社群互动对移动电子商务消费者信息分享意愿影响研究

Influence of affect of network community interaction on information sharing intention in e-commerce

参照网络社群互动的特征,将移动电商网络社群互动划分为信息交换和人际互动两个维度。构建了网络社群互动影响移动电商消费者信息分享意愿的概念模型,提出了相关假设,通过实证分析对假设进行了验证。结果表明:在信息感知质量的完全中介作用下,网络社群信息交换和人际互动对移动电商网络消费者信息分享意愿有显著的正向影响。

According to the characteristics of network community interaction, the network community interaction of mobile e-commerce is divided into two dimensions: information exchange and interpersonal interaction. This paper constructs a conceptual model of the influence of network community interaction on consumers’ willingness to share information in mobile e-commerce, puts forward relevant hypotheses, and verifies them through empirical analysis. The results show that under the complete mediation of information perceived quality, the information exchange and interpersonal interaction of network communities have a significant positive impact on consumers’ willingness to share information in mobile e-commerce network.