摘要
随着各社交媒体平台逐渐成为人们获取信息、交流信息的主要工具,电商企业也将产品推广伸向了社交媒体平台,因此,研究用户对社交媒体推荐的电商产品信息的认可意愿,对提升电商企业营销效果尤为重要。文章通过对主体、客体及社会三个维度提出了感知有用性、感知风险、感知愉悦性、信任、信源可信度、信息质量及社会因素七个变量分析,构建了社交媒体的电商产品信息用户认可意愿模型。文章采用问卷调查的方式,通过多元回归对假设的影响因素进行了实证分析,并对企业在社交媒体平台进行产品推广提出了营销建议。
With the rapid development of mobile Internet,various social media platforms have become the main tools for people to obtain and exchange information.E-commerce enterprises also extend their product promotion to social media platforms.Therefore,it is particularly important to study users’willingness to recognize e-commerce product information recommended by social media to improve the marketing effect of e-commerce enterprises.From the three dimensions of subject,object and society,this paper proposes seven variables including perceived usefulness,perceived risk,perceived pleasure,trust,source credibility,information quality and social factors to build a model of users’willingness to recognize e-commerce product information on social media.By means of questionnaire survey,this paper makes an empirical analysis of the reasons for the influence of hypothesis through multiple regression.It also provides marketing Suggestions for enterprises to promote their products on social media platforms.
作者
姚洁
YAO Jie(Fuzhou University of International Studies And Trade,Fuzhou 350202,China)
出处
《哈尔滨学院学报》
2019年第12期40-43,共4页
Journal of Harbin University
基金
福建省高等学校学科带头人培养计划资助项目(FETU)
福建省教育厅2017年第一批中青年教师教育科研项目,项目编号:JAT170729
关键词
社交媒体
电商产品信息
认可意愿
多元回归
影响因素
social media
E-commerce product information
willingness to endorse
multiple regression
influence reasons
