后疫情时代社区电商用户持续购买意愿影响因素研究

Study on Influencing Factors of Community E-commerce Users’Continuous Purchasing Intention in the Post Epidemic Era

[目的/意义]新冠疫情发生后,社区电商迎来了短暂的爆发。当新冠疫情渐渐平息、得到控制之后,如何维持社区电商的发展、如何提高社区电商用户的持续购买意愿成为研究的重点。[方法/过程]基于上述背景,在信息系统持续使用模型(ECM-ISC)的基础上进行相应扩展,引入社区电商因素、用户自身因素和风险感知等变量,在此基础上提出本文的研究假设,设计问卷进行实证研究。[结果/结论]通过研究发现,在后疫情时代,本文的研究假设均成立,其中感知有用性对用户持续购买意愿的影响最大,其次是用户满意度,后疫情时代用户的风险感知变小,因此管理的侧重点可以适当从疫情本身转移对疫情突发状况的预防以及社区电商的应急管理。

[Purpose/significance]After the outbreak of the epidemic,community e-commerce ushered in a brief outbreak.When the epidemic gradually subsided and was under control,how to maintain the development of community e-commerce and how to improve the continuous purchase intention of community e-commerce users became the focus of academia.[Method/process]Based on the above background,this study extended the information system continuous use model accordingly,and introduced variables such as community e-commerce factors,users’own factors and risk perception.On this basis,the research hypothesis of this study was proposed and questionnaires were designed for empirical research.[Result/conclusion]It is found that in the post-pandemic era,all the hypotheses in this study are valid,among which perceived usefulness has the greatest impact on users’willingness to continue to buy,followed by user satisfaction.In the post-epidemic era,users’risk perception becomes smaller,so the focus of management can be appropriately shifted from the epidemic itself to the prevention of epidemic emergencies and the emergency management of community e-commerce.