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[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] Reveal the new e-commerce derivative model - factors influencing user behavior in social business situations, and explore the sustainable development of social commerce platforms and relevant marketing suggestions. [Methods / Processes] Based on the S-O-R (stimulus-organism-response) model, the affective state is introduced as a mediating variable to construct a theoretical model of the influencing factors of user behavior in a social business context. A total of 277 valid samples were collected by questionnaire and analyzed by structural equation modeling. [Results / Conclusion] The quality of information and the strength of the relationship significantly affect the user’s emotional state in the socialized business context. The emotional state significantly influences the willingness to purchase and the content diffusion. However, the business information graphic features have no significant effect on the emotional state, However, the characteristics of the business information graphics will directly affect the user’s willingness to buy.