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Academic Journal of Business & Management, 2022, 4(7); doi: 10.25236/AJBM.2022.040708.

Research on User Behavior of Social E-Commerce


Chen Pingping, Zhao Ting

Corresponding Author:
Chen Pingping

School of Management Science, Chengdu University of Technology, Chengdu, China


Under the influence of Web 2.0 and social media, the popularity of social e-commerce is increasing and its importance is rising, but the scope of social e-commerce and the actual consumption behavior it can drive are still under continuous observation. This study uses engagement and browsing attitudes to examine the recommendation, word-of-mouth, and purchase intention behavior of users after using e-commerce. Furthermore, the study cites five antecedents that influence users’ use of social e-commerce: fashion, word-of-mouth, interactivity, entertainment, and customization, which are used to study users’ browsing and engagement attitudes and influence users’ intention to use social e-commerce platforms. The results of this study show that engagement and browsing attitudes have a positive effect on purchase intention, recommendation intention, and continued use intention. The results of the study can provide a reference direction for website operators to make decisions.


E-commerce, Engagement attitudes, Browsing attitudes, User behavior

Cite This Paper

Chen Pingping, Zhao Ting. Research on User Behavior of Social E-Commerce. Academic Journal of Business & Management (2022) Vol. 4, Issue 7: 51-56. https://doi.org/10.25236/AJBM.2022.040708.


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