基于信任与网站质量视角下的社会化商务驱动因素研究

Research on Driving Factors of Social Commerce from the Perspective of Trust and Website Quality

信任与网站质量被认为是影响社会化商务的最主要的两个因素,在综合了社会化商务的三大要素后,提出社会化商务的驱动因素模型和研究假设。研究设计调查问卷,利用PLS模型对假设进行检验,模型结果表明信任水平在社会化商务三大要素的积极作用下与社会化商务网站质量共同正向影响社会化商务使用意愿,同时网站质量也可以促进信任水平的提高。

Both trust and website quality are supposed to be significant factors in the development of social commerce; combined with three major elements of social commercial, driving factor model and research hypotheses of social commerce are proposed. Questionnaire is studied and designed; hypotheses are validated by using PLS model ; model result shows that with the positive effect of three elements of social commerce, trust level as well as website quality of social commerce positively influences willing to use social commerce ; meanwhile, website quality can promote improvement of trust level.