本文選題：社會(huì)化商務(wù) + 交互性　； 參考：《管理學(xué)報(bào)》2017年07期

【摘要】：理解消費(fèi)者在社會(huì)化商務(wù)環(huán)境中的決策行為,對(duì)商家有效利用社會(huì)關(guān)系的力量來(lái)影響消費(fèi)者尤為重要�；诖�,以刺激-機(jī)體-反應(yīng)理論和社會(huì)交換理論為基礎(chǔ),建立一個(gè)社會(huì)化商務(wù)環(huán)境下水果消費(fèi)者購(gòu)買決策模型,分析社會(huì)化商務(wù)特性對(duì)社會(huì)支持和購(gòu)買意愿的影響機(jī)理。實(shí)證研究發(fā)現(xiàn),交互性、粘性和口碑推薦對(duì)信息支持和情感支持都有積極的影響,其中口碑推薦的影響最大;信息支持和情感支持對(duì)購(gòu)買意愿有重要的促進(jìn)作用,且存在部分中介效應(yīng),這揭示了社會(huì)化商務(wù)特性對(duì)購(gòu)買意愿影響的內(nèi)在作用機(jī)制。
[Abstract]:It is very important to understand the decision-making behavior of consumers in the socialized business environment and to make effective use of the power of social relations to influence consumers. Based on the theory of stimulus-organism response and social exchange, a model of purchasing decision for fruit consumers in a socialized business environment is established, and the influence mechanism of the characteristics of socialized commerce on social support and purchase intention is analyzed. The empirical study found that interactivity, stickiness and word-of-mouth recommendation have a positive effect on information support and emotional support, among which word-of-mouth recommendation has the greatest impact; information support and emotional support play an important role in promoting purchase intention. And there are some intermediary effects, which reveals the internal mechanism of the influence of socialized business characteristics on purchase intention.
【作者單位】： 華南農(nóng)業(yè)大學(xué)經(jīng)濟(jì)管理學(xué)院;華中科技大學(xué)管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金資助項(xiàng)目(71501078,71332001,71633002) 廣東省社會(huì)科學(xué)基金資助項(xiàng)目(GD14CGL10) 廣東省高等學(xué)校優(yōu)秀青年教師培養(yǎng)計(jì)劃資助項(xiàng)目(YQ2015031)
【分類號(hào)】：C912.3;C913.3
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本文編號(hào)：2031726