零售企业对移动社交媒体的持续使用意愿

The Study on Continuous Usage Intention of Retailers on Mobile Social Media

随着移动互联网的快速发展,移动社交媒体已经成为零售企业开展营销活动、实施品牌推广、发布产品信息的重要平台,与个体用户重点关注自身主观感受不同,零售企业在选择移动社交媒体时,需要综合评估预期使用效果、企业获益情况以及可能付出的成本。基于此,可根据移动社交媒体的特征,借助价值采纳模型(VAM)、期望确认模型(ECM)等成熟理论,来分析零售企业持续使用移动社交媒体的影响因素。对264个零售企业样本进行统计分析发现,感知有用性对感知价值和满意度均具有正向影响,期望确认仅正向作用于满意度;使用成本负向影响感知价值,而系统特性有助于提升零售企业满意度;感知价值和满意度对移动社交媒体的持续使用意愿均具有显著正向影响。因此,对移动社交媒体服务商来讲,为更好地满足企业顾客需求,增加服务附加价值和维系客户关系,构建移动互联网领域核心竞争优势,一要从提高感知有用性与降低使用成本两方面入手,增加零售企业使用过程中以及使用后的感知价值;二要重视影响零售企业满意度的内外部因素,在提升企业使用媒体主观感受的同时,关注媒体系统的稳定性和可靠性;三要重视企业顾客与个体消费者在使用目的与使用需求上的差异,既致力于使零售企业获得更多收益,又通过提供多元化的功能、良好的服务、可靠的系统来提升零售企业使用该媒体的满意程度。

With the rapid development of mobile Internet,the study focuses on factors that influence the continuous usage intention of retailers on mobile social media based on integrated perspective of value acceptance model and expectation confirmation theory. The study analyzes data from 264 retailers and test hypothesis by structural equation model. The findings show that perceived usefulness has positive influences on perceived value and satisfaction,and confirmation only positively impacts satisfaction. Meanwhile,perceived cost negatively influences perceived value,but system characteristic has positive influence on satisfaction of retailers. Perceived value and satisfaction both have positive impact on continuous usage intention of mobile social media. So,for mobile social media service providers,to better meet the requirements of enterprise customers, increase the added value of service and maintain customer relation,and build the core competitive advantages of mobile Internet, first,they should increase the retail enterprises’perceived value before and after the usage;second,they should pay more attention to factors that will have impact on the satisfaction of retail enterprises;and third,they should pay more attention to the difference between enterprises customers and individual customers in terms of purpose and requirement.