The Influence Of Social Interactions With Strangers On The Social E-commerce Use Intention And Behavior Based On UTAUT2 Model

Social e-commerce applications can acquire new users through social media with lower costs compared with traditional e-commerce.However,after people complete the task of helping their acquaintances get coupons by downloading social e-commerce,they just leave it unused or uninstall it.What interesting is that,a period of time passed,they gradually start using it.For this phenomenon,what are the factors that influence the use and non-use of social e-commerce? A mixed research was conducted in this paper.At the beginning,this paper noticed a theory expansion of the Unified Theory of Acceptance and Use of Technology(abbreviated as UTAUT2)model,through a primary search on literature in this field.Thus,this paper adopted qualitative research and quantitative research approaches to study the phenomenon in social e-commerce.Then,this paper studied 16 consumers' use intention and use behavior of social ecommerce by using semi-structured interviews,according to the outline modified from the model.Through the analysis of the interview results,this paper put forward three blocks of research hypotheses.First,whether the social influence of acquaintances and strangers had relevance to the use intention of social e-commerce.Secondly,whether the UTAUT2 model was applicable in the use of social e-commerce.Finally,whether personal innovativeness has a moderating effect on the relationship between performance expectation and use intention as well as effort expectancy and use intention.In this paper,346 valid questionnaires were collected.And the hypotheses were tested by quantitative analysis method.The results showed that the social influence of acquaintances has a significant impact on social e-commerce use intention,while in the social influence of strangers,the strangers,these people,do not have an impact on the use intention,but the word-of-mouth information from strangers spread in the network has an impact on the use intention of social e-commerce.Other independent variables in the UTAUT2 model,performance expectation,effort expectation,facilitating conditions,hedonic motivation,price value,and habit are significantly related to the intention of use.Facilitating conditions and habits are also directly and significantly related to use behavior.Personal innovativeness has a significant moderating effect on performance expectation,effort expectation and use intention of social e-commerce,but the moderating effect is weak.The contribution of this paper lies in researching the social interaction when using social e-commerce in the era of mobile Internet,and studying the possible social impact of various social interactions.The social influence of strangers impacts the use of information technology.Theoretically,it enriches the discussion of social interaction and social influence.It is proposed that in the current society,the use of information technology should consider the influence from strangers.In a summary,this paper further expands the UTAUT2 model.