An Empirical Study on the Consumption Behavior of Community Shopping Users Based on the Perspective of Trust Transfer
[Purpose/significance]With the development of e-commerce and sinking to virtual community,community has become an important marketing method for e-commerce enterprises to meet the precision needs of users.By exploring the influence mechanism of users'participation in community shopping,this paper can provide valuable decision-making reference for the development of community operation.[Method/process]Based on the trust transfer perspective,this paper constructs an empirical model of user consumption behavior from mobile shopping to community shopping,and tests the collected data by using SPSS 27.0 and AMOS 28.0 tools based on TAM theory.[Result/conclusion]Users'trust in mobile shopping directly affects their trust in community shopping and indirectly affects their trust in community shopping with the help of two factors of perceived usefulness and structural assurance.The factors that subjective norms,perceived ease of use,perceived usefulness and community shopping trust,can positively affect users'consumption behavior.
mobile shoppingcommunity shoppingtrust transferTAM theoryuser consumption behavior
万方数据
维普
