An Empirical Analysis on the Influence of Social E-Commerce Customers' Purchase Intention

Abstract

The parallel rise of social media is an important driving force for the amazing growth of e-commerce in Asia. Traditional research on social e-commerce only deduces from theory, without the support of empirical data, and does not study the relationship between e-commerce and purchase intention. From the perspective of consumers, based on TAM and UTAUT theoretical model, this paper analyzes the driving factors that affect the purchase intention of “social e-commerce” users. The results show that perceived usefulness has a positive impact on perceived credibility, and perceived ease of use has a positive impact on perceived fit. Perceived risk has a negative impact on perceived usefulness, while subjective norms have a positive impact on perceived credibility and perceived usefulness. The results of this study have a certain reference value for the research and analysis of the impact of social e-commerce customers' purchase intention.