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数据分析与知识发现  2018, Vol. 2 Issue (4): 29-37     https://doi.org/10.11925/infotech.2096-3467.2017.1250
  研究论文 本期目录 | 过刊浏览 | 高级检索 |
社会化商务持续意愿影响因素的实证研究: 技术性因素与感知价值的影响*
甘春梅1(), 黄凯1,2, 许嘉仪1, 林恬恬2
1中山大学资讯管理学院 广州 510006
2中山大学管理学院 广州 510006
The Influences of Technological Factors and Perceived Values on Continuance Intention of Social Commerce: An Empirical Study
Gan Chunmei1(), Huang Kai1, Xu Jiayi1, Lin Tiantian2
1School of Information Management, Sun Yat-Sen University, Guangzhou 510006, China
2Business School, Sun Yat-Sen University, Guangzhou 510006, China
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摘要 

目的】本研究旨在深入揭示社会化商务持续意愿的影响因素。【方法】基于S-O-R模型, 结合技术性因素与感知价值, 构建社会化商务持续意愿理论模型。通过在线问卷搜集数据, 获得330份有效样本; 进一步运用PLS进行数据分析。【结果】结果显示, 交互性显著影响感知享乐性价值, 个性化显著影响感知功利性价值, 社交性显著影响感知价值, 而推荐性显著影响感知功利性价值和感知享乐性价值。与此同时, 感知功利性价值和感知享乐性价值显著影响社会化商务持续意愿。【局限】第一, 主要关注收益性价值的作用, 未考虑风险性价值的影响。第二, 主要针对年轻用户搜集数据, 未考虑不同年龄层用户可能的行为差异。第三, 未考虑不同类型社会化商务平台的差异可能造成的用户行为差异。【结论】本研究关注技术性要素与感知价值对社会化商务持续意愿的作用机理, 可以为相关服务提供商提供参考和建议。

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甘春梅
黄凯
许嘉仪
林恬恬
关键词 社会化商务S-O-R模型感知价值技术性因素持续意愿    
Abstract

[Objective] This study aims to find the reasons of continuously using social commerce sites. [Methods] We developed a theoretical model for continuance intention to use social commerce sites based on the S-O-R model as well as the technology factors and perceived values. A total of 330 valid samples were collected via an online questionnaire, which were analyzed by PLS-SEM. [Results] We found that interactivity significantly affected perceived hedonic values, personalization significantly impacted perceived utilitarian values, sociability had a significant effect on perceived values, and recommendation significantly influenced perceived utilitarian and hedonic values. Meanwhile, perceived utilitarian and hedonic values significantly affected continuance intention to use social commerce sites. [Limitations] First, this study only focuses on the effects of beneficial values rather than the risks. Second, our data was collected from young users. Third, social commerce sites might lead to different browsing behaviors. [Conclusions] Technological factors and perceived values pose some effect to continuance intention to use social commerce sites. This study provides references and guidelines for related service providers.

Key wordsSocial Commerce    S-O-R Model    Perceived Values    Technological Factors    Continuance Intention
收稿日期: 2017-12-11      出版日期: 2018-05-11
ZTFLH:  G354  
基金资助:*本文系中央高校基本科研业务费专项资金资助项目“S-O-R框架下社会化商务用户行为机理: 理论模型与实证研究”(项目编号: 16WKPY35)和国家自然科学基金青年项目“基于使用与满足理论的社交媒体使用机理研究: 从采纳到持续使用的行为转变”(项目编号: 71403301)的研究成果之一
引用本文:   
甘春梅, 黄凯, 许嘉仪, 林恬恬. 社会化商务持续意愿影响因素的实证研究: 技术性因素与感知价值的影响*[J]. 数据分析与知识发现, 2018, 2(4): 29-37.
Gan Chunmei,Huang Kai,Xu Jiayi,Lin Tiantian. The Influences of Technological Factors and Perceived Values on Continuance Intention of Social Commerce: An Empirical Study. Data Analysis and Knowledge Discovery, 2018, 2(4): 29-37.
链接本文:  
http://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/10.11925/infotech.2096-3467.2017.1250      或      http://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/Y2018/V2/I4/29
  社会化商务持续意愿的理论模型
题项 频率 百分比(%)
性别 204 61.82
126 38.18
年龄 18以下 4 1.21
18-24 215 65.15
25-29 45 13.64
30-34 11 3.33
35-39 11 3.33
40及以上 44 13.33
使用时间 ≤1个月 10 3.03
1-3个月 11 3.33
3-6个月 9 2.73
6-12个月 21 6.36
12-24个月 45 13.64
≥24个月 234 70.91
使用频率 一周多次 224 67.88
一周一次 36 10.91
两周一次 21 6.36
一个月一次 30 9.09
三个月一次 3 0.91
三个月以上一次 16 4.85
  有效样本的人口统计学特征
变量 测度项 因子载荷 AVE CR Cronbach’s α
交互性(IA) IA1 0.890 0.745 0.897 0.828
IA2 0.884
IA3 0.813
个性化(PL) PL1 0.884 0.722 0.912 0.872
PL2 0.872
PL3 0.836
PL4 0.806
社交性(SC) SC1 0.804 0.753 0.924 0.890
SC2 0.915
SC3 0.878
SC4 0.871
推荐性(RC) RC1 0.915 0.795 0.921 0.871
RC2 0.881
RC3 0.879
功利性价值(PUV) PUV1 0.800 0.760 0.927 0.894
PUV2 0.894
PUV3 0.909
PUV4 0.880
享乐性价值(PHV) PHV1 0.906 0.854 0.946 0.914
PHV2 0.936
PHV3 0.930
社交性价值(PSV) PSV1 0.893 0.825 0.950 0.929
PSV2 0.917
PSV3 0.897
PSV4 0.925
持续意愿(CI) CI1 0.898 0.766 0.907 0.846
CI2 0.804
CI3 0.919
  信度和效度分析
IA PL SC RC PUV PHV PSV CI
IA 0.863
PL 0.252 0.850
SC 0.463 0.487 0.868
RC 0.160 0.560 0.304 0.892
PUV 0.151 0.511 0.353 0.445 0.872
PHV 0.370 0.423 0.486 0.410 0.461 0.924
PSV 0.369 0.422 0.725 0.251 0.365 0.502 0.908
CI 0.306 0.357 0.317 0.394 0.462 0.666 0.297 0.875
  区别效度
  PLS分析结果||||注: *p﹤0.05, **p﹤0.01, ***p﹤0.001
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