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在社会化商务环境下,如何使交易自然地融合到社交关系中,让商家和消费者之间建立良好的买卖关系,并最终成为社交关系的组成元素之一,是学术界和业界关注的问题。文章从社会化商务的特性出发,基于关系管理的视角,构建了社会化商务环境下消费者购物决策模型,讨论了在社会化商务环境下如何建立快速关系和信任以及它们对购买意愿的作用机制。通过问卷调查方法采集了306份有效样本数据,运用SPSS和结构方程PLS-Graph软件进行统计分析。实证研究结果表明,交互性和口碑推荐对关系质量提高具有重要的促进作用,其中交互性的作用更强,而粘性对关系质量未有显著的影响;快速关系和信任是社会化商务中消费者购物决策形成的驱动力。
Abstract：The natural integration of trade into social relationships and the establishment of a good buyer-seller relationship which eventually becomes one of the constituent elements of social relationships in social commerce is a central issue in academia and practice. Based on social commerce characteristics and relationship management,this study builds a consumers' shopping decision model in social commerce,and mainly analyzes the forming of swift guanxi and trust and its effects on purchase intention.Collecting 306 valid questionnaires from a survey,we use the SPSS and the PLS-Graph for the statistical analysis. The empirical results indicate that both interactivity and word-of-mouth referrals positively impact relationship quality,and interactivity is stronger between them. However,stickiness has no significant effect on relationship quality. Swift guanxi and trust are the driving forces for consumer shopping decisions in social commerce.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2017.01.006
中图分类号:F713.55
引用信息:
[1]林家宝,胡倩,鲁耀斌.社会化商务特性对消费者决策行为的影响研究——基于关系管理的视角[J].商业经济与管理,2017,No.303(01):52-63.DOI:10.14134/j.cnki.cn33-1336/f.2017.01.006.
基金信息:
国家自科基金重点项目“基于社会化商务的商业模式创新研究”(71332001);国家自科基金重点项目“生产供应过程的食品安全风险识别与预警研究”(71633002);国家自科基金青年项目“农产品电子商务扩散机理及对企业价值创造的影响研究”(71501078); 广东省社科基金项目“农产品移动商务环境下消费者信任构建及演化机理研究”(GD14CGL10); 广东省高等学校优秀青年教师培养计划项目“企业农产品电子商务的商业价值实现机理研究”(YQ2015031)
2017-01-15
2017-01-15