社交电商氛围线索对顾客角色外行为的影响

The Influence of Social E-commerce Atmosphere Cues on Customer Out-of-role Behavior

本研究以社交电商为背景,以社交电商中的消费者为调查对象,探究社交电商氛围线索对顾客角色外行为的影响。基于社会交换理论建立了氛围线索、顾客认同和顾客角色外行为的关系模型,通过问卷调查进行实证分析,对本研究提出的理论模型和假设进行检验。研究结果显示社交电商氛围线索(任务线索、审美线索、社交线索)对顾客角色外行为(顾客帮助、顾客反馈、顾客推荐)具有显著的正向影响,顾客认同在社交电商氛围线索和顾客角色外行为之间的关系中起到部分中介作用。本研究在理论上为氛围线索和顾客角色外行为的研究提供了新鲜视角,同时也在实践上为国内社交电商提供了新的运营思路和策略建议。

This study takes social e-commerce as the background and consumers in social e-commerce as the survey object to explore the influence of social e-commerce atmosphere cues on customers'out-of-role behavior.Based on social exchange theory,the relationship model of atmosphere cues,customer identification and customer out-of-role behavior is established,and empirical analysis is carried out through questionnaire survey to test the theoretical model and hypothesis proposed in this study.The research results show that social e-commerce atmosphere cues(task cues,aesthetic cues,social cues)have a significant positive impact on customer out-of-role behaviors(customer help,customer feedback,customer recommendation),and customers identify with social e-commerce atmosphere cues and customers.Partially mediating the relationship between out-of-role behaviors.This study provides a fresh perspective for the study of atmosphere cues and customer out-of-role behavior in theory,and also provides new operational ideas and strategic suggestions for domestic social e-commerce in practice.