基于信任的移动社交电子商务购买意愿影响因素

近年来,越来越多的个体、商家加入移动社交网络平台开展电子商务活动,对网络零售产生了重要影响。但由于缺乏监管和行业规范的引导,消费者感知风险存在,影响消费者交易行为,且理论研究较少,也不能为此类电子商务模式的发展提供理论指导。信任是电子商务活动的基础,信任对消费者购买意愿产生直接影响,平台可用性、消费者内在特征和行为以及商家会直接或间接影响非移动社交电子商务模式消费者的购买意愿。而在移动社交电子商务中,由于其模式的独特性,以往影响消费者信任的因素已难以有效反映移动社交电子商务消费者的购买意愿。此外,商家通过社群与若干消费者建立不同程度的连接,需要研究连接中强弱关系对消费者购买意愿的影响程度。因此,基于移动社交电子商务的特点假设影响消费者信任和购买意愿的因素,即除系统质量、信息质量、产品质量、服务质量四个影响非移动社交电子商务消费者信任的因素外,还包括社群关系和网购认知这两个影响移动社交电子商务消费者信任的新因素,接下来假设上述因素对消费者感知信任和感知风险两个中介变量存在影响,并进一步影响消费者购买意愿,继而再通过构建结构方程模型进行实证分析。实证结果显示,系统质量、信息质量、产品质量、服务质量均不同程度正向影响消费者感知信任,负向影响感知风险,而社群强弱关系对购买意愿的影响与弱关系理论结论相反,网购认知对增强消费者感知信任作用明显,消除消费者感知风险是增强消费者信任的重要途径。

Study of the Influencing Factors of Mobile Social Electronic Commerce Purchasing Intention Based on Trust

In recent years,more individuals and merchants join the mobile social network platform to carry out e-commerce activities,which has an important impact on online retail.On the one hand,due to the lack of supervision and guidance of industry norms,consumers'perception of risk exists,which affects consumers'trading behavior;on the other hand,theoretical research is not enough,which cannot provide theoretical basis for the development of such e-commerce model.Trust is the basis of e-commerce activities.Through literature review,it is found that trust has a direct impact on consumers'purchasing intention,platform availability,internal characteristics and behaviors of consumers,and merchant factor directly or indirectly affect consumers'purchasing intention in non-mobile social e-commerce mode.However,in mobile social e-commerce,due to its unique mode,the existing factors affecting consumer trust cannot effectively reflect the purchasing intention of mobile social ecommerce consumers.In addition,merchants establish different degrees of connection with a number of consumers through the network community,so it is necessary to study the degree of the relationship in the connection that affects the purchasing intention of consumers.Therefore,based on the characteristics of mobile social e-commerce,it is assumed that the factors that affect consumer trust and purchasing intention are system quality,information quality,product quality and service quality.In addition,social relations and online shopping cognition are considered as new factors that affect consumer trust of mobile social e-commerce.It is assumed that the above factors have an impact on the perceived trust and perceived risk of consumers,and then affect the purchasing intention of consumers.By building the SEM for empirical analysis,the authors find that the system quality,information quality,product quality and service quality have positive influence on consumer perceived trust and negative influence on perceived risk with different level,but the influence of social network group relation on purchasing intention is different from that of weak ties theory.Online shopping cognition plays an obvious role in boosting perceived trust;and eliminating consumers’perceived risk is the important way for us to boost consumers’trust.