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Empirical analysis of the intelligent influence factors of social network services effectiveness in e-commerce based on human learning behaviors

Authors Zhang K, Xu Y, Liu W

Received 26 January 2019

Accepted for publication 26 April 2019

Published 11 June 2019 Volume 2019:12 Pages 417—425


Checked for plagiarism Yes

Review by Single anonymous peer review

Peer reviewer comments 2

Editor who approved publication: Professor Igor Elman

Kerong Zhang,1 Yasong Xu,1 Wuyi Liu2,3

1Department of Business and Management, Fuyang Normal University, Fuyang, Anhui Province, People’s Republic of China; 2Department of Science and Technology, Fuyang Normal University, Fuyang, Anhui Province, People’s Republic of China; 3School of Biological Science and Food Engineering, Fuyang Normal University, Fuyang, Anhui Province, People’s Republic of China

Background: It is crucial for companies to understanding users’ choices and learning behaviors, and the corresponding influencing factors and cognitive patterns regarding social network services to communicate with potential customers.
Methods: In this study, a casual structural model was constructed and developed to model and characterize the relationships between problems to be resolved as antecedent variables and success factors as consequent variables with the intermediary variables based on human learning behaviors, whereas the concept of social network service was introduced to summarize the current issues of social network services and empirically factors affecting effectiveness of social network services.
Discussion: This study highlighted the corporate need to examine the intelligent role and learning effectiveness of social network services when studying social creativity and intelligence in a social networking environment. Firstly, the framework and hypotheses of social network services were introduced to summarize the current issues of social network services and the main influencing factors affecting the working patterns of social network services. Subsequently, the empirically established model was further tested to explore the possible meaningful relationships among those variables used.
Results: The study revealed that the social network services provider and the customer should improve their social creativity and community collaboration; these could be expanded and enhanced by increasing the social intelligence to raise the social network services’ effect and the customer’s externalization. Furthermore, social intelligence, community collaboration, and customer externalization were factors significantly influencing customers’ social creativity, while the customer externalization and community collaboration were the two important factors affecting social intelligence.
Conclusion: The study implied that social network services providers should provide more and more intelligent and inspiring services for their customers.

Keywords: empirical analysis, computational modeling, intelligent influence factor, social network services, human learning behavior

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