社会化媒体是否能促进网络购买?——基于技术接受模型的实证研究

Do Social Media Influence Online Shopping Intention?——Based on the Research on Technology Acceptance Model

近年来社会化媒体迅速发展,逐渐成为比传统媒体更有效的传播渠道。社会化媒体营销通过互联网和移动互联网传播得以实现。在网络情境中,个体、技术、质量和环境等因素均与线下购买情境截然不同。以技术接受模型为理论基础研究在网络情境中社会化媒体对网络消费者购买意愿的影响机制,以结构方程模型的研究方法探索信息丰富度、用户真实性、兼容贯通性和隐私保密性等因素对网络消费者购买意愿的影响,以及感知有用性、感知易用性和信任的中介作用。研究发现,在以上因素影响购买意愿的过程中,感知易用性是兼容贯通性、信息丰富度和用户真实性的中介因素,感知有用性是信息丰富度的中介因素,信任是信息丰富度和用户真实性的中介因素。同时发现,信任在感知易用性影响感知有用性中起中介作用,且信任直接影响网络消费者的购买意愿。

In recent years,social media has developed rapidly and become a more effective marketing channel than traditional media.Social media marketing is realized through Internet and mobile Internet.In the online situation,factors such as individual,technology,quality and environment are totally different from the offline purchase situation.Based on the technology acceptance model (TAM),and by using SEM method,the authors study the characteristics of social media,including informativeness,authenticity of user,interconnectivity and confidentiality of privacy,and explore how these factors have an effect on network consumers'purchase intention and the intermediary role of perceived usefulness perceived ease of use and trust. It is found that in the process that the above factors affecting purchase intention,perceived ease of use is the intermediary factor of informativeness,authenticity of user and interconnectivity;perceived usefulness is the intermediary factor of informativeness;and trust is the intermediary factor of informativeness and authenticity of user.Also,it is found that trust plays an intermediary role in perceived ease of use influencing perceived usefulness,and directly affects the purchase intention of online consumers.