社会交互对社会化商务用户行为作用机理研究

被引：16

作者：

方文侃

周涛

机构：

[1] 杭州电子科技大学管理学院

来源：

情报杂志 | 2017年 / 01期

关键词：

社会交互; 社会化商务; 用户行为; 信任转移; 信息交互; 情感交互;

D O I：

暂无

中图分类号：

F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

[目的/意义]相对于传统电子商务,社会化商务的显著特征是用户通过频繁的社会交互构建了较复杂的社会关系网络,进而对其行为产生影响。因此,有必要考察社会交互对社会化商务用户行为的作用机理,从而帮助企业采取有效措施来促进社会交互和用户行为。[方法/过程]基于此,分析了社会交互的两个方面包括人人交互、人机交互对社会化商务用户行为的作用机理。收集了349份有效样本数据并采用LISREL进行分析。[结果/结论]结果表明人人交互影响用户对社区成员的信任,人机交互影响用户对社区的信任。用户对社区成员的信任通过信任转移作用于其对社区的信任,且两者对用户的社会购买意愿和社会分享意愿都有显著影响。

引用

页码：167 / 172

页数：6

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