网站交互记忆对社交商务意向影响的实证研究

发布时间：2019-04-04 08:44

【摘要】：将社交网站交互记忆分为专长、可信和协调三个维度,并结合消费者对网站的信任和粘性建立社交商务意向理论模型,运用结构方程建模的方法进行实证分析。研究结果表明:社交网站交互记忆对网站信任、网站粘性以及社交商务意向均具有积极的正向影响;网站信任正向影响社交商务意向和网站粘性,但网站粘性对社交商务意向的积极作用没有得到实证支持。
[Abstract]:The interactive memory of social networking sites is divided into three dimensions: expertise, credibility and coordination. Combined with consumers' trust and stickiness to the website, a theoretical model of social commerce intention is established, and an empirical analysis is carried out by using the structural equation modeling method. The results show that the interactive memory of social networking sites has a positive effect on website trust, website stickiness and social business intention. Website trust has a positive effect on social business intention and website stickiness, but the positive effect of website stickiness on social business intention has not been positively supported.
【作者单位】：河南工业大学管理学院;
【基金】：国家社科基金项目“网上信用风险的群体演化机制与多维防控策略研究”,项目编号:14BGL153 河南省教育厅人文社科项目“基于演化博弈的网上信用风险扩散机理研究”,项目编号:2013-2D-013
【分类号】：F49

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