甘春梅
, 黄凯
Gan Chunmei, Huang Kai
中图分类号: G354
通讯作者:
收稿日期: 2017-12-11
修回日期: 2018-01-5
网络出版日期: 2018-04-25
版权声明: 2018 《数据分析与知识发现》编辑部 《数据分析与知识发现》编辑部
基金资助:
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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。
关键词：
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.
Keywords：
社交媒体技术的日益普遍正逐渐改变人们的购物方式, 社会化商务由此而生。社会化商务是指在社交媒体环境和Web2.0技术支持下, 通过社交互动协助电子商务交易活动的一种新型商务模式[1]。与传统的电子商务相比, 社会化商务的特性体现在交互性、社交性与推荐性等[2,3]。社会化商务环境下, 用户之间可以进行互动交流, 分享购物经历和产品信息[4]; 而社会化商务平台也会根据用户的兴趣与偏好等为用户推荐其感兴趣的商品或信息[5,6]。近年来, 国内涌现出不少社会化商务平台, 如蘑菇街、小红书。而这些平台之间的竞争也日益激烈。如何留住用户成为社会化商务服务提供商面临的一个重要问题。Bhattacherjee指出, 促进用户的持续使用是一个信息系统成功的关键[7]。与此同时, 研究表明, 技术性要素与用户感知价值是影响社会化商务用户行为的重要因素[8,9]。基于此, 有必要探讨技术性要素与感知价值对社会化商务用户持续使用的作用机理。
文献调研发现, 已有研究对社会化商务环境下的用户行为进行过探讨。这些研究所借鉴的理论基础主要有技术接受模型、计划行为理论、期望-确认理论以及动机理论等。例如, Chen等发现感知易用性和感知有用性均显著影响用户对Facebook页面的品牌体验, 并进一步影响用户忠诚[10]。Hajli等认为主观规范、态度和感知行为控制均显著影响社会化商务用户的持续参与意愿[9]。Zhang等提出网络团购环境下期望确认显著影响感知网站质量, 进而影响用户满意度; 而满意度则显著影响持续意愿[11]。Pöyry等发现功利与享乐动机显著影响Facebook的浏览, 进而影响用户的购买意愿[12]。而刺激-有机体-反应(Stimulus-Organism- Response, S-O-R)模型也被广泛用于研究商务用户行为。S-O-R模型提出, 用户在环境的刺激(S)下内部状态(O)会发生变化, 从而导致行为反应(R)的产生[13]。已有研究中, 刺激性要素主要涉及相似性、熟悉性、交互性等[14,15,16,17], 有机体要素主要包括信任、情感、体验等[5,17-18], 而反应要素则主要体现在社会化商务意愿、参与意愿、购买意愿等[5,16,19]。可以看出, 虽然已有学者关注过技术性要素, 但较少考虑技术性要素对用户感知价值的作用。与此同时, 较少研究探讨不同维度的感知价值对社会化商务持续意愿的影响。基于此, 以S-O-R模型为框架, 本研究将技术性因素作为刺激性要素, 感知价值作为有机体要素, 持续意愿作为反应要素, 进而阐释社会化商务用户持续意愿的形成机理。
基于已有文献, 同时考虑社会化商务平台的特性, 本研究关注交互性、个性化、社交性和推荐性这4个技术性要素[5,17], 以及感知功利性价值、感知享乐性价值和感知社交性价值这三个维度的感知价值[20], 进而探讨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。图1为本研究的理论模型。
具体来说, 交互性是指社会化商务环境下用户所感知的对平台的主动控制程度, 如修改平台内容与形式的程度[21]。个性化是指社会化商务平台能够理解和满足用户需求与偏好的程度[22]。社交性是指社会化商务环境支持用户进行社交互动的能力[23]。推荐性是指社会化商务平台根据用户的喜好为用户提供其感兴趣的内容[6,24]。而感知价值体现了用户对产品或服务效用的整体评价[25]。其中, 感知功利性价值是指用户所感受的功能性利益和相关成本收益, 如便利性、时间成本与费用成本的减少等[20,26]。感知享乐性价值是指用户所感受到的娱乐层面的收益, 涉及愉悦感、娱乐感等[20,27]。而感知社交性价值主要是指用户感受到的自尊满足和社会身份提高, 体现了用户对自身形象的关注, 希望获得社会认同等[20]。此外, 持续意愿是指用户在最初接受社会化商务平台后, 想要继续使用它的意向[7]。
交互性体现了用户与媒介的技术性特性之间的相互作用[28]。已有研究证实交互性对感知价值的影响。Kleijnen等发现移动商务用户对平台的控制显著影响用户的感知价值[29]。Fiore等发现, 用户与网站图像的交互(允许用户修改网站产品的图像设计特征、背景等)能促使用户愉悦感的产生[30]。Animesh等认为, 交互性能促进用户参与虚拟世界, 获得愉悦感和沉浸感[31]。用户在与商务平台交互时, 将购物看作是一个任务; 即使任务没有完成, 但互动过程中所获知的商品价格、产品信息等也能满足用户的功利性价值[32]。社会化商务环境下, 当用户感受到的交互性越强, 他们所感知的价值就越高。因此, 提出假设:
H1a: 交互性显著影响用户的感知功利性价值。
H1b: 交互性显著影响用户的感知享乐性价值。
H1c: 交互性显著影响用户的感知社交性价值。
个性化体现平台对用户需求的自动化定制[33]。当用户在浏览平台时, 社会化商务网站的个性化技术能以合适的方式为用户提供恰当的内容[34]。已有研究证实个性化对感知价值的影响。Park等发现个性化显著影响社会化商务用户的感知有用性[18]。Benlian发现个性化设置对用户的感知愉悦感产生显著作用[35]。Zhang等认为个性化显著影响社会化商务用户所感知到的社会支持[5]。Kim等研究发现个性化显著影响移动商务用户的功利性价值与享乐性价值[36]。对社会化商务用户来说, 用户感受到的个性化程度越高, 他们的感知价值越强。因此, 提出假设:
H2a: 个性化显著影响用户的感知功利性价值。
