管理工程学报2017，Vol.31Issue(2)：40-46,7.DOI:10.13587/j.cnki.jieem.2017.02.005
社会化商务环境下消费者参与意向研究:基于体验的视角
Consumers' intention to participate in social commerce from a consumer experience perspective
摘要
Abstract
Social commerce is a new business model which uses social media for assisting commercial activities.The increasing impact of social commerce is now becoming quite obvious to different types of corporations.In spite of the promising opportunities provided by social commerce,the literature on motivation behind participating in social commerce is very limited.This study is inspired mainly by the lacunae in the literature on consumers' participation behavior in social commerce.This study attempts to provide initial insights into consumers' intention to participate in social commerce from a consumer experience perspective.Based on the stimulus-organism-response (S-O-R) framework,this study develops a research model to examine how technological features (interactivity,personalization and sociability) of the social commerce environment influence consumer experiences (social support,social presence and flow),and subsequent social commerce intention.This model is then empirically examined by using survey data collected from two pioneering online social network communities,namely Renren (N=563) and SinaWeibo (N=446).The findings of this study indicate that technological environmental features of social commerce significantly influence consumers' experiences,and these experiences in turn influence their intention to participation.First,regarding technological environmental features,interactivity is found to have a significant impact on social support and flow in Renren,and sociability has a positive effect on social support,social presence,and flow in Renren and SinaWeibo.Moreover,our results show that personalization has strong effect on social support,social presence,and flow.Its effect size is greater than that of interactivity and sociability in Renren and SinaWeibo.Second,regarding consumer experiences we found support for direct relationship between flow and social commerce intention in Reuren and SinaWeibo.Social presence influences social commerce intention in Renren,and social support plays a greater role in influencing social commerce intention than social presence and flow experiences in Renren and SinaWeibo.Third,the findings demonstrate that social support has a positive influence on social presence in Renen and SinaWeibo,and social presence increases flow experience in Renren.This study makes a few important contributions to the extant literature.First,although researchers and practitioners acknowledge the potential role of social commerce,little attention has been paid to consumers' participation behavior in social commerce.This study contributes to social commerce literature by explaining intention to participate in social commerce.Second,we employ the S-O-R model to link technological environments of social commerce to consumers' participation behaviors.Based on previous studies,we identify three technological characteristics,namely interactivity,personalization and sociability.These three characteristics capture key features of the social commerce environment and thus shed light on this new phenomenon.Third,we develop a framework of consumer experiences including social support,social presence,and flow for the social commerce environment,and examine the roles of these three experiences in motivating consumers to participate in social commerce.关键词
社会化媒体/社会化商务/技术特点/消费者体验/S-O-R框架Key words
Social media/Social commerce/Technological feature/Consumer experience/S-O-R framework分类
管理科学引用本文复制引用
张洪,鲁耀斌,向纯洁..社会化商务环境下消费者参与意向研究:基于体验的视角[J].管理工程学报,2017,31(2):40-46,7.基金项目
国家自然科学基金青年科学基金资助项目(71602152) （71602152）
