社交商务对消费者行为意向影响机理研究:城乡差异的调节效用

发布时间：2018-03-11 00:00

本文选题：社交商务　切入点：消费者行为意向　出处：《消费经济》2016年03期 　论文类型：期刊论文

【摘要】：在社交媒体上进行商务交易、购买产品和服务已然成为消费趋势。本文分析了社交商务对消费者行为意向的影响机理。通过实证研究得出社交商务的技术特征、价值特征和体验特征对消费者行为意向有显著的正向影响,并且城乡差异在社交商务的技术特征对消费者行为意向的影响中起调节效用。研究结论对电子商务企业尤其是农村电子商务企业如何运营社交商务具有重要的指导意义。
[Abstract]:Business transaction on social media, purchase of products and services has become a trend of consumption. This paper analyzes the influence mechanism of social commerce on consumer behavior intention, and obtains the technical characteristics of social commerce through empirical research. Value characteristics and experience characteristics have significant positive influence on consumer behavior intention. The differences between urban and rural areas play an important role in regulating the influence of the technical characteristics of social commerce on consumers' behavior intention. The conclusion of the study has important guiding significance for e-commerce enterprises, especially rural e-commerce enterprises, how to operate social commerce.
【作者单位】：广西大学商学院;
【基金】：国家自然科学基金项目(71161002)
【分类号】：F724.6;F713.55

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