H2b: 个性化显著影响用户的感知享乐性价值。
H2c: 个性化显著影响用户的感知社交性价值。
社交性体现用户在社会化商务平台的技术支持下进行的人际交互[23]。Zhang等指出社会交互显著影响微信用户感知的外在价值(社交价值、信息价值)和内在价值(情感价值、享乐价值)[37]。Junglas等发现信息系统用户在与其他用户进行社会互动时会产生愉悦感[38]。Li发现社交性显著影响社交网络用户的感知愉悦感[39]。Yeh等认为社交性对用户在虚拟世界的社会存在感有显著影响[40]。社会化商务环境下, 社交性越强, 用户感知的价值越高。因此, 提出假设:
H3a: 社交性显著影响用户的感知功利性价值。
H3b: 社交性显著影响用户的感知享乐性价值。
H3c: 社交性显著影响用户的感知社交性价值。
推荐性体现社会化商务平台能够为用户提供感兴趣的信息以此协助用户做出购买决策[24]。Hu等发现社会化商务平台对推荐功能的支持显著影响用户的感知功利性价值[16]。Xu等认为推荐系统的特性对用户的感知愉悦感有显著影响[41]。Huang发现推荐效果(结果的相似性)显著影响用户的感知愉悦感[42]。Baier和Stüber指出推荐质量对网购用户的感知有用性有显著影响[43]。社会化商务平台的推荐性程度越高, 用户感知的价值越高。因此, 提出假设:
H4a: 推荐性显著影响用户的感知功利性价值。
H4b: 推荐性显著影响用户的感知享乐性价值。
H4c: 推荐性显著影响用户的感知社交性价值。
已有研究证实了感知价值对用户持续意愿的影响。Hajli等提出, 感知价值显著影响在线社区的持续参与意愿[9]。Gu和Kim发现感知有用性和感知愉悦感显著影响用户对零售商Facebook页面的持续使用意愿[44]。Hew等发现感知有用性显著影响移动社会化商务的持续意愿[45]。Song和Phang认为社会认同显著影响用户对虚拟社区的持续使用[46]。社会化商务环境下, 当用户感知到的价值越高, 用户更倾向于持续使用该平台。因此, 提出假设:
H5: 感知功利性价值显著影响用户的持续意愿。
H6: 感知享乐性价值显著影响用户的持续意愿。
H7: 感知社交性价值显著影响用户的持续意愿。
为了保证量表的信度和效度, 本研究借鉴已有研究中的测度项设计量表, 进一步结合社会化商务的具体情境进行完善。其中, 交互性和社交性的测度项均来源于Animesh等[31], 个性化的测度项来源于Zhang等[5], 推荐性的测度项来源于Kumar等[47], 感知功利性价值和感知享乐性价值的测度项均来源于Overby等[26], 感知社交性价值的测度项来源于Kim等[48], 持续意愿的测度项则来源于Bhattacherjee[7]。本研究所有测度项均采用李克特(Likert) 7级量表进行测试, 其中“1”表示“非常不同意”, “4”表示中立, “7”表示非常同意。
为了保证问卷内容的有效性, 在形成初始问卷后进行预测试。首先, 向两位信息系统领域的专家征求意见, 请他们对问卷的逻辑等进行反馈, 结合专家的意见修改问卷。在此基础上, 邀请30位有社会化商务平台使用经验的用户对修改后的问卷进行作答, 结合他们的意见进一步完善问卷, 形成正式的问卷。
有效样本人口统计学特征如表1所示。
表1 有效样本的人口统计学特征
| 题项 | 频率 | 百分比(%) | |
|---|---|---|---|
| 性别 | 女 | 204 | 61.82 |
| 男 | 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 |
本研究的调查对象是国内主要社会化商务平台(包括微博、大众点评、美团、蘑菇街、小红书等)的用户, 通过问卷星发送问卷链接邀请用户作答。最终共回收问卷388份, 剔除无效问卷58份(其中全部或几乎全部勾选同一答案的问卷有36份, 填答时间过短、有明显逻辑错误的问卷分别有13份和9份), 得到有效问卷330份。
测量模型的评估主要是对信度和效度的检验。信度的考察指标是Cronbach’s α系数, 效度的检验主要包括聚合效度与区别效度。聚合效度的考察指标主要有因子载荷、CR(Composite Reliability)和AVE(Average Variance Extracted)。当因子载荷值大于0.70时, 表明测度项具有较高的可靠性; 当CR值高于0.70时, 表明因子具有较高的可靠性, 即因子载荷和CR的阈值为0.70[49]。Fornell和Larcker指出AVE的阈值为0.50[50]。表2显示了各指标的值, 可以看出Cronbach’s α系数的值均高于0.7, 说明量表具有较高的信度, 而且因子载荷值和CR值均高于0.7, AVE值均高于0.5, 说明量表具有较好的聚合效度。
表2 信度和效度分析
| 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 |
评估区别效度的标准是每个因子的AVE值的平方根须大于该因子与其他因子之间的相关系数[50]。表3显示各因子的AVE的平方根(对角线的值)以及每个因子与其他因子之间的相关系数。可以看出各数值符合上述标准, 表明测量模型具有较好的区别效度。
表3 区别效度
| 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 |
运用SmartPLS 3.0检验结构模型。图2显示了分析结果。结果表明, 感知功利性价值、感知享乐性价值、感知社交性价值和持续意愿的方差解释比例分别为31.1%、34.4%、53.4%和48.0%。就显著关系而言, 除交互性与功利性价值(β=-0.032, t=0.510)以及社交性价值(β=0.039, t=0.913), 个性化与享乐性价值(β=0.112, t=1.664)以及社交性价值(β=0.094, t=1.893), 推荐性与社交性价值(β=-0.010, t=0.221), 社交性价值与持续意愿(β=-0.088, t=1.762)不存在显著关系以外, 其余路径均存在显著关系。因此, 假设H1b、H2a、H3a、H3b、H3c、H4a、H4b、H5和H6成立, 假设H1a、H1c、H2b、H2c、H4c和H7不成立。
