社交商务对消费者购买意愿的影响机理——一项基于中国和东盟的跨文化研究

发布时间：2018-01-28 23:00

本文关键词： 社交商务亲密度熟悉度信任消费者购买意愿　出处：《中国流通经济》2017年08期 　论文类型：期刊论文

【摘要】：随着社交商务市场井喷,社交化成为电子商务发展新趋势,社交商务模式将成为未来电子商务主流模式。探究社交商务对消费者购买意愿的影响发现,亲密度和熟悉度对消费者购买意愿有显著正向影响,消费者对社交商务亲密度、熟悉度越高,越容易产生购买意愿;信任是影响消费者购买意愿的重要因素,在亲密度和熟悉度对消费者购买意愿影响中起中介效用,而亲密度和熟悉度有助于消费者对社交商务产生信任;文化差异可以调节信任在亲密度和熟悉度对消费者购买意愿影响中的中介效用,在亲密度和熟悉度对消费者购买意愿影响中起调节效用。基于此,为更好地运营社交商务平台,社交商务管理者必须正确认识社交商务在促进社交互动、增进亲密度和熟悉度方面的重要作用,把注意力转移到"社交"上来,着力提高消费者或社区成员间亲密度和熟悉度,鼓励消费者分享信息和购物经验,并根据不同的国家和文化背景,制定差异化营销策略。
[Abstract]:With the blowout of social commerce market, the social business model will become the mainstream mode of electronic commerce in the future. Explore the influence of social commerce on consumers' willingness to buy. The affinity and familiarity have significant positive influence on the consumer's purchase intention. The higher the familiarity is, the easier it is to produce the purchase intention. Trust is an important factor that affects consumers' willingness to buy. It plays an intermediary role in the influence of affinity and familiarity on consumers' willingness to buy, and intimacy and familiarity help consumers to have trust in social commerce. Cultural differences can regulate the intermediary utility of trust in the influence of affinity and familiarity on consumers' willingness to buy, and in the influence of affinity and familiarity on consumers' willingness to buy. In order to better operate the social business platform, social business managers must correctly understand the important role of social commerce in promoting social interaction, enhancing intimacy and familiarity, and shifting their attention to "social". Focus on improving the intimacy and familiarity among consumers or community members, encourage consumers to share information and shopping experience, and formulate differentiated marketing strategies according to different countries and cultural backgrounds.
【作者单位】：广西大学商学院;
【基金】：国家自然科学基金项目“知识异质性与地方特色产业演化机理研究”(41361028)
【分类号】：F713.55
【正文快照】： 一、引言随着社交媒体的飞速发展,“社交化”成为当下最流行的词汇之一。[1]社交商务平台如雨后春笋般涌现。继国外的脸书(Facebook)、拼趣(Pin-trest)、欢喜(Fancy)等社交商务网站取得巨大成功之后,国内企业也纷纷效仿,如美丽说、蘑菇街、爱逛街等网站已经崭露头角。2014年,

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