技术可供性视角下社会化商务用户购买意愿研究

Research of Users’Purchase Intention in Online Social Commerce from the Perspective of IT Affordance in Online Social Business

【目的/意义】社会化商务以其独特的技术功能为支持,开创了社交与购物相融合的全新商务情景,从技术解释视角探究可供性对社会化商务用户购买意愿的内在作用机理,有助于深入挖掘社会化商务技术功能的商业价值。【方法/过程】以技术可供性和社会支持为理论基础,构建社会化商务平台中用户购买意愿的影响因素模型。通过问卷调查法搜集到621份有效问卷,运用结构方程模型进行实证检验。【结果/结论】结果显示,除可视性外,技术可供性的五个维度对信息支持有正向影响;除表达性外,技术可供性的五个维度对关系支持有正向影响,且信息支持和关系支持均正向影响用户购买意愿。【创新/局限】创新性地结合了技术可供性和社会支持理论,从可供性视角出发,探究了具体社会化商务情景中用户购买意愿形成的影响因素。但由于在线关系同时也对社会化商务用户购买意图具有重要影响,未来在本文的研究基础上可以探究在线关系不同类型的重要价值。

【Purpose/significance】Supported by its unique technical functions,social commerce created a new business scenario that combines social contact and shopping.Exploring the internal mechanism of affordance on the purchase intention of social commerce users from the perspective of technical interpretation will helps to deeply excavate the commercial value of social commerce technology functions.【Method/process】Based on the theory of IT affordance and social support,a model of influencing factors of users’purchase intention in social commerce platforms is constructed.621 valid questionnaires were collected through the questionnaire survey method,and the structural equation model was used for empirical testing.【Result/conclusion】The results show that in addition to visibility,the five dimensions of IT affordance have a positive impact on information support;in addition to visibility,the five dimensions of IT affordance have a positive impact on relationship support,and information support and relationship support positively affects users’purchase intentions.【Innovation/limitation】Innovatively combining IT affordance and social support theories,from the perspective of affordance,this paper explores the factors that influence the formation of users’purchase intentions in specific social commerce scenarios.However,because online relationships also have an important impact on the purchase intention of social commerce users,the important value of different types of online relationships can be explored on the basis of the research in this article in the future.