本研究旨在探讨技术性因素与感知价值对社会化商务持续意愿的影响。结果显示, 社会化商务情境下, 交互性显著影响用户的感知享乐性价值, 个性化显著影响用户的感知功利性价值, 社交性显著影响用户的感知价值, 而推荐性显著影响用户的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用户持续意愿。
(1) 交互性显著影响感知享乐性价值。这与Fiore等[30]的研究结论相一致。当用户在与社会化商务平台互动时, 对平台的主动控制程度越高, 感受到的愉悦程度与享乐程度也将越高。与预期相反的是, 交互性对感知功利性价值与感知社交性价值没有显著影响。可能的原因在于, 功利性价值主要涉及用户从社会化商务平台的获益程度; 交互性越高并不意味着用户能获取到想要的功能, 因此用户无法感知到功利性价值。而社交性价值更多体现在用户所感知的社会认同。交互性主要强调用户与平台或技术的交互; 对平台的控制程度越强并不代表用户能够控制平台中的其他用户的看法与评价, 因此用户无法感知自身的社会形象、地位以及自尊的满足等。
(2) 个性化显著影响用户感知功利性价值。这和Kim等[36]的研究结论一致。当用户在使用社会化商务平台时, 个性化支持能为用户提供符合其偏好的内容以及个性化的服务, 使得用户与任务相关(如产品的选择、购买、信息分享等)的需求得到满足, 减少了时间搜寻成本, 感受到任务效能的收益, 进而感知到功利性价值。与预期相反的是, 个性化对感知享乐性价值与感知社交性价值没有产生显著影响。可能的解释是, 社会化商务平台的个性化服务为用户提供的信息更多是满足用户功能性的需要, 提供与产品决策相关的信息; 而较少关注能引起用户情感愉悦以及感知社会认同的信息。
(3) 社交性显著影响用户感知价值。这和Zhang等[37]的研究结论一致。社交性允许用户与用户之间进行交流、建立社会关系。用户可以向社交空间中的其他用户寻求帮助, 满足自身需求, 进而使得功利性价值得到满足。社会化商务平台的社交性支持程度越高, 用户发展社交关系的可能性就越大。社交性使得用户能够与其他用户交流、分享购物体验, 形成亲密的关系, 进而促使用户的享乐性价值得到满足。而在与其他用户的接触过程中, 用户逐渐建立起自身形象。平台所允许的社交性越强, 用户自我展示的空间就越多、自我形象的塑造也越深入、自尊的满足也越强烈, 进而感知到社会认同, 社交性价值因此得到满足。
(4) 推荐性显著影响用户的感知功利性价值和享乐性价值。这与Hu等[16]、Huang[42]的研究结论一致。当平台根据用户的浏览历史或平时的社交互动习惯为用户推荐内容(如产品信息等)、可能认识的朋友时, 用户会认为平台的使用很方便, 推荐功能是自己想要的, 从而感知到功利性价值。与此同时, 平台的推荐性能向用户提供感兴趣的信息或与以往搜索历史相似的信息, 用户会感觉到有趣与愉悦, 进而触发享乐性价值的感知。与假设相反的是, 推荐性对社交性价值没有显著影响。可能的原因在于, 社交性价值主要涉及在社交关系中感知到的自我概念和社会认同感, 平台向用户推荐感兴趣的内容并不能使用户感受到他人对自己的评价, 也就无法得到自尊的满足。
(5) 感知功利性价值和感知享乐性价值对社会化商务持续意愿均产生显著影响。这与Chiu等[51]的研究结论一致。当用户在社会化商务平台使用过程中感觉到便利、任务需求得到满足以及信息搜寻时间成本降低时, 用户会认为使用该平台是有益的, 感受到功利性价值, 进而增强继续使用的意愿。当用户在使用社会化商务平台感觉到愉悦、开心时, 用户的情感需求得到满足, 引发享乐性价值, 从而提高持续使用的意愿。与假设相反的是, 感知社交性价值对持续意愿没有显著影响。可能的解释在于, 用户在社会化商务平台主要是以购物、产品信息的分享或浏览为目的; 而在其他社交媒体平台(如微信), 用户能够更容易地获得自尊的满足, 并感知到社会形象的建立。
本研究结论具有一定的理论意义。首先, 本研究凸显了技术性因素在社会化商务情境中的重要作用, 丰富了社会化商务用户行为的研究。其次, 将感知价值作为技术性因素与社会化商务持续意愿的中介因素, 发现技术性因素对感知价值的作用, 揭示了感知价值的形成机理, 丰富了感知价值理论的研究。
此外, 本研究还具有一定的实践意义。基于研究发现, 社会化商务平台应重视技术性因素以及用户在使用平台过程中所感知到的功利性价值和享乐性价值, 以此增强用户的持续意愿。具体如下:
(1) 社会化商务平台需要重视个性化技术的更新和推荐系统的升级。例如, 基于用户偏好提供个性化功能、推荐其感兴趣的产品信息等, 减少用户的时间搜寻成本, 以此满足用户的功能性需要。
(2) 社会化商务平台需提高社交互动的支持能力, 为用户营造一个良好的社交氛围。例如, 允许用户进行分享交流, 使用户可以通过社会交往获知相关产品信息以及其他用户的购买经验, 提高功利性价值的感知, 进而促进用户的持续使用意愿。
(3) 社会化商务平台应给予用户更大的主动控制权, 允许用户能够及时修改内容, 以满足其情感需要。
(4) 社会化商务平台还需根据用户的浏览历史为其推荐有趣的内容, 提高用户使用过程的愉悦感; 为用户创造稳定的社交空间, 建立社交规则保障用户的社交互动, 使用户在有序的社会化商务环境下建立紧密的社交关系, 获得情感上的满足, 提高用户的享乐性价值, 以此来增强用户对平台的持续意愿。
本研究还存在一定的局限:
(1) 主要关注收益性价值(感知功利性价值、感知享乐性价值以及感知社交性价值)的影响。后续研究可关注风险性价值的影响[52]。
(2) 数据搜集的样本主要是年轻人。进一步的研究可以考虑不同年龄层社会化商务用户可能存在的行为差异。
(3) 未对具体类型的社会化商务平台进行研究。后续可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的差异。
甘春梅: 提出研究思路, 设计研究方案, 论文修改与定稿;
黄凯: 数据分析, 论文起草;
许嘉仪, 林恬恬: 数据搜集, 论文起草。
所有作者声明不存在利益冲突关系。
支撑数据由作者自存储, E-mail: chunmei_gan@163.com。
[1] 甘春梅, 黄凯, 许嘉仪, 林恬恬. Dataset.xls. 社会化商务持续意愿影响因素调查问卷数据.
