现代情报2018，Vol.38Issue(3)：51-57,7.DOI:10.3969/j.issn.1008-0821.2018.03.008
基于SOR模型的社会化商务用户行为机理研究
Research on Social Commerce Users Behaviour Mechanism Based on SOR Model
摘要
Abstract
The rapid development of social media technologies and its integration with e-commerce produce social commerce. But many social commerce platforms face problems such as low participation of users and users' departure affect-ed the sustainable operation and development of the platforms. This paper examined social commerce users' behaviour based on the SOR model. 340 valid questionnaires were collected to analyze the factors that influence user behavior with the struc-tural equation model. The results showed that emotional support, informational support and service quality significantly in-fluence sense of virtual community, affected users' usage behavior and sharing behavior. Therefore, social commerce plat-forms needed to pay attention to the online social support and service quality in the community in order to promote users' be-haviour and ensure the success implementation of social commerce.关键词
SOR/社会化商务/用户行为/机理/信息支持/虚拟社区感Key words
SOR/social commerce/informational support/sense of virtual community分类
管理科学引用本文复制引用
周涛,陈可鑫..基于SOR模型的社会化商务用户行为机理研究[J].现代情报,2018,38(3):51-57,7.基金项目
国家自然科学基金项目"社会交互对用户参与社会化商务行为的作用机理研究"(项目编号:71771069) （项目编号:71771069）
NSFC-浙江两化融合联合基金项目"电子商务驱动的产业集群转型与竞争力提升研究"(项目编号:U1509220). （项目编号:U1509220）
