Examining Social E-Commerce Platforms by Mediating the Effect of Perceived Usefulness and Perceived Trust Using the Technology Acceptance Model

ABSTRACT

In the post-COVID-19 era, promoting the healthy development of social e-commerce platforms, taking into account the coordinated development of online social networking and online consumption, enhancing the shopping and sharing atmosphere of the platform, increasing the enthusiasm of distribution members, driving consumption traffic with social traffic, and achieving low-cost publicity and promotion increase the exposure of products. The key to solving the problem is to promote consumer participation, improve user conversion, and improve customer acquisition capabilities. The study is based on the stimulus-organism-response (S-O-R) theory. It introduces the technology acceptance model (TAM) and, according to the member life cycle theory and member value mining theory, will affect consumers' social presence factors in social e-commerce shopping situations. As independent variables, perceived trust and perceived usefulness are used as mediating variables to construct a research model that shows social e-commerce affects user conversion.