社会化商务特性和社会支持对水果消费者购买意愿的影响

发布时间：2018-06-17 16:50

  本文选题：社会化商务 + 交互性　； 参考：《管理学报》2017年07期

【摘要】：理解消费者在社会化商务环境中的决策行为,对商家有效利用社会关系的力量来影响消费者尤为重要。基于此,以刺激-机体-反应理论和社会交换理论为基础,建立一个社会化商务环境下水果消费者购买决策模型,分析社会化商务特性对社会支持和购买意愿的影响机理。实证研究发现,交互性、粘性和口碑推荐对信息支持和情感支持都有积极的影响,其中口碑推荐的影响最大;信息支持和情感支持对购买意愿有重要的促进作用,且存在部分中介效应,这揭示了社会化商务特性对购买意愿影响的内在作用机制。
[Abstract]:It is very important to understand the decision-making behavior of consumers in the socialized business environment and to make effective use of the power of social relations to influence consumers. Based on the theory of stimulus-organism response and social exchange, a model of purchasing decision for fruit consumers in a socialized business environment is established, and the influence mechanism of the characteristics of socialized commerce on social support and purchase intention is analyzed. The empirical study found that interactivity, stickiness and word-of-mouth recommendation have a positive effect on information support and emotional support, among which word-of-mouth recommendation has the greatest impact; information support and emotional support play an important role in promoting purchase intention. And there are some intermediary effects, which reveals the internal mechanism of the influence of socialized business characteristics on purchase intention.
【作者单位】： 华南农业大学经济管理学院;华中科技大学管理学院;
【基金】：国家自然科学基金资助项目(71501078,71332001,71633002) 广东省社会科学基金资助项目(GD14CGL10) 广东省高等学校优秀青年教师培养计划资助项目(YQ2015031)
【分类号】：C912.3;C913.3
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本文编号：2031726