Impact of Socialized E-commerce on Consumers' Willingness to Use in the Sinking Market
คำสำคัญ:
Social E-commerce, Sinking Market, Consumer Willingness to Use, New Retailบทคัดย่อ
With the rapid development of Internet social technology, social media and e-commerce have been deeply integrated into social e-commerce. As a new form of e-commerce, social e-commerce has achieved great success in a sinking market. Business has attracted more and more attention from enterprises and academia.
After the researcher studied and gathered the relevant research literature of e-commerce, social e-commerce and the information system success theory in detail, this article combined the success theory of information system and the development status of social e-commerce. Moreover, information quality factors, system quality factors, and service quality factors were proposed. Group buying product factors and consumers' personal factors possibly affected consumers' willingness to use products in the sinking market. Then, questionnaires were designed.
After pre-investigation and distribution of the formal questionnaires, a total of 357 valid questionnaires were collected. Sample descriptive analysis, correlation analysis and regression analysis were conducted for the returned questionnaires. The conclusion showed that information quality factors, system quality factors, service quality factors and group purchase product factors had a significant positive impact on consumers' willingness to use social e-commerce in the sinking market. The stronger the above factors were, the greater the willingness of consumers to use the platform was. Through the sample description, it could be concluded that consumers' personal factors including occupation, gender, age, per capita disposable income, will also have an impact on the willingness to use the platform. Finally, based on the research conclusions, the suggestions of "removing WeChat and devoting to APP development", "continuously innovating business models, ensuring high-quality product supply" and "establishing departments responsible for content marketing" were put forward. Besides, there should be an exploration for structured marketing channels and the future development of social e-commerce.
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