A Study of Consumer Behavior on Social Networks in China

Abstract

The Social network services , have mushroomed in China in recent years. And some of them have successfully listed on overseas stock markets. As the social networks have become part of the relationship-building fabric of Chinese society. The numbers certainly bear this out. In China， most of SNS consumers use social network for interpersonal communication， such as chatting with friends. They also use it for entertainment, and kinds of professional services includes looking for some professional technology tools about their major courses. They are also a big group of them use SNS for e-commerce， selling or buying some goods or services from social networks.

However， lacking of strong law and regulation system make customer behavior become different from other countries. Despite these huge number of SNS user and trade volume， there are small users can use SNS proficiently. Gender、Age、Education、Income are the most important factors that influence SNS usage so much. How proficient are you on SNS usage? And also, trust, advertisement, experience, and reputation influence with e-commerce in different way among china with other western countries. It is based on different culture. This paper provides insights into the role of china culture in social network usage and e-commerce that happened on SNS. And that may impact an extensive acceptance and development of social network market.