Author(s)

Xinyuan Mi, Changlin Mi

Corresponding Author

Xinyuan Mi

ABSTRACT

The development of science and technology has promoted the rise of e-commerce and the development of social media. Consumers will be affected by many factors when purchasing behavior. The popularity of social media has also changed consumers’ purchasing behavior to a great extent. Therefore, this paper studies the influencing factors of e-commerce consumers’ purchasing behavior and the specific impact of social media on consumers, in order to make e-commerce consumers more rational in purchase and promote the sustainable development of e-commerce industry.

KEYWORDS

Social media, E-commerce consumers, Purchasing behavior