摘要
基于社会化电子商务环境下建立持续信任的研究视角,构建了社会化电子商务环境下消费者持续使用行为模型。在信息系统持续使用模型的基础上,结合社会化电子商务自身特征和优势,引入社会互动、社会推荐两个潜在变量建立新的模型,并通过问卷调查进行实证研究。研究表明社会化特征对社会化电子商务信任的建立、保持和交易达成起到重要的推动和促进作用,持续信任建立之后消费者不仅能够形成持续购买意愿,还能够形成推荐意愿——愿意将自己购买商品的信息推荐给好友进而形成更多的关注和潜在购买。
In this paper, a consumers continuance usage model in context of social commerce was built up from the perspective of how to maintain continuous trust. Based on the model of sustainable use of information system and combined with its own characteristics and advantages of social commerce, the two new latent variables of social interaction and social recommendation were introduced into the model to establish a new model, and then a questionnaire survey was handed out online for empirical research. The research showed that the characteristics of social commerce can effectively promote consumers trust and on line transaction. After the establishment of continuous trust, consumers can improve the consumers continuous intension to buy not only, but also promote their continuous intension of recommendation, that is the consumers were more willing to recommend, which will lead to more attention and potential purchase.
出处
《科技与经济》
2017年第6期61-65,共5页
Science & Technology and Economy
