社会化电子商务用户信息采纳行为影响因素研究

The Study of Influence Factors on Social E-Commerce Users' Information Adoption Behavior

【目的/意义】通过研究社会化电子商务用户信息采纳行为的影响因素,引导与优化用户信息采纳行为。【方法/过程】本文以UTAUT模型为基础,引入信息质量、感知风险和信任环境3个变量,构建了社会化电子商务用户信息采纳行为影响因素模型并通过问卷调查进行实证研究。【结果/结论】研究表明绩效期望、社会影响、信息质量、信任环境和努力期望直接正向影响社会化电子商务用户信息采纳意向;感知风险负向影响社会化电子商务用户信息采纳意向;用户信息采纳意向、促成因素直接正向影响社会化电子商务用户信息采纳行为。

【Purpose/significance】By studying the influence factors on social e-commerce users＇ information adoption behavior, the users＇ information adoption behavior can be guided and optimized.【Method/process】Based on the UTAUT model,this paper introduces 3 variables： information quality,perceived risk and trust environment. The paper constructs an influence factors model on social e-commerce users＇ information adoption behavior and makes an empirical study through questionnaire survey. 【Result/conclusion】Research shows that performance expectation, social impact,information quality,trust environment and effort expectation have a direct impact on the adoption intention; perceived risk has a negative impact on the adoption intention of social e-commerce users; the adoption intention and the contributing factor have a positive impact on the social e-commerce users＇ information adoption behaviors.