Research On The Influence Of Social E-commerce Platform Coupon Information Quality On Sharing Intention

Since the 21 st century,social e-commerce has developed rapidly.In order to win platform traffic,all major social e-commerce platforms are studying how to quickly gain customers at a lower cost.Economic and social rewards emerge endlessly,but the most fundamental thing is how to make platform users recognize the platform and quickly share in their social circle of friends.However,coupon sharing is a low-cost marketing method,which not only integrates the economic discount performance of coupons,but also reflects the interaction characteristics of acquaintances of coupon sharing.At present each big electric business platform to research on how to implement share coupons fission is a quick question,simply rely on the "surface" discount has been unable to attract users to share,face cultural situation in China,how to from the perspective of social electric business platform coupon information quality,this paper focuses on what are the characteristics of information quality,so as to improve the sharing of users will still be a focus in the study of himself.SOR model is presented in this paper,on the basis of combining the theory of social exchange in rational thinking,to social electric business platform user as the research object,explore the social electric business platform coupon information quality for the user the influence factors of willingness to share,contain information the authenticity,integrity,timeliness of system performance,and to share value perception as a intervening variable,To study the mechanism of sharing intention under different face orientation(protective face orientation and acquisitive face orientation).Firstly,based on the literature research method,this paper summarizes the characteristics of coupon information quality,and makes a preliminary judgment on the relationship between variables.Secondly,under the guidance of SOR model,the research hypothesis and model are put forward.Finally,through questionnaire survey,SPSS23.0 statistical tool is used to carry out empirical analysis and related research on 432 questionnaire data,and verify one by one according to the hypothesis.According to the results,it is clear that: first,information authenticity,expression integrity,timeliness and system performance in the quality of coupon information have a positive impact on the willingness to share and the perceived value of sharing;Second,perceived sharing value mediates the relationship between the quality characteristics of coupon information and the intention to share.Thirdly,the acquisitive face orientation plays a negative moderating role between the perceived value of sharing and the willingness to share,while the protective face orientation has no significant moderating effect.The research conclusion enriches the research on coupon information sharing on social e-commerce platforms,and also provides ideas for future research on information quality characteristics on sharing intention.In practice,the design of coupon information mechanism based on platform provides a new perspective for realizing fast customer acquisition.Theoretically,the system explores the coupon information sharing mechanism,improves the research mechanism between the face tendency in the perception of sharing value and sharing intention from the context of social e-commerce platform,and fully combines the network externalities of social ecommerce to achieve customer acquisition and improve users’ sharing intention.