The Influence of User Sharing Behavior on Consumer Purchasing Behavior in social media

Abstract

With the rapid development of information in the web 2.0 era, more and more "community+ e-commerce" shopping models are being built. The sharing function of social media platforms is gradually maturing, which affects consumers' willingness to buy in the process. In order to demonstrate the impact of user sharing on consumer purchase decisions, this paper explains the entire process from user sharing to influencing consumer decisions on social media platforms. It analyzes the motivation and value of the effect from the perspective of the sharer and the content that influences the decision from the perspective of the consumer. Consumers' perceptions of risk, their comprehension of the genuine nature of the product, and their readiness to purchase are all positively influenced by user sharing. Finally, the author reverses the thinking and gives practical suggestions on how to attract more consumers through social media users' sharing behavior in the marketing process. The author recommends that companies are supposed to form partnerships with key opinion leaders, create incentives for users to share, focus on opinion management, build brand reputation and increase sensitivity to popular culture.