Research On The Influencing Factors Of Continuous Usage Behavior Of Users On Social E-commerce Platforms

Social e-commerce platform is one of the emerging e-commerce forms in recent years.It combines the advantages of social media and e-commerce to enable users to enjoy social interaction while also buying goods.In recent years,with the rapid development of social networking e-commerce,opportunities and challenges coexist,the social networking ecommerce industry has entered the Red Sea period,market competition is fierce,and user needs are diversified.It has been difficult to achieve leapfrog development solely by relying on population dividend,and the continuous attention and use of users have become the focus of competition for social networking e-commerce platforms.Therefore,social e-commerce industry needs to constantly adapt to market changes,to meet user needs,improve user satisfaction,increase user stickiness,in the fierce competition to break tight encirclement,realize the next business realization.This paper probes into the influencing factors of users’continuous use behavior based on social e-commerce platform,which is helpful to provide enlightenment and guidance for social e-commerce users.This paper mainly discusses the factors that influence the continuous use behavior of social e-commerce platform users.Firstly,this paper summarizes the literature related to social e-commerce and continuous usage,and defines the concept of social e-commerce platform and the connotation of continuous usage.Secondly,based on the initial model and the theories of ternary interaction determinism and perceived value,this paper constructs a model of influencing factors of social e-commerce platform users’ continuous use behavior.The initial model of grounded research is divided into four dimensions:individual characteristics(self-efficacy,expectation for results,and subjective norms),perceived factors of users(perceived value,perceived cost,perceived risk).social factors(social interaction,trust,and interaction atmosphere),and platform factors(information quality,system quality,and service quality).In combination with social cognitive theory,the independent variables of the theoretical model are divided into two levels:individual(individual characteristics,perceived factors of users)and environment(social factors,platform factors),which directly affect the continuous use behavior of users at the behavioral level.Finally,a questionnaire was formed around the design of the measurement scale covering all factors,and a survey was carried out.350 valid questionnaires were obtained by screening and statistical analysis of the collected data.In the process of data analysis,the hypothesis testing steps were mainly used SPSS27.0 and AMOS 28.0 software to analyze the reliability and validity of the data obtained,and the structural model was tested to verify the feasibility and effectiveness of the research model.Based on the data analysis and verification results,the following conclusions were drawn:subjective norms,result expectation,perceived value,perceived cost,perceived risk,social interaction,trust,interaction atmosphere,information quality,service quality and system quality have significant positive impact on the continuous use behavior of users,while the self-efficacy has no significant impact on the continuous use behavior of users.Based on the empirical study and in combination with the content of the interview materials,the following suggestions are given on how to promote the continuous use of users on the social e-commerce platform and better operation of the platform:(1)Develop a socially sharable business strategy;(2)Optimize the user feedback mechanism and provide quality services;(3)Improve the content quality and optimize the interaction atmosphere;and(4)Improve the relevant specifications and requirements and regulate the business environment of the social e-commerce platform.