Research On The Influence Of Content-related Features Of Content E-commerce On Consumer’s Purchasing Decisions

With the continuous development of social e-commerce,content e-commerce,a new e-commerce model,has gradually attracted attention and attention.More and more people are joining content e-commerce and becoming content creators.Understanding the influence of content-related features in content e-commerce on consumers’ purchasing decisions can not only help content e-commerce platforms and content creators to create higher-quality content,attract more consumers and obtain higher benefits,but also enrich theoretical and empirical studies in the field of content e-commerce.The first chapter of this dissertation firstly introduces the research background,and then defines the concept,clarifies the research questions and methods through sorting out the relevant literature at home and abroad,and establishes the research framework of the full text,and finally clarifies innovation points.The second chapter introduces the four research theories,and explains why and how to use these theories.Based on the domestic and foreign research review in chapter 1 and the theoretical basis in chapter 2,this dissertation proposes 15 research hypotheses in chapter 3,and constructs a research model on the influence relationship between content-related features,perceived value,perceived trust,trust tendency and consumer’s purchasing decisions.The content-related features studied in this dissertation include 2 features of content creators(professionalism and popularity)and 4 features of content itself(personification,interactivity,diversification of forms and timeliness).In the fourth chapter,through orthogonal experiment design,8 situational questionnaires were generated for investigation,and 241 valid questionnaires were finally collected.In chapter 5,reliability test,validity test,model evaluation and path test are performed on the collected data by means of SPSS Statistics 24 and SmartPLS 3.0,and by using partial least squares structural equation model.The results showed that a total of 12 hypotheses passed the test,3 hypotheses did not pass the test,and then the results were discussed.The last chapter draws the research conclusions of this dissertation:the professionalism of content creators,the personification of the content,the interactivity of the content and the timeliness of content can significantly positive influence on consumers’ perceived value and perceived trust,which can largely positive influence on consumer’s purchasing decisions;The popularity of content creators has no significant positive impact on the perceived value of consumers,but it has a significant positive impact on the perceived trust of consumers,so it can only positively affect the consumer’s purchasing decisions to a certain extent.The diversification of content has no significant impact on consumers’ perceived value and perceived trust,and therefore no impact on consumer’s purchasing decisions has been found.Then,according to the research conclusion,suggestions for content e-commerce platforms and content creators are proposed,and the contributions and future research prospects of this dissertation are clarified.The contributions of this research are as follows:i)through the investigation of relevant literature on content e-commerce and social e-commerce,the concepts and models of content e-commerce and social e-commerce are explored,and the differences and connections between them are clarified in the research review part;ii)this dissertation empirically studies the influence of content-related features in content e-commerce on consumer’s purchasing decisions,which not only increases the research topic in the field of content e-commerce,but also enriches the theoretical and empirical research in the field of content e-commerce;iii)a model of the influence of content-related features on consumer’s purchasing decisions is constructed,which provides a research framework of "content-related features--consumer perceptionconsumer’s purchasing decisions" for subsequent studies focusing on the construction of content e-commerce platform in the field of content e-commerce;iv)some valuable conclusions are obtained through empirical analysis,and constructive suggestions are put forward for content e-commerce platforms and content creators based on industry practices and the results of this research,which are conducive to the development of content e-commerce industry.