社会化电子商务环境下消费者购买意愿及信任影响因素研究

发布时间：2018-06-12 23:32

本文选题：信任 + 社会化电子商务　；参考：《科技与经济》2016年02期

【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。
[Abstract]:Social e-commerce, based on social networking and Web 2.0 technology, helps consumers buy goods and services online through online interaction and communication. The socialized electronic commerce develops rapidly in China, the market potential is huge, but the user's willingness to share the shopping information is low, the acceptance degree is not high, the enhancement consumer trust and the purchase willingness can promote the social electronic commerce development effectively. Based on the research results of technology acceptance model and electronic commerce trust, the trust problem of socialized commerce is studied by introducing the socialized factors such as perceived pleasure, social participation and social recommendation around the socialized characteristics of socialized commerce. Based on the data collection and analysis of 187 users with social e-commerce experience, the results show that social characteristics: perceived fun, social recommendation has a significant positive impact on improving users' trust and purchase willingness. Social participation does not significantly improve consumer trust and willingness to buy.
【作者单位】：中国农业大学经济管理学院;北京物资学院信息学院;
【分类号】：F724.6;F713.55

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