摘要
社会化媒体技术与社会关系网络促进了社会化商务(SC)的价值创造,如何有效利用技术与用户的关系结构是SC企业提高其平台购买转化率的关键.从双重视角探索技术与关系如何影响用户购买决策,基于刺激-机体-反应框架,构建了以技术可供性和强、弱关系为刺激因素,信息诊断性和意外发现性为内在机体状态,社会化购买意向为"反应"的理论模型,探索了用户社会化购买行为的发生机制.以具有社会化购买体验的微信用户作为研究对象,运用SmartPLS 3.0对模型进行了路径检验和假设分析.研究结果发现:技术可供性与弱关系对信息诊断性和信息意外发现性具有正向影响;弱关系对信息意外发现性的影响作用大于强关系;信息诊断性正向影响信息意外发现性,信息诊断性与意外发现性对社会化购买意向均有显著正向影响;然而,强关系对信息意外发现性的影响不显著.信息诊断性与信息意外发现性部分中介了技术可供性对社会化购买意向的影响,完全中介了弱关系对社会化购买意向的影响,信息诊断性部分中介了强关系对社会化购买意向的影响.为进一步探究社会化购买行为提供了理论基础和实践指导.
Social media technology and social network facilitate the value creation of social commerce. It is a key question for social commerce companies to improve the purchase conversion efficiency by learning how to effectively harness the power of technology and social tie. However,few studies have explored how these two factors influence users’ purchase decision. To address this gap,this paper constructs a theoretical research model to explore the social purchase behavior mechanism based on S-O-R framework by integrating technology affordance as well as strong and weak tie as stimulus factors,diagnosticity and serendipity as organic factors,and social commerce purchase as the response factor. This study collected data from users with social commerce purchase experience on WeChat,and examined the hypothesis by using Smart PLS 3. 0. The results found that: technology affordance and weak tie have significantly positive effects on both diagnosticity and serendipity;the effect of weak tie on serendipity is larger than that of strong tie on serendipity;diagnosticity positively influences serendipity;both diagnosticity and serendipity have positive effects on social commerce purchase intention. However,this study also found that: strong tie has no significant effect on serendipity;diagnosticity and serendipity play a partial mediating role on the relationship between technology affordance and purchase intention and play a full mediating effect on the relationship between weak tie and purchase intention;diagnosticity plays a partial mediating role on the relationship between strong tie and purchase intention.This study extends research on social commerce and provides theoretical foundation and practical guidance for researchers and practitioners.
作者
董雪艳
王铁男
DONG Xue-yan;WANG Tie-nan(School of Management,Northwestern Polytechnical University,Xi'an 710072,China;School of Management,Harbin Institute of Technology,Harbin 150001,China)
出处
《管理科学学报》
CSSCI
CSCD
北大核心
2020年第10期94-115,共22页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(71902158,71671051,71972061,71701093)。
关键词
技术可供性
强关系
弱关系
信息诊断性
信息意外发现性
购买意向
technology affordance
strong ties
weak ties
information diagnosticity
information serendipity
purchase intention
