社交电子商务及消费者购买意愿研究述评

Social E-commerce and Consumer Purchase Intention Research Review

社交电子商务的兴起给传统电子商务企业带来了新的机遇和挑战,这对消费者也是一个巨大的改变。所以,理解社交电商背景下的消费者行为,对于那些旨在更好的影响消费者并利用其社会关系的公司来说,变得至关重要。本文对近年来研究社交电商用户购买意愿的外文文献进行综述分析,介绍了社交电商的发展历程及定义演变,然后就社交电子商务背景下用户购买意愿的三个主要影响因素(信任、人际关系和社交电商组件)进行了综合性的文献评述,为企业提供一定的理论指导,也为我国社交电子商务持续健康的发展提供理论上的参考。

The rise of social e-commerce has brought new opportunities and challenges to traditional e-commerce enterprises,which is also a huge change for consumers.Therefore,understanding consumer behavior in the context of social e-commerce becomes crucial for companies aiming to better influence consumers and take advantage of their social relationships.This paper reviews the foreign literature of research in recent years for e-commerce users purchase intention,introduces the development of social e-commerce and definition of evolution,and then under the background of social e-commerce users purchase intention,comprehensive review of the literature is carried out based on the three main factors influencing users purchase intention,trust,interpersonal relationship and social commerce components,which provides certain theoretical guidance for the enterprise,and also provides theoretical reference for sustained and healthy development of social e-commerce in China.