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本文在社交商务情境下,构建了社会存在感(感知虚拟存在)与消费者满意度的关系模型,引入感知价值作为中介变量,并探讨外在经济奖励的调节作用。以网络购物者为调研对象,进行问卷调查。实证分析结果表明:社会存在感对消费者满意度有显著正向影响;感知价值的三个维度功利价值、享乐价值、社会价值对用户满意度有显著正向影响,且在社会存在感和满意度之间具有部分中介作用;外在经济奖励对上述关系具有调节作用。本研究补充了相关理论,对企业提升社交商务消费者满意度有一定的现实意义。
In the context of social business, this paper builds a model of the relationship between social presence (perceived virtual existence) and consumer satisfaction, introduces perceived value as an intermediary variable and explores the regulatory role of external economic incentives. To online shoppers as the research object, a questionnaire survey. The results of empirical analysis show that social presence has a significant positive impact on customer satisfaction. The three dimensions of perceived value have significant positive effects on utility satisfaction, satisfaction value, hedonic value and social value. And in the sense of social existence and satisfaction Degree has a part between the intermediary role; external economic incentives have a regulatory role in the above relationship. This study supplements the relevant theories and has some practical significance for enterprises to enhance the satisfaction of social commerce consumers.