摘要
社会化电子商务基于社交网络和Web 2.0技术,通过在线互动与沟通,帮助消费者在线购买商品和服务。社会化电子商务在中国发展迅速、市场潜力巨大,但是用户分享购物信息的意愿较低、接受度不高,提高消费者信任和购买意愿能够有效促进社会化电子商务的发展。研究借鉴技术接受模型和电子商务信任的研究成果,围绕社会化商务的社会化特征,引入感知乐趣、社会参与、社会推荐等"社会化"因素研究社会化商务的信任问题。通过对187位具有社会化电子商务使用经验的用户的数据收集与分析,结果表明社会化特征:感知乐趣、社会推荐对提高用户信任和购买意愿有显著正向影响,而社会参与并不能显著提高消费者信任和购买意愿。
The development of social networking sites（ SNSs） and Web 2. 0 technology has given rise to a new electronic commerce paradigm called social commerce. Social commerce is a subset of electronic commerce and uses SNSs for social interactions and user contributions to facilitate the online buying and selling of various products and services. Recent years have witnessed the rapid growth of social commerce in China,but users are not willing to share their online shopping information and the intention to use social commerce is lower than traditional electronic commerce. In this regard,this study identifies the key factors influencing consumers＇ trust and trust performance in social commerce. The results of an empirical analysis based on a sample of 187 social commerce users indicate that perceived fun and social recommendation have significant influence on consumers＇ trust and trust has significant effects on purchase intention. While social participation doesn＇t have significant effects on consumers＇ trust and purchase intention.
出处
《科技与经济》
2016年第2期6-10,共5页
Science & Technology and Economy
