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Top1. Introduction
In e-commerce, socialization is not only to strengthen the connection between buyers and sellers, but also to strengthen the degree of interconnection between consumers. E-commerce platforms are adding more and more social functions on the mobile terminal, which effectively increases the frequency of users opening applications. Social elements increase the user stickiness of the e-commerce platform. When the number of openings is greater, the possibility of purchase is higher, which means that the ability to monetize attention resources is stronger (Fatima et al., 2017). Social elements such as live broadcasts, asking everyone, and buyer comments give users a sense of joy and respect, and promote users to actively search for information and products. They also use virtual attention to attract more virtual attention resources. Virtual attention resources, like other resources, are limited, scarce and important (Nantembelele & Gopal, 2018). On the one hand, attention intention occupants continue to improve their socialization and launch new products, absorb and stick virtual attention with visual elements, and various virtual attention products have appeared. On the other hand, buyers are also gaining the virtual attention of other users through social forms such as evaluation and asking everyone. In the e-commerce market where commodity information is exploding, in order to obtain more attention resources, the attention-intent holders need to increase the amount of information disseminated, and absorb virtual attention from all parties through different dissemination methods and means (Wei & Ho, 2019).
For the relationship between the two important components of social e-commerce, social and e-commerce, scholars have conducted a more in-depth discussion (Munshifwa et al., 2018). Ickler H and Schülke S believe that social e-commerce is a website that combines business and user interaction through information technology to develop business. Dennison G, Bourdage-Braun S, Chetuparambil M. believe that social e-commerce is an e-commerce transaction activity completed by social networks using network technology, and it is a collection of word-of-mouth communication and e-commerce, and a combination of consumers and businesses. Stephen and Toubia proposed a similar definition, believing that it is Internet-based social media, which allows users to actively participate in the sales and marketing of products and services in the market or in virtual communities (Kim, 2019). Marsden pointed out that social e-commerce has three characteristics: word of mouth, recommendation and friend assistance. Zhao Huang et al. further pointed out that social e-commerce is a commercial platform, which is based on social media and technologies that support society and user contributions, and helps consumers to make better decisions by providing product and service information (Liu & Zhan, 2018). According to the needs of different merchants and users, a variety of product virtual display methods have been realized, including the panoramic model display method based on product images; the three-dimensional interactive model method based on product graphics; the product display method based on pictures; and corresponding products are provided separately Show the design method of the model (Bauer, 2018).