| S-O-R视角下社会化商务意愿的实证研究 |
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| 引用本文： | 甘春梅,林恬恬,肖晨,许嘉仪.S-O-R视角下社会化商务意愿的实证研究[J].现代情报,2018,38(9):64. |
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| 作者姓名： | 甘春梅 林恬恬 肖晨 许嘉仪 |
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| 作者单位： | 1. 中山大学资讯管理学院, 广东 广州 510006;2. 中山大学管理学院, 广东 广州 510006;3. 广东外语外贸大学教育技术中心, 广东 广州 510420 |
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| 基金项目： | 中央高校基本科研业务费专项资金项目"S-O-R框架下社会化商务用户行为机理：理论模型与实证研究"（项目编号：16WKPY35）；国家自然科学基金青年项目"基于使用与满足理论的社交媒体使用机理研究：从采纳到持续使用的行为转变"（项目编号：71403301）。 |
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| 摘 要： | 为了深入揭示社会化商务用户行为的内在机理，以S-O-R模型为基础，构建理论模型，以探讨人际互动、社会支持对信任及其社会化商务意愿的影响。通过问卷方式搜集339份有效样本，并采用结构方程模型进行数据分析。结果显示，基于能力、诚实与善意的信任均显著影响社会化商务用户的购物意愿和分享意愿；感知专业性显著影响基于能力、善意和诚实的信任，而感知相似性则显著影响基于能力和善意的信任。此外，信息支持显著影响基于能力和善意的信任，而情感支持显著影响基于能力的信任。
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| 关 键 词： | S-O-R模型 人际互动 社会支持 信任 社会化商务 购物意愿 分享意愿 |
An Empirical Study on Social Commerce Intention: From the Perspective of S-O-R Model |
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| Authors: | Gan Chunmei Lin Tiantian Xiao Chen Xu Jiayi |
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| Institution: | 1. School of Information Management, Sun Yat-sen University, Guangzhou 510006, China;2. Business School, Sun Yat-sen University, Guangzhou 510006, China;3. Education Technology Center, Guangdong University of Foreign Studies, Guangzhou 510420, China |
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| Abstract: | Based on the S-O-R model,this study built a theoretical model so as to reveal user behavior in social commerce context.In particular,this study attempted to explore the effects of interpersonal interaction and social support on trust and social commerce intention.339 valid data were collected via survey questionnaire and further analyzed using structural equitation model.The results showed that,trust based on ability,integrity and benevolence significantly affected purchase intention and sharing intention.Also,perceived expertise had a significant impact on trust,and perceived similarity significantly influences trust based on ability and benevolence.In addition,information support significantly impacted trust based on ability and benevolence,and emotional support had a significant effect on trust based on ability. |
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| Keywords: | S-O-R model interpersonal interaction social support trust social commerce purchase intention sharing intention |
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