Empirical Analysis on Factors Affecting User Behavior in Social Commerce

Abstract: [Purpose/significance] This paper aims to discover the factors affecting user behavior in the derivative situation of e-commerce, social commerce, and explore the sustainable development and related marketing advice of it. [Method/process] This paper put forward a theoretical model of factors affecting user behavior in social commerce by integrating emotional state impact into the Stimulus-Organism-Response (S-O-R) framework. 277 valid samples were collected by questionnaires and PLS. [Result/conclusion] The results show that information quality and tie strength significantly affect user emotional states, while emotional states positively affect user behavior. In addition, graphic features of business information have indirect effects on user emotional states, while it has direct effect on purchase intention.