Research On The Influence Of User’s Social Sharing Behavior On Purchase Intention

In daily life,people often feel that they are inadequate in some way because of some external stimuli,and then they feel self-threatening.In order to get rid of this state,reduce the gap between the real self and the ideal self,and maintain the important self-concept from being destroyed,individuals usually take compensatory consumption behavior to deal with it.In addition,with the development of the Internet,businesses find that when social media users share product information on social platforms,it will have a positive impact on others’ purchase intentions,so more and more businesses encourage consumers to share socially.Research shows that information sharing through social media is also an important way for individuals to convey symbolic symbols to others,which can strengthen consumers’ self-identity.Based on this,this paper wants to explore how individuals in self-threatening situations will affect their subsequent purchase intention by sharing information on social media platforms from the perspective of the same subject’s consumption behavior.Based on the predecessors’ literature and practical experience,this paper explores the influence of social sharing behavior on purchase intention under the situation of self-threat,and puts forward that self-identity is an intermediary variable through further research,and expounds the internal psychological mechanism behind this influence.Furthermore,the study also introduces the strong-weak relationship attribute of social media,and analyzes whether consumers’ purchase intention will be different when sharing information on social media platforms with different strong-weak relationship attributes.In this paper,three experiments are carried out to verify the hypothesis,and the experimental results are analyzed by SPSS software.The specific research results are as follows:First,when consumers are in a self-threatening situation,individuals who have social sharing behavior will reduce their purchase intention compared with those who have not.Secondly,as the psychological mechanism behind it,self-identity played an intermediary role in this process.Finally,the attributes of social media platforms that consumers choose to share information will also play a moderating role.Compared with social platforms with weak relational attributes,when individuals in self-threatening situations share information through strong relational social media,the influence of social sharing behavior on purchase intention will be enhanced.The findings of this paper provide a new research idea for the relationship between users’ sharing behavior and purchase intention on social media.At the same time,on the basis of the research conclusion,practical suggestions are put forward for enterprise marketers,reminding merchants to focus on marketing methods according to different marketing purposes,rather than blindly encouraging consumers to actively share product information.Finally,the limitations of this paper are discussed and the possible research directions in the future are expounded.