期刊论文

Consumers＇ intention to participate in social commerce from a consumer experience perspective

中文

管理工程学报

Journal of Industrial Engineering and Engineering Management

1004-6062

2017

31

2

40-46

10.13587/j.cnki.jieem.2017.02.005

国家自然科学基金青年科学基金资助项目(71602152)；

本校为其他机构

社会化商务是指基于社会化媒体来进行商务活动的新兴商业模式。作为一种新兴的商业模式,消费者参与社会化商务活动的动机依然缺乏深入的研究。本研究试图从消费者体验的视角分析社会化商务中消费者的参与意向,并基于刺激-机体-反应框架建立了社会化商务中的消费者参与模型,分析了社会化商务环境中的技术特征是如何影响消费者体验,及其参与社会化商务活动的意向。以人人网和新浪微博用户作为调查对象进行实证分析,数据结果表明,消费者体验(社会支持、社会存在及沉浸体验)决定了消费者参与社会化商务的意向,而消费者体验主要受交互性、个性化和社交性技术特点的影响。

s Social commerce is a new business model which uses social media for assisting commercial activities. The increasing impact of social commerce isnow becoming quite obvious to different types of corporations. In spite of the promising opportunities provided by social commerce, the literature onmotivation behind participating in social commerce is very limited. This study is inspired mainly by the lacunae in the literature on consumers＇ participationbehavior in social commerce. This study attempts to provide initial insights into consumers＇ in...