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Decomposing the Value of Department Store Shopping into Utilitarian, Hedonic and Social Dimensions: Evidence from Finland [J].https://doi.org/10.1108/09590550610642792 URL [本文引用: 4] 摘要
ABSTRACT Purpose – The purpose of this paper is to decompose total customer value as perceived by department store shoppers into utilitarian, hedonic and social dimensions, and empirically test this conceptualization in a Finnish department store shopping context. Design/methodology/approach – Data were collected by a questionnaire administered over three days at a department store that generates the second largest turnover in Finland. A total of 364 shoppers completed the questionnaire. Findings – Empirical evidence supports our tripartite conceptualization of total customer value. In particular, social value is an independent construct. Further, social value varies by day-of-week, with a significant increase on Saturday (versus weekdays) when the store is more crowded, whereas no such differences in utilitarian and hedonic values were detected. Originality/value – The principal contribution is a tripartite conceptualization of total customer value that incorporates utilitarian, social and hedonic value dimensions in a department store shopping context. Individually these dimensions are all well rooted in streams of consumer behavior literature, albeit mostly at the product or brand, not the store, level. Increasing our understanding of these softer aspects of shopping, particularly the social dimension, is important because they represent possible differentiating factors in the highly competitive and often commoditized retail markets.
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Defining Virtual Reality: Dimensions Determining Telepresence [J].https://doi.org/10.1111/j.1460-2466.1992.tb00812.x URL [本文引用: 1] 摘要
First page of article
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The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation Agents [J].https://doi.org/10.1080/14639230600991726 URL [本文引用: 1] 摘要
In the context of personalization technologies, such as Web-based product-brokering recommendation agents (RAs) in electronic commerce, existing technology acceptance theories need to be expanded to take into account not only the cognitive beliefs leading to adoption behavior, but also the affect elicited by the personalized nature of the technology. This study takes a trust-centered, cognitive and emotional balanced perspective to study RA adoption. Grounded on the theory of reasoned action, the IT adoption literature, and the trust literature, this study theoretically articulates and empirically examines the effects of perceived personalization and familiarity on cognitive trust and emotional trust in an RA, and the impact of cognitive trust and emotional trust on the intention to adopt the RA either as a decision aid or as a delegated agent. An experiment was conducted using two commercial RAs. PLS analysis results provide empirical support for the proposed theoretical perspective. Perceived personalization significantly increases customers' intention to adopt by increasing cognitive trust and emotional trust. Emotional trust plays an important role beyond cognitive trust in determining customers' intention to adopt. Emotional trust fully mediates the impact of cognitive trust on the intention to adopt the RA as a delegated agent, while it only partially mediates the impact of cognitive trust on the intention to adopt the RA as a decision aid. Familiarity increases the intention to adopt through cognitive trust and emotional trust.
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Sociability and Usability in Online Communities: Determining and Measuring Success [J]. |
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Antecedents and Consequences of Trust in Online Product Recommendations [J].https://doi.org/10.1108/14684521011099414 URL [本文引用: 2] 摘要
Purpose - This paper aims to improve understanding of the reasons why people trust the information about product recommendations on social shopping networks of websites, a new e-commerce method which combines social networking and shopping, and to investigate the impact of the trust on the consumers' intention to purchase products from the online shop of a website. Design/methodology/approach - An online survey instrument was developed to gather data, and 1,219 questionnaires were used to test the relationships in the proposed model. Findings - The results indicated that perceived ability, perceived benevolence/integrity, perceived critical mass, and trust in a website were four important antecedents of trust in product recommendation in a social networking site. In addition trust in product recommendations can influence the consumers' intention to purchase from the website through increasing their intention to purchase the products. Research limitations/implications - The research model demonstrated the importance of trust in product recommendations to online consumers' transaction intention. Practical implications - The results of the study showed that trust in product recommendations will influence consumers' purchase intentions. Therefore a social shopping website or the websites transforming into social shopping websites should put more emphasis on ways to establish the virtual communities or social networks which can provide the information about product recommendations that consumers trust. Originality/value - The study provides a comprehensive framework of the antecedents and effects of consumers' trust in recommendations in the context of social shopping.
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Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence [J].https://doi.org/10.2307/1251446 URL [本文引用: 1] 摘要
Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions about the concepts and their relationships are presented, then supported with evidence from the literature. Discussion centers on directions for research and implications for managing price, quality, and value.
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| [26] |
The Effects of Utilitarian and Hedonic Online Shopping Value on Consumer Preference and Intentions [J].https://doi.org/10.1016/j.jbusres.2006.03.008 URL [本文引用: 2] 摘要
Though value has received significant attention in the marketing literature in recent years, research on the concept has been somewhat limited in the context of online shopping, particularly in regards to empirical hypothesis testing. This paper examines the relevancy of value dimensions for online shopping and the relationship between value dimensions, preference towards the Internet retailer, and intentions. Findings from the large-scale study indicate that utilitarian value is more strongly related than hedonic value to preference towards the Internet retailer and intentions and that shopping frequency can play a moderating role. The paper concludes with a discussion of limitations and managerial implications.
