基于S-O-R理论的社交电商平台消费者持续购买意愿影响因素研究

Study on the Influencing Factors of Consumers'Continuous Buying Intention on Social E-Commerce Platform Based on S-O-RTheory

基于刺激-机体-反应(S-O-R)理论,探究了社交电商平台氛围特征对消费者持续购买意愿的影响机制。通过网络问卷调查方式共收集到有效问卷528份,并通过结构方程对模型及假设进行验证分析。研究结果表明:社交电商平台的支持性氛围对消费者的感知信任有显著的正向影响;社交电商平台的互动氛围、支持性氛围对消费者的感知娱乐性均有显著的正向影响;消费者的感知娱乐性显著正向影响其感知信任;消费者的感知信任、感知娱乐性均显著正向影响其持续购买意愿。

Based on S-O-R theory,this paper studies the influence mechanism of social e-commerce platform atmosphere on consumers'continuous buying intention.Based on the analysis and test of 528 valid questionnaires and the structural equa-tion,it analyzes and tests the conceptualmodel and hypothesis.Results show that the supportive atmosphere of social e-com-merce platforms have significant positive effects on consumers'perceived trust.At the same time,the interactive atmosphere and supportive atmosphere of social e-commerce platforms have significant positive effects on consumers'perceived playful-ness.What’s more,consumers'perceived playfulness significantly positively affects their perceived trust.Consumers'per-ceived trust and perceived playfulness significantly positively affect their intention to continue buying.