社会化商务情境下用户行为影响因素研究:基于S-O-R模型

Empirical Analysis on Factors Affecting User Behavior in Social Commerce

[目的 /意义]揭示新型电子商务衍生模式——社会化商务情境下的用户行为影响因素,探索社会化商务平台的可持续发展及相关营销建议。[方法 /过程]基于S-O-R(刺激-有机体-反应)模型,引入情感状态作为中介变量,构建社会化商务情境下用户行为影响因素的理论模型。通过问卷采集277份有效样本,利用结构方程模型进行数据分析。[结果 /结论]信息质量、关系强度显著影响用户在社会化商务情境中的情感状态,情感状态显著影响其购买意愿和内容扩散行为;而商业信息图文特征则对情感状态不产生显著影响,但商业信息图文特征会直接影响用户的购买意愿。

[Purpose/significance] This paper aims to discover the factors affecting user behavior in the derivative situation of e-commerce,social commerce,and explore the sustainable development and related marketing advice of it.[Method/process] This paper put forward a theoretical model of factors affecting user behavior in social commerce by integrating emotional state impact into the Stimulus-Organism-Response(S-O-R) framework.277 valid samples were collected by questionnaires and PLS.[Result/conclusion]The results show that information quality and tie strength significantly affect user emotional states,while emotional states positively affect user behavior.In addition,graphic features of business information have indirect effects on user emotional states,while it has direct effect on purchase intention.