influences consumers' perceived risk through the intermediary role of consumers' trust.The results also confirm the mediating role of consumer perceived risk and consumer trust in the context of social commerce.