Research on Motivation of Social E-commerce Pre-purchase Sharing
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责任编辑：陈诗静
（Zhongshan University，Guangzhou510970，China）
Abstract：Social e-commerce is the combination of social contact and business. It helps realize business transaction through social interaction and propagation by using internet social tools，social medias，and social relations. Through the questionnaire survey，the author studies on the motivation of social e-commerce pre-purchase sharing. It is found that the social tooling needs to have a positive impact on the pre- purchase sharing willingness，and the influence of social emotional characteristic on prepurchase sharing does not need to be significant. The research results show that the current social e- commerce pre- purchase sharing is based on instrumental needs. The pre- purchase sharing motivation of social- sharing e- commerce is to obtain low prices through group purchase；the pre-purchase sharing motivation of social retail e-commerce is distribution commission；and the social- information e- commerce pre- purchase sharing motivation is both low price of group purchase and distribution commission. To better promote the development of social e- commerce，related enterprises should develop marketing programs based on the understanding of social internet users’social needs. The governments should accelerate related legislation， strengthen supervision and control，and prevent moral risk.
Key words：social e-commerce；social network；sharing motivation；tooling needs；emotional needs