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Effect of Perceived Value and Social Influences on Mobile App Stickiness and In-App Purchase Intention [J].https://doi.org/10.1016/j.techfore.2016.04.012 URL [本文引用: 1] 摘要
61Hedonic and utilitarian values significantly influence a user's affective response.61Stickiness and social identification significantly influence a user's intention.61Determinants of stickiness between users and potential users are different.
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Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations [J].https://doi.org/10.2307/1251841 URL [本文引用: 1] 摘要
The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model
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| [29] |
An Assessment of Value Creation in Mobile Service Delivery and the Moderating Role of Time Consciousness [J].https://doi.org/10.1016/j.jretai.2006.10.004 URL [本文引用: 1] 摘要
This study focuses on the perceived utilitarian value of a new service delivery mode, the mobile channel. The authors develop a framework that incorporates three mode-specific benefits – time convenience, user control, and service compatibility – as well as two costs – perceived risk and cognitive effort – as antecedents of perceived value. Because of the pervasiveness of time criticality as a value-added characteristic of the mobile channel, they also investigate the moderating influence of consumers’ time consciousness. They empirically investigate the model using mobile brokerage services as an illustrative application. The results reveal that the identified antecedents, with the exception of service compatibility, have a strong impact on mobile channel value perceptions, which in turn influence behavioral intentions. The authors also find that time consciousness moderates the aforementioned relationships.
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| [30] |
For Fun and Profit: Hedonic Value from Image Interactivity and Responses Toward an Online Store [J].https://doi.org/10.1002/mar.20079 URL [本文引用: 2] 摘要
Abstract With the use of an on-line retailer's Web site and an experimental method with 103 university students, statistical support through path analysis was found for positive influences of optimum stimulation level (preferred level of environmental stimulation) and recreational shopping on hedonic value (trying an image-interactivity feature of an apparel Web site as a stimulating experience). The Web site's mixandmatch image interactivity feature allowed creation of visual images of product combinations. The path-analysis model revealed significant paths between hedonic value and resulting emotional pleasure and arousal variables. A pattern of significant paths was also found between these three variables and global attitude, willingness to purchase, and willingness to patronize the on-line store. Theoretical and managerial conclusions are provided. 2005 Wiley Periodicals, Inc.
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An Odyssey into Virtual Worlds: Exploring the Impacts of Technological and Spatial Environments on Intention to Purchase Virtual Products [J].https://doi.org/10.2307/23042809 URL [本文引用: 2] |
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Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value [J].https://doi.org/10.1086/jcr.1994.20.issue-4 URL [本文引用: 1] |
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User Attitudes Regarding a User-Adaptive eCommerce Web Site [J].https://doi.org/10.1023/A:1026201108015 URL [本文引用: 1] 摘要
Despite an abundance of recommendations by researchers and more recently by commercial enterprises for adaptive interaction techniques and technologies, there exists little experimental validation of the value of such approaches to users. We have conducted user studies focussed on the perceived value of a variety of personalization features for an eCommerce Web site for computing machinery sales and support. Our study results have implications for the design of user-adaptive applications. Interesting findings include unenthusiastic user attitudes toward system attempts to infer user needs, goals, or interests and to thereby provide user-specific adaptive content. Users also expressed equivocal opinions of collaborative filtering for the specific eCommerce scenarios we studied; thus personalization features popular in one eCommerce environment may not be effective or useful for other eCommerce domains. Users expressed their strong desire to have full and explicit control of data and interaction. Lastly, users want readily to be able to make sense of site behavior, that is, to understand a site rationale for displaying particular content.
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| [34] |
Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective [J].https://doi.org/10.1287/isre.1050.0058 URL [本文引用: 1] 摘要
With advances in tracking and database technologies, firms are increasingly able to understand their customers and translate this understanding into products and services that appeal to them. Technologies such as collaborative filtering, data mining, and click-stream analysis enable firms to customize their offerings at the individual level. While there has been a lot of hype about web personalization recently, our understanding of its effectiveness is far from conclusive. Drawing on the elaboration likelihood model (ELM) literature, this research takes the view that the interaction between a firm and its customers is one of communicating a persuasive message to the customers driven by business objectives. In particular, we examine three major elements of a web personalization strategy: level of preference matching, recommendation set size, and sorting cue. These elements can be manipulated by a firm in implementing its personalization strategy. This research also investigates a personal disposition, need for cognition, which plays a role in assessing the effectiveness of web personalization. Research hypotheses are tested using 1,000 subjects in three field experiments based on a ring-tone download website. Our findings indicate the saliency of these variables in different stages of the persuasion process. Theoretical and practical implications of the findings are discussed.
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| [35] |
Web Personalization Cues and Their Differential Effects on User Assessments of Website Value [J].https://doi.org/10.1080/07421222.2015.1029394 URL [本文引用: 1] 摘要
Although various kinds of personalization cues are pervasively used on websites, previous research studies have treated web personalization primarily as a coarse-grained, monolithic block (e.g., by comparing personalization vs. nonpersonalization or personalization vs. privacy) rather than as a combination of salient types of personalization cues that may create—either jointly or separately—different effects on user assessments of website value. Based on the stimulus–organism–response framework, we develop a research model that proposes users’ preference fit and perceived enjoyment as two key intervening mechanisms that carry over the differential effects of content and design personalization cues on users’ willingness to stick to a website and to pay for website offerings. In a field experiment with 206 subjects using a real-life news aggregator website, our findings provide evidence in support of different effect paths emanating from content and design personalization cues. Furthermore, we show that the effects of content personalization cues on website stickiness and users’ willingness to pay (WTP) are mediated by both preference fit and perceived enjoyment, whereas design personalization cues exert their effects on website stickiness only through perceived enjoyment. Counter to intuition, we find that a combination of content and design personalization cues is ineffective—or even counterproductive—in increasing preference fit and users’ WTP above and beyond the levels generated by content cues alone. With regard to perceived enjoyment and website stickiness, however, content and design personalization cues exhibit synergistic properties indicating that the combination of both cues are more than the sum of the individual cues alone. Recommendations are provided as to how online managers and web designers can use web personalization cues to positively influence website stickiness and to strengthen their digital business model.
