社会交互对社会化商务用户行为作用机理研究

发布时间：2018-02-15 22:24

本文关键词： 社会交互社会化商务用户行为信任转移信息交互情感交互　出处：《情报杂志》2017年01期 　论文类型：期刊论文

【摘要】：[目的/意义]相对于传统电子商务,社会化商务的显著特征是用户通过频繁的社会交互构建了较复杂的社会关系网络,进而对其行为产生影响。因此,有必要考察社会交互对社会化商务用户行为的作用机理,从而帮助企业采取有效措施来促进社会交互和用户行为。[方法/过程]基于此,分析了社会交互的两个方面包括人人交互、人机交互对社会化商务用户行为的作用机理。收集了349份有效样本数据并采用LISREL进行分析。[结果/结论]结果表明人人交互影响用户对社区成员的信任,人机交互影响用户对社区的信任。用户对社区成员的信任通过信任转移作用于其对社区的信任,且两者对用户的社会购买意愿和社会分享意愿都有显著影响。
[Abstract]:[purpose / significance] compared to traditional electronic commerce, the prominent feature of socialized commerce is that users build more complex social networks through frequent social interactions, which in turn have an impact on their behavior. It is necessary to examine the mechanism of social interaction on social business user behavior, so as to help enterprises to take effective measures to promote social interaction and user behavior. [method / process] based on this, Having analysed two aspects of social interaction, including human interaction, The mechanism of human-computer interaction on the behavior of social business users. 349 valid sample data were collected and analyzed by LISREL. [results / conclusions] the results showed that the interaction of human beings affected the trust of users to community members. Human-computer interaction affects the trust of the user to the community, and the trust of the user to the community member affects the trust of the community through the transfer of trust, and both of them have a significant impact on the social purchase will and the social sharing willingness of the user.
【作者单位】：杭州电子科技大学管理学院;
【基金】：国家自然科学基金项目“隐私关注对用户采纳移动位置服务(LBS)的作用研究”(编号:71371004) 浙江省哲学社会科学规划项目“电子商务驱动浙江企业需求响应能力提升机理研究”(编号:17NDJC051YB)研究成果之一
【分类号】：F713.55

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