The Influence of Social Network Characteristics on Consumers' Willingness to Buy in Social Business

Social commerce involves social media, online media that support social interaction, and user contributions to assist in the online purchase and sale of products and services. Our research uses event-related potentials (ERPs) and technology acceptance models (TAM) to study the specific influencing factors and mechanisms of social networks in consumers' willingness to purchase in social networks, by studying the consumer between social commerce and traditional e-commerce models. Differences in decision making to predict the future development of social commerce.