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| [36] |
An Empirical Analysis of Factors Influencing M-Shopping Use [J].https://doi.org/10.1080/10447318.2015.1085717 URL [本文引用: 2] 摘要
With the wide popularity of mobile devices such as smartphones and tablets, mobile shopping, which can be conducted anytime and anywhere, has received increased attention and strengthened beyond expectations. This study investigates the factors influencing the use of mobile shopping (m-shopping) value from personality, usability, and technology perspectives. The m-shopping value that users experience during m-shopping can be divided into utilitarian value and hedonic value. The results show that personalization, self-efficacy, intimacy, simplicity, mobility, and connectivity have considerable influence on m-shopping value. More specifically, the personalization, simplicity, and connectivity of m-shopping influence utilitarian value, as well as hedonic value and shopping value, influences m-shopping use.
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| [37] |
How WeChat Can Retain Users: Roles of Network Externalities, Social Interaction Ties, and Perceived Values in Building Continuance Intention [J].https://doi.org/10.1016/j.chb.2016.11.069 URL [本文引用: 2] 摘要
An increasing number of users join and immerse in Social Network Services' (SNS) virtual spaces, but many users quit using these services as well. SNS managers must enhance users' continuance intention. Based on a survey of WeChat users, this research examined the effects of direct and indirect network externalities on users' perceived values (including social value, information value, emotional value, and hedonic value) and continuance intention. We conducted data analysis with structural equation modeling (SEM). Results confirmed that social interaction ties mediate the effect of network externalities on the four types of perceived values. Meanwhile, among the four types of perceived values, only social value and hedonic value influence continuance intention.
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| [38] |
The Social Component of Information Systems - How Sociability Contributes to Technology Acceptance [J].https://doi.org/10.3233/AIS-130235 URL [本文引用: 1] 摘要
The adoption of information systems is often explained in terms of usefulness and ease of use. Lately, researchers have begun to recognize that a hedonic streak in human beings provides a further contributing factor in the adoption and acceptance of information systems. Embedded in this streak is a broader social aspect that incorporates not only the solitary, individual pleasure one gets from using the system, but also a pleasure that one gets from interacting and socializing with others through the system. This becomes particularly evident in virtual environments that support high levels of interaction with others and with artifacts embedded in an immersive context. By drawing on IS theories of technology acceptance and IS success, and on theories of social interaction from evolutionary psychology, activity theory, situated action, and distributed cognition, we test the construct of sociability and its antecedents in Second Life-a popular virtual environment. Our results support that, in addition to an information and system component, a social component contributes to IS usage.
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| [39] |
Online Social Network Acceptance: A Social Perspective [J].https://doi.org/10.1108/10662241111176371 URL [本文引用: 1] 摘要
ABSTRACT Purpose – Building upon studies of social psychology and information system literature, this study aims to propose and empirically test a research model that incorporates interpersonal motives (sociability and status) and hedonic motive (perceived enjoyment), and the three processes of social influence: compliance, identification and internalisation, to explain one's intention to use social network (SN) web sites. Design/methodology/approach – The data were obtained from an online survey of 274 SN web site users. Structural equation modelling analysis was used to validate the proposed model. Findings – The results indicate that social influence affects intention directly through the compliance process. Social influence, when exerted through the identification and internalization processes, affects intention indirectly via the two interpersonal motives (sociability and status) and perceived enjoyment. The two interpersonal motives affect intention indirectly via perceived enjoyment. Research limitations/implications – This study advances theory by examining how the social influence processes affect one's behavioural intention via the interpersonal and hedonic motives. Practical implications – These findings help online SNs to devise strategies to attract and retain users. Originality/value – This study provides evidence that social influence processes are also operative in one's adoption of information technology in non-work settings. It also shows that people have two interpersonal motives in mind when they develop an online relationship with others.
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| [40] |
The Moderating Effect of Social Roles on User Behaviour in Virtual Worlds [J].https://doi.org/10.1108/14684521111176480 URL [本文引用: 1] 摘要
ABSTRACT Purpose – Virtual worlds are a typical form of social network syndication. Although the future of the virtual world phenomenon seems bright, not all efforts have succeeded. Therefore knowing how to motivate users and keep them continually engaged and visiting is an important challenge for those who create and manage virtual world websites. This paper aims to address these issues. Design/methodology/approach – The present study proposes a conceptual model from technological, entertainment and social perspectives to examine the determinants affecting users' intentions in their virtual worlds usage. Recognising that human behaviour varies according to different social roles, this study investigated four social roles (habitual, active, personal and lurker), and 729 valid data samples were collected from the Chinese virtual world, i-Partment. Partial least square and multi-group analysis were performed to measure the research model. Findings – The results of this study indicate that ease of use, usefulness, social presence and enjoyment are important factors of virtual worlds usage. This study also confirms that social presence and enjoyment are influenced by platform-based and sociability-based interactive quality, with sociability-based interactive quality having a much higher impact on social presence than platform-based quality. Moreover the proposed model demonstrates different intensities of explanatory power for users' usage intentions according to four social roles, and the results of this study indicate different but insightful findings for each of the four social roles. Practical implications – The virtual worlds practitioners should strive to launch creative and new recreational information or functions on a regular basis to make users' experiences enjoyable. In addition practitioners should initiate special activities or festivals to promote social interaction and devise rules to encourage users to spend more time on the virtual world websites. Moreover virtual world websites must be easy to use – with a user-friendly interface, smooth moving lines and clear and understandable information – and provide useful functions. Originality/value – This paper is one of the few studies that compares and analyses the behavioural models of different social roles, and suggests that virtual world website practitioners should make use of these findings and provide flexible services to fulfil different users' special needs.
