管理工程学报2025，Vol.39Issue(5)：74-91,18.DOI:10.13587/j.cnki.jieem.2025.05.006
社交电商平台消费者忠诚建立:对信任与满意度的再认识
Building consumer loyalty to social e-commerce platforms:A re-understanding of trust and satisfaction
摘要
Abstract
In view of the declining year-on-year growth rate of China's social e-commerce transactions,which plunged from 255.8％in 2018 to 38.6％in 2021,and the erratic online consumer behavior,manifested in easy platform switching and the consequent transfer of consumers'affiliated social networks,developing consumer retention and loyalty strategies has become the key issue faced by social e-commerce platforms.In traditional e-commerce,trust and satisfaction are considered to be the key factors of consumer loyalty.Compared with traditional e-commerce platforms that increase transactions and consumer stickiness mainly through their interactions with individual consumers,social e-commerce platforms rely heavily on social interactions among consumers to attract and retain users and are characterized by interactivity,collaboration,community and sociality.This inevitably leads to a change in the interpretation of trust and satisfaction and their roles in promoting consumer loyalty in social e-commerce,which have not been effectively revealed and answered.Therefore,re-understanding and exploring trust and satisfaction and their mechanisms of influence on consumer loyalty on social e-commerce platforms is crucial to the development of customer retention strategies in social e-commerce and helps to enrich research on the components of online consumer trust and satisfaction. Hence,this paper reviews and reconceptualizes the development of consumer trust,satisfaction and the utility composition of satisfaction according to the dual attributes of social e-commerce platforms(i.e.,sociality and e-commerce).On this basis,a research framework of"consumer trust development-satisfaction formation-consumer loyalty building"is constructed.With an online questionnaire filled out by 774 social e-commerce consumers,this paper devises four PLS-SEMs to investigate how consumer trust and satisfaction influence the establishment of social e-commerce consumer loyalty.Using PLS predict algorithm,the four models are evaluated and the one with the strongest predictive capability is selected to verify the proposed research framework.In addition,this paper investigates the development pattern of consumer trust and the mechanisms of influence of the trust development chain and the multidimensional utility of satisfaction formation on consumer loyalty.Furthermore,given the fact that consumer loyalty building mechanisms vary with the type of social e-commerce,this paper takes group-buying and content-based social e-commerce platforms as an example according to the industry share and compares their consumer loyalty building mechanisms. The results show that consumer trust on social e-commerce platforms presents a development chain from economy-based trust to information-based trust and then to identity-based trust.Satisfaction is a second-order construct composed of intrinsic,image and interaction utilities.The trust development chain enhances overall satisfaction by improving the three utilities,which in turn promotes the consumer's attitudinal and behavioral loyalty,of which identity-based trust is a key node.On group-buying social e-commerce platforms,satisfaction may directly contribute to the consumer's behavioral loyalty,whereas in content-based social e-commerce,behavioral loyalty is built through attitudinal loyalty.That is,attitudinal loyalty plays a more important role in building consumer behavioral loyalty in the content-based social e-commerce context than in the group-buying social e-commerce context. Considering the dependence of social e-commerce on verticalized online communities,this paper draws on a dynamic developmental view of user trust in online communities to reconceptualize the consumer trust and its development chain on social e-commerce platforms,which provides a theoretical basis for the establishment mechanism of consumer trust in social e-commerce.Given that satisfaction is essentially a net utility,this paper focuses on the sociality and interactivity of social e-commerce platforms and redefines consumer satisfaction and its utility composition in social e-commerce according to the concept of social media user utility.On this basis,the concept of the second-order construct of consumer satisfaction on social e-commerce platforms is proposed and verified,which may serve as a structural and hierarchical measurement scheme for understanding the satisfaction formation in social e-commerce.Moreover,the difference in the roles of satisfaction and attitudinal loyalty in influencing the effect of consumer trust on behavioral loyalty between group-buying and content-based social e-commerce platforms are clarified,which contributes to an in-depth understanding of target consumers and their loyalty building mechanisms on different types of social e-commerce platforms both theoretically and empirically.Social e-commerce platforms can fully integrate the dual functions of sociality and e-commerce.Without compromising information security,it is advisable that social e-commerce platforms play a dual role of social networking and e-commerce by providing consumers with a diversified interactive space tailored to the needs of different groups,so that consumers can spontaneously form positive social networks based on their common interests,which in turn enhances their identity-based trust.Additionally,satisfaction promotion schemes should be designed,in order to gradually develop an interaction mechanism of mutual sharing and learning and cultivate loyal consumers.关键词
社交电商平台/偏最小二乘结构方程模型/信任/满意度/忠诚Key words
Social e-commerce platforms/PLS-SEM/Trust/Satisfaction/Loyalty分类
管理科学引用本文复制引用
朱郭奇,钱冬,李文文,王树森..社交电商平台消费者忠诚建立:对信任与满意度的再认识[J].管理工程学报,2025,39(5):74-91,18.基金项目
国家社会科学基金重大项目(23&ZD123) （23&ZD123）
教育部人文社会科学基金资助项目(21YJC790093) （21YJC790093）
陕西省自然科学基金项目资助(2021JM-113) The National Social Science Foundation Major Project(23&ZD123) （2021JM-113）
The Ministry of Education of Humanities and Social Science Project(21YJC790093) （21YJC790093）
The Natural Science Foundation of Shaanxi Province(2021JM-113) （2021JM-113）
