“社交电商”用户购买意向驱动因素的模型与实证分析

Model and Empirical Analysis of Driving Factors of Consumer Purchasing Intention in“Social E-Commerce”

“社交电商”借助社交平台的互动性优势,契合了广大消费者需求,进一步推广了发现式消费模式.从消费者角度入手,基于TAM与UTAUT理论模型对影响“社交电商”用户购买意向驱动因素进行分析,结果表明:用户的感知有用性对感知可信度产生正向影响,感知易用性对感知配合度产生正向影响,感知风险性对感知有用性产生负向影响,主观规范对感知可信度与感知有用性产生正向影响,感知配合度对感知易用性产生正向影响,感知配合度、感知可信度、感知优越性及感官印象均对感知有用性产生正向影响.建议各企业应充分了解用户购买行为的发生原因,从而制定合理有效的营销策略;国家也应从消费者角度考虑,积极部署切实可行的发展战略,以鼓励、规范“社交电商”的发展.

By virtue of the interactive advantages of social platform,“social e-commerce”meets the needs of consumers and further promotes the discovery consumption model.Starting from the perspective of consumers,this study puts forward some hypotheses based on the theoretical model of TAM and UTAUT.Throughout correlation analysis,it shows that the user’s perceived usefulness has a positive influence on perceived credibility,perceived ease of user has a positive influence on perceived cooperation degree,the perceived risk exerts a negative impact on perceived usefulness,subjective norm has a positive influence on perceived credibility and perceived usefulness,perceived fit degree has positive influences on perceived ease of user,perceived cooperation degree,perceived credibility,sense of superiority and sensory impressions have positive influences on perceived usefulness.This paper suggests that enterprises should fully understand the reasons for users’purchase behavior,so as to develop reasonable and effective marketing strategies.