Research on Social Factors and Customers' Selection behavior of Small and Medium-sized E-commerce Enterprises in the Online Shopping Environment

Abstract

Abstract-The small and medium-sized e-commerce have been presented with an increasingly complex and competitive market environment, so new marketing theories are in urgent need to guide their production and management. It has great theoretical and practical significance, to rationally use all kinds of social information elements to meet customers' consumption and psychological demand in the online shopping environment. This research based on the brand community and virtual community theory, this research can provide theoretical guidance to small and medium-sized enterprises to launch online marketing. Meanwhile, by investigating the influence of online social factors on customers' purchase intention, this research can also provide a new way and management basis to enterprises to attract and retain loyal customers.