摘要
社会化媒体技术的快速发展及其与电子商务的融合,产生了社会化商务。但很多社会化商务平台面临用户活跃度低、客户流失严重等问题,这将影响平台的持续运营和发展。基于SOR(刺激—组织—响应)模型,研究了社会化商务用户行为机理。对收集的340份有效问卷采用结构方程模型分析,考察了影响用户使用和分享行为的因素。结果表明,情感支持、信息支持、服务质量显著影响虚拟社区感,进而影响用户的使用和分享行为。因此,社会化商务平台需要关注社区中的在线社会支持和服务质量,从而促进用户使用和分享行为,确保社会化商务的成功实施。
The rapid development of social media technologies and its integration with e-commerce produce social commerce.But many social commerce platforms face problems such as low participation of users and users＇ departure affected the sustainable operation and development of the platforms.This paper examined social commerce users＇ behaviour based on the SOR model.340 valid questionnaires were collected to analyze the factors that influence user behavior with the structural equation model.The results showed that emotional support,informational support and service quality significantly influence sense of virtual community,affected users＇ usage behavior and sharing behavior.Therefore,social commerce platforms needed to pay attention to the online social support and service quality in the community in order to promote users＇ behaviour and ensure the success implementation of social commerce.
出处
《现代情报》
CSSCI
2018年第3期51-57,共7页
Journal of Modern Information
基金
国家自然科学基金项目"社会交互对用户参与社会化商务行为的作用机理研究"(项目编号:71771069)
NSFC-浙江两化融合联合基金项目"电子商务驱动的产业集群转型与竞争力提升研究"(项目编号:U1509220)
