平台酷感知对社会化商务采纳意愿的影响机制研究

Research on the Influence Mechanism of Perceived Coolness of Platform on Social Commerce Adoption Intention

文章在社会化商务情境下,基于社会风险感知和独特性感知的视角,探讨了社会化商务平台酷感知(吸引力、原创性和亚文化性)与社会化商务采纳意愿之间的关系,并深入分析社会风险感知和独特性感知在两者之间的中介作用。结果表明:吸引力正向影响独特性感知,对社会风险感知的影响不显著;原创性和亚文化性正向影响社会风险感知和独特性感知;社会风险感知负向影响社会化商务采纳意愿,独特性感知正向影响社会化商务采纳意愿。同时验证了社会风险感知在原创性、亚文化性与社会化商务采纳意愿之间的中介作用;也验证了独特性感知在吸引力、原创性、亚文化性与社会化商务采纳意愿之间的中介作用。研究结果为社会化商务平台提升消费者采纳意愿提供了理论支持和实践建议。

In the context of social commerce,based on the perspective of risk perception and perceived uniqueness,this paper ex⁃plores the relationship between perceived coolness(attraction,originality and subculture)of social commerce platform and adoption intention of social commerce,and analyzes the mediating role of social risk perception and perceived uniqueness between the two.The results show that:attraction has a positive impact on perceived uniqueness,but has no significant impact on social risk percep⁃tion;originality and subculture have a positive impact on social risk perception and perceived uniqueness;social risk perception has a negative impact on social commerce adoption intention,and perceived uniqueness has a positive impact on social commerce adoption intention.At the same time,it verifies the mediating role of social risk perception between originality,subculture and so⁃cial business adoption intention.It also verifies the mediating role of perceived uniqueness between attraction,originality,subcul⁃ture and social commerce adoption intention.The research results provide theoretical support and practical suggestions for social commerce platform to enhance consumer adoption intention.