摘要
基于刺激-机体-反应(S-O-R)理论,探究了社交电商平台氛围特征对消费者持续购买意愿的影响机制。通过网络问卷调查方式共收集到有效问卷528份,并通过结构方程对模型及假设进行验证分析。研究结果表明:社交电商平台的支持性氛围对消费者的感知信任有显著的正向影响;社交电商平台的互动氛围、支持性氛围对消费者的感知娱乐性均有显著的正向影响;消费者的感知娱乐性显著正向影响其感知信任;消费者的感知信任、感知娱乐性均显著正向影响其持续购买意愿。
Based on S-O-R theory,this paper studies the influence mechanism of social e-commerce platform atmosphere on consumers'continuous buying intention.Based on the analysis and test of 528 valid questionnaires and the structural equa-tion,it analyzes and tests the conceptualmodel and hypothesis.Results show that the supportive atmosphere of social e-com-merce platforms have significant positive effects on consumers'perceived trust.At the same time,the interactive atmosphere and supportive atmosphere of social e-commerce platforms have significant positive effects on consumers'perceived playful-ness.What’s more,consumers'perceived playfulness significantly positively affects their perceived trust.Consumers'per-ceived trust and perceived playfulness significantly positively affect their intention to continue buying.
作者
黄思皓
肖金岑
金亚男
HUANG Si-hao;XIAO Jin-cen;JIN Ya-nan(Business School,SiChuan University,ChengDu 610065;School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130)
出处
《软科学》
CSSCI
北大核心
2020年第6期115-121,共7页
Soft Science
关键词
社交电商平台
S-O-R理论
互动氛围
支持性氛围
持续购买意愿
social e-commerce platform
S-O-R theory
interactive atmosphere
supportive atmosphere
intention to continue buying
