摘要
社会化商务中的沟通主要来自顾客社会网络中的朋友,而不是陌生人。这一关系加强了在线沟通对购买的影响程度,也突显了研究社会化商务中在线沟通的必要性。本文基于约束理论和社会学习理论,构建了一个社会化商务的在线沟通模型,研究社会化商务中在线沟通的驱动因素和在线沟通对促进购买的作用机理。本文从淘宝社会化商务平台上采集了487份数据,采用结构方程进行分析。实证研究结果表明,在社会化商务中,顾客在线沟通的动机主要是寻求可信的个性化的商品信息,在线沟通对顾客购买有重要的促进作用。
Social commerce means the use of social media to engage in e-commerce activities. Communication in social commerce is mainly from customers in the social networks of friends,not strangers. This relationship has enhanced the influence of online communication on customer's purchase intention. At the same time,the relationship also highlights the need for researching online communication in social commerce. Based on the theory of restrictiveness,Social Learning Theory,we construct a model of online communication to explore the drivers of online communication in social commerce and the influence of online communication on promoting purchase intention. We collect 487 pieces of data from the Taobao social commerce platform( wow. taobao. com) and analyze them by structural equation. Based on empirical findings,we provide some managerial suggestions for enhancing purchase intention in social commerce.
出处
《管理评论》
CSSCI
北大核心
2014年第4期111-121,共11页
Management Review
基金
国家自然科学基金项目(71332001
71061160505
71373094)
教育部博士点基金项目(20120142110042)
中央高校基本科研业务费专项项目(52902-0900206134)
关键词
在线沟通
不确定性
销售人员沟通
社会网络
online communication,uncertainty,social network site,communication with salesperson
