The influence of content-based social e-commerce users' continuously participation willingness—— Based on the structural equation model and Bootstrap test method

Abstract

Taking the S-O-R model as the theoretical framework, combined with social support theory, this research constructs a research model of content-based social e-commerce users' continuous participation willingness. As well as exploring the influence of informational social support and emotional social support on users’ trust, sense of belonging, and willingness to continue to acquire and share. Through the questionnaire survey, 305 valid data from Xiaohongshu users were obtained, and the structural equation model and Bootstrap test method were used for empirical analysis.