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| [41] |
The Nature and Consequences of Trade-Off Transparency in the Context of Recommendation Agents [J].https://doi.org/10.25300/MISQ/2014/38.2.03 URL [本文引用: 1] 摘要
That recommendation agents (RAs) can substantially improve consumers’ decision making is well understood. Far less understood is the influence of specific design attributes of the RA interface on decision making and other outcome measures. We investigate a novel design for an RA interface that enables it to interactively demonstrate trade-offs among product attribute values (i.e., trade-off transparency feature) to improve consumers’ perceived product diagnosticity and perceived enjoyment. We also examine the extent to which the trade-offs among product attribute values should be revealed to the user. Further, based on the stimulus– organism–response model, we develop a theoretical model that extends the effort–accuracy framework by proposing perceived enjoyment and perceived product diagnosticity as two antecedents for perceived decision quality and perceived decision effort, respectively. In an experimental study, we find that (1) the trade-off transparency feature significantly affects perceived enjoyment and perceived product diagnosticity, (2) perceived enjoyment and perceived product diagnosticity follow an inverted U-shaped curve as the level of trade-off transparency increases, (3) although users spend more time understanding attribute trade-offs with the trade-off transparency feature, they are more efficient in selecting a product, (4) perceived enjoyment simultaneously leads to better perceived decision quality and lower perceived decision effort, and (5) perceived product diagnosticity leads to better perceived decision quality without compromising perceptions of decision effort. Theoretically, this study increases our understanding of how the design of an RA interface can improve consumers’ product diagnosticity and enjoyment, and proposes two antecedents to improve perceived decision quality and reduce perceived decision effort. For design practitioners, our results indicate the importance of providing the trade-off transparency design feature to potential consumers.
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| [42] |
Exploring Utilitarian and Hedonic Antecedents for Adopting Information from a Recommendation Agent and Unplanned Purchase Behaviour [J].https://doi.org/10.1080/13614568.2015.1052098 URL [本文引用: 2] 摘要
Research indicated that in order for properly utilizing recommendation agents (RAs), customers must rationally evaluate capability and suggestions of RAs during the interaction process. However, enjoying interactive processes and interface is also important. Methods for increasing user enjoyment of RAs are yet unknown. This study investigated the influences of utilitarian and hedonic factors on intention to adopt RAs suggestions and their antecedents. Involvement influences relative importance of utilitarian and hedonic factors. Contrary to common assumptions, customers may make unplanned purchases, rather than rational purchase. A field experiment with 2 2 2 factorial design reveals main findings. First, information diagnosticity and enjoyment enhance adoption intention simultaneously. Information diagnosticity is more important than enjoyment. Diagnosticity was determined by outcome similarity, and enjoyment was determined by both outcome similarity and atmospherics. The context of interacting with RAs is important. Outcome similarity even directly affects adoption intention. Second, highly involved users considered enjoyment and diagnosticity when forming adoption intentions, while users with low involvement only considered enjoyment. Third, information cascades altered the relationship between adoption intention and unplanned purchases. Most customers change selection after seeing ratings from other customers, even if they originally strongly want to adoption suggestion from RAs. Theoretical and managerial implications are proposed.
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| [43] |
Acceptance of Recommendations to Buy in Online Retailing [J].https://doi.org/10.1016/j.jretconser.2010.03.005 URL [本文引用: 1] 摘要
Nowadays, many online shops try to improve their customer service by personalization. Personal welcomings, individual assistance as well as recommendations to inform and buy are getting an integral part of the customer communication. These new elements are assumed to increase the retailer's share of wallet and 09“ ideally at the same time 09“ the customer's satisfaction with the online shop. However, till date only few studies have analyzed which external factors influence the customer's acceptance of such assistance. This paper closes this gap by an experiment, where a modified Technology Acceptance Model is used for measuring the customer's acceptance. Volunteers are offered an online shopping experience with individually generated recommendations to buy. The results show a high acceptance of the generated recommendations and how close this acceptance is connected to the quality and shopping relevance of the recommendations. Even though the results are limited to the specific recommendation types used, they give important implications for an adequate design of modern online shops.
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What Drives Customers to Use Retailers’ Facebook Pages? Predicting Consumers’ Motivations and Continuance Usage Intention [J].https://doi.org/10.1080/20932685.2015.1105111 URL [本文引用: 1] 摘要
The emergence of social networking sites (SNSs) has changed business–consumer communication and become one of the major marketing tools in current retailing, including fashion retailing. Implementing SNSs in their businesses is no longer an option for retailers but a requirement. This study examined factors related to cognitive, social integrative, and hedonic benefits influencing consumers’ extrinsic and intrinsic motivations, which in turn predict their intent to continue to use retailers’ Facebook pages. Using a web-based survey and college students as a sample, this study collected 404 usable responses. This study revealed that information quality and sense of community influenced perceived usefulness and enjoyment. Vividness of information and entertainment affected only perceived enjoyment while interactivity influenced only perceived usefulness. The antecedents of consumer’s motivations indirectly influenced intent to continue to use retailers’ Facebook pages via perceived usefulness and/or perceived enjoyment. The findings of this study provide retailers with valuable insights about what drives customers to use their Facebook pages and how to design their Facebook pages to attract customers and expand their fan base. This study fills a gap in the literature by integrating external factors to predict customers’ intrinsic and extrinsic motivations for using retailers’ Facebook pages.
