用户生成内容特征对社会化电商消费者购买意愿的影响研究

Research on the impact of UGC characteristics on the socialized e-commerce consumers' purchase intention

以社会影响理论为基础,引入信任维度作为中介变量,构建用户发表内容特征对社会化电商消费者购买意愿的概念模型,并采用探索性因子分析和线性回归分析对问卷调查数据进行分析。研究结果表明:用户发表内容特征包括信息性影响特征和规范性影响特征2个因子;信任包括诚实、能力和善意2个因子;用户发表内容特征对社会化电商消费者购买意愿具有显著正向影响;信息性影响特征对信任维度具有显著正向影响。但是,规范性影响特征只对能力与善意具有显著影响,诚实对消费者购买意愿具有显著正向影响。在研究结论的基础上,针对社会化电商平台和消费者提出建议。

Based on social influence theory,this paper constructs a theoretical model describing the impact of UGC characteristics on socialized e-commerce consumers’purchase intention through introducing trust as the mediator.By exploratory factor analysis and linear regression analysis,this paper analyzes the data collected in the questionnaire survey.The results show that UGC characteristics can be divided into informational and normative influence,trust includes two factors named as honesty,ability and goodwill.Both factors of UGC characteristics have positive effects on consumers’purchase intention,and informational influence has positive impacts on trust,while normative influence has positive effect on ability and goodwill,and honesty has positive effect on consumers’purchase intention.According to the above-mentioned conclusions,suggestions are presented for both social e-commerce platforms and consumers.