社会化电子商务中消费者主动与被动好评的影响

Influence of Consumers' Active and Passive Favorable Comments in Social Commerce

Yahoo(2005)最先提出社会化电子商务这一概念,认为社会化电子商务是电子商务的一个子集,包括使用社会媒体,支持社会互动的网络媒体,以及协助产品和服务在线购买和销售的用户贡献。通过文献综述,并结合社会支持理论和信任转移理论,构建了一个社会化电子商务的研究模型,提出主动评价和被动评价能够通过信任对消费者购买意向产生相反的影响。最后提出了研究展望。

Yahoo (2005) first put forward the concept of social commerce, defining it as a subset of electronic . It consists of users' contributions by social media, net media that support social interaction as well as online sales and purchase of products and services.Based on literature review, and combining the social support theory with the trust transfer theory, this paper constructs a research model of social commerce, and puts forth a view that active comments and passive comments have the opposite effect on consumers' purchase intention through trust. Lastly, the research prospect is proposed.