摘要
文章将互动性划分为人机互动以及人际互动两个维度,并运用社会资本理论建构社群成员使用行为关系。文章更进一步提出,从社会资本理论中的聚合型社会资本(Bonding Social Capital)及联外型社会资本(Bridging Social Capital)两个维度梳理网络社群用户使用行为,聚合型社会资本是属于社会连结中的强连结,而联外型社会资本则为弱连结,推论网络社交对积累个人社会资本和建立个人社会关系的重要性。研究结果表明:社群的互动性与成员的自我揭露的两个维度均与聚合型社会资本和联外型社会资本存在显著正向影响;聚合型社会资本和联外型社会资本与对社群成员使用行为呈现显著正向影响。
China accelerate the building of a new system for an open economy,drive economic development with innovation,and achieve sustainable development for cross-border e-commerce.In this article,we apply theory from the field of social capital theory to understand how online communities develop member attachment,an important dimension of community success.We implemented and empirically tested to increase bonding social capital,we gave members information about group activities and intergroup competition,and tools for group-level communication.To increase bridging social capital,we gave members information about the activities of individual members and interpersonal similarity,and tools for interpersonal communication.We conducted data analysis with structural equation modeling(SEM).The results show that machine interaction,interpersonal interaction and self-disclosure significantly positive impact on community user's bonding social capital and bridging social capital.The bonding social capital and bridging social capital have a significant positive impact on the user continuance intention.The results showed that all constructs were successful in explaining consumers'decision-making processes regarding their intentions to visit cross-border e-commerce application.The results can assist ecommerce managers in the adoption and implementation of e-commerce operations based on the needs of environmentally conscious community users.
作者
吴钰萍
靳洪
WU Yu-ping;JIN Hong(Hubei University of Economics,Wuhan Hubei 430205,China;Collaborative Innovation Center of China Pilot Reform Exploration and Assessment-Hubei Sub-Center,Wuhan Hubei 430205,China)
出处
《技术经济与管理研究》
北大核心
2018年第9期26-30,共5页
Journal of Technical Economics & Management
基金
中国改革试点探索与评估协同创新中心湖北分中心一般项目(110243)
关键词
跨境电商
社群互动
自我揭露
社会资本
使用意图
Cross-border e-commerce
Social interaction
Self-disclosure
Social capital
Use intention
