Research on the impact of user product information sharing on consumer decision-making behavior in social contexts

Ziyu  Li

doi:10.54691/hrv89m73

Authors

Ziyu Li

DOI:

https://doi.org/10.54691/hrv89m73

Keywords:

Social commerce, information sharing, consumer decision-making, social influence.

Abstract

With the rapid development of social media and e-commerce, it has become a common phenomenon for users to share product information on social platforms, which has a profound impact on consumers' decision-making process. This study aims to explore the mechanism of the impact of users' product information sharing on consumer decision-making behavior in social contexts. By systematically reviewing relevant literature, this paper constructs a theoretical framework that integrates social cognitive theory, planned behavior theory and information adoption model to comprehensively analyze how information sharing affects consumers' cognition, attitude and behavioral intention. The study found that information quality and the credibility of information sources are two key factors affecting consumer decisions. High-quality information content and reliable information sources can significantly improve consumers' cognition and purchase intention of products. In addition, social relationship strength, as an important moderating variable, affects the information receiver's trust in and willingness to adopt shared information. Personal characteristics such as product involvement and risk preference also play a moderating role in this process, and different types of products also lead to differences in information sharing effects. The theoretical contribution of this study is to deepen the understanding of consumer behavior in the social commerce environment and expand the application of existing consumer decision-making theories in social contexts. At the same time, the research results provide practical guidance for how companies can effectively use social media for marketing communication. Future research can further verify the theoretical model proposed in this paper through empirical methods, explore the impact of different social platform characteristics on information sharing effects, and the differences in information sharing behavior in cross-cultural contexts.

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