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| [45] |
Mobile Social Commerce: The Booster for Brand Loyalty? [J].https://doi.org/10.1016/j.chb.2016.01.027 URL [本文引用: 1] 摘要
61CFSMIP influences PU positively.61CFSMIP is insignificant in preventing CI.61PU partially mediates the influence of CFSMIP.61CI to use mobile social commerce influences BL.61SA on using mobile social commerce influences BL.
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| [46] |
Promoting Continuance Through Shaping Members’ Social Identity in Knowledge-Based Versus Support/ Advocacy Virtual Communities [J].https://doi.org/10.1109/TEM.2015.2488698 URL [本文引用: 1] 摘要
A fundamental issue confronting virtual community (VC) managers is how to retain the existing members and promote their continuance in the VC. Being a virtual interaction space in which members are not formally bound to stay, the extent to which members have a sense of social identity, or perceiving themselves as a part of the VC, may be a key to determine their continuance intention in the VC. However, it is important to recognize that social identity is neither a unidimensional concept nor are VCs universal in nature. In this study, we examine two variants of VCs, one focusing on knowledge sharing and another on support/advocacy, and show that different dimensions of social identity matters for the two VCs. In particular, members' sense of cognitive social identity promotes their continuance intention in knowledge-based VCs, whereas it is the emotional social identity that works in support/advocacy VCs. Furthermore, the cultivation of the two dimensions of social identity requires the facilitation of different VC artifacts. Overall, our findings offer a more nuanced understanding of the role of social identity in promoting members' continuance in VCs, and underscore that a naive universal approach of cultivating social identity without considering VC type is not enough; rather, a VC-dependent strategy with differential emphasis on developing different VC artifacts could be more fruitful.
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| [47] |
Research Note: The Influence of Recommendations and Consumer Reviews on Evaluations of Websites [J].https://doi.org/10.1287/isre.1060.0107 URL [本文引用: 1] 摘要
Recommendations and consumer reviews are universally acknowledged as significant features of a business-to-consumer website. However, because of the well-documented obstacles to measuring the causal impact of these artifacts, there is still a lack of empirical evidence demonstrating their influence on two important outcome variables in the shopping context: perceived usefulness and social presence. To test the existence of a causal link between information technology (IT)-enabled support for the provision of recommendations and consumer reviews on the usefulness and social presence of the website, this study employs a novel approach to generate the experimental conditions by filtering the content of Amazon.com in real time. The results show that the provision of recommendations and consumer reviews increases both the usefulness and social presence of the website.
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| [48] |
What Drives the Adoption of Mobile Data Services? An Approach from a Value Perspective [J].https://doi.org/10.1057/jit.2008.28 URL [本文引用: 1] 摘要
Mobile data services (MDS) are wireless value-added pay-per-use services that have attracted increased attention in recent years. In this paper, a theoretical framework is proposed to investigate key drivers of user behavior in wireless pay-per-use services based on a value perspective. This study examines the role of three evaluation criteria utilitarian, hedonic, and social values in adoption decisions. Potential adopters have no direct experience with MDS; thus, they likely conceive value based primarily on indirect experience with it, such as through communication with peers or advertisements. In this study, the influence of members in the social networks and external sources are regarded as the major sources of information in order to capture the role of these factors on the perceptions of value. Additionally, according to the age and gender of potential adopters, changes in the degree to which the antecedents lead to MDS acceptance are examined. The proposed model is empirically tested using survey data collected from 287 potential adopters. The analysis results show that the proposed model, based on the aforementioned view of value, provides a significant explanation of the variance in the level of adoption intention toward MDS. The results of this study indicate that utilitarian and social values dominate adoption decisions, whereas the impact of hedonic value in MDS acceptance is weaker than other values. Information from relevant others and from mass media play a critical role in forming the perceptions of value obtained from the use of MDS. The results also shed light on the moderating effects of age and gender on MDS acceptance. Theoretical and practical implications of this work are discussed.
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The Partial Least Squares Approach for Structural Equation Modeling [J].
QUANTITATIVE METHODOLOGY SERIES Methodology for Business and Management George A. Marcoulides, Series Editor Marcoulides - Modern Methods for Business Research Introduction to Methodology for Business and Management ...
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Evaluating Structural Equation Models with Unobservable Variables and Measurement Error [J].https://doi.org/10.2307/3151312 URL [本文引用: 2] |
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Understanding Customers’ Repeat Purchase Intentions in B2C E-Commerce: The Roles of Utilitarian Value, Hedonic Value and Perceived Risk [J].https://doi.org/10.1111/j.1365-2575.2012.00407.x URL [本文引用: 1] 摘要
Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the repeat purchase intention of experienced online buyers based on means-end chain theory and prospect theory. In the research model, both utilitarian value and hedonic value are hypothesised to affect repeat purchase intention positively. Perceived risk is hypothesised to affect repeat purchase intention negatively and moderate the effects of utilitarian and hedonic values on repeat purchase intention. Utilitarian value is proposed as a formative second-order construct formed by product offerings, product information, monetary savings and convenience. Hedonic value is also proposed as a formative second-order construct formed by the six hedonic benefits that have been identified in prior research. Data collected from 782 Yahoo!Kimo customers provide strong support for the research model. The results indicate that both the utilitarian value and hedonic value are positively associated with buyers' repeat purchase intention. A higher level of perceived risk reduces the effect of utilitarian value and increases the effect of hedonic value on repeat purchase intention. Implications for theory and practice and suggestions for future research are provided.
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| [52] |
The Influence of Perceived Value on Purchase Intention in Social Commerce Context [J].https://doi.org/10.1108/IntR-06-2016-0164 URL [本文引用: 1] 摘要
react-text: 330 Social commerce, a powerful combination of customer-oriented social computing technologies and new commercial features, is having an increasing impact on e-commerce, potentially generating substantial economic benefits. Drawing on socio-technical theory, this study establishes a research framework to help understand the social and technical factors affecting consumers’ intention to purchase on... /react-text react-text: 331 /react-text [Show full abstract]
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