Research on User Behavior of Social E-Commerce

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.