Study on the attractiveness of social e-commerce platforms from the consumers’ perspective based on the AISAS model

The traditional e-commerce’s traffic dividend is gradually declining, while social e-commerce as a new business model has attracted numerous enterprises to jump into by virtue of the advantages of viral traffic aggregation and efficient conversion. How to improve the core competitiveness and stand out from the Red Ocean battle of traffic competition is of great significance for the healthy and sustainable development of social e-commerce platforms. In view of this, this study focuses on the issues related to the attractiveness of social e-commerce platforms from the consumer’s perceptive, with the aim of providing theoretical support for social e-commerce platforms to enhance their core competitiveness and formulate relevant development strategies and decision-making mechanisms. First, four key factors affecting the attractiveness of social e-commerce platforms based on the AISAS model are proposed: the ability to attract consumers to access, promote consumers’ purchase conversion, maintain consumers’ platform loyalty, and attract to share experiences. Second, an attractiveness assessment model for social e-commerce platform including four secondary indicators and corresponding 14 tertiary indicators is constructed by using Analytic Hierarchy Process, and an arithmetic example is demonstrated. Finally, management suggestions to enhance the attractiveness of social e-commerce platforms are presented.