网络嵌入对消费者团购意愿影响的实证研究

Impact of Network Embeddedness on the Intention for Online Group-buying

网络团购以其独特的消费模式广受消费者、供应商及相关电子商务网站青睐。以往关于团购的相关文献主要着眼于消费者个体特征对网络团购意愿的影响,缺乏基于群体视角的研究。而随着互联技术的提高,消费者参加网络团购这一行为是嵌入于社会网络之中的,其决策必然受到群体因素影响。鉴于团购环境的改变,以社会网络理论为基础,探讨了网络群体结构嵌入、关系嵌入对团购购买意愿影响的作用机理,检验了感知控制和信任的中介效应,并对比分析了不同团购方式的影响程度。实证结果表明,对于网站发起式团购和消费者发起式团购方式,网络结构嵌入和关系嵌入的影响程度有显著差异。

Online group-buying, as a kind of popular consumption model, has increasingly been recognized by consumers, suppliers and the related electronic business website. The previous literature focuses only on individual characteristics hut lacks of the group perspective. With the development of the SNS technology, the consumers who participate in group-buying are involved in a certain social network, whose decision are impact by the group characteristics. Based on social network theory, this study explores the mechanism of the effect of group structural embeddedness, relational embeddedness on buying intention, and tests the mediating effect of perceived control and trust. Through empirical research, we find that structural embeddedness and relational embeddedness have different impact on consumers＇ buying intention, either the purchase is website-initiated or consumer-initiated.