理解消费者在社会化商务环境中的决策行为,对商家有效利用社会关系的力量来影响消费者尤为重要.基于此,以刺激-机体-反应理论和社会交换理论为基础,建立一个社会化商务环境下水果消费者购买决策模型,分析社会化商务特性对社会支持和购买意愿的影响机理.实证研究发现,交互性、粘性和口碑推荐对信息支持和情感支持都有积极的影响,其中口碑推荐的影响最大;信息支持和情感支持对购买意愿有重要的促进作用,且存在部分中介效应,这揭示了社会化商务特性对购买意愿影响的内在作用机制.%Understanding consumers' behavior in social commerce is critical for companies to effectively capitalize on the power of social relationships and influence them.Based on the stimulus-organism-response paradigm and social exchange theory,this study builds a fruit consumers' decision behavior model to explore the effects of social commerce characteristics on social support and purchase intention.The empirical results find that interactivity,stickiness and word-of-mouth referral have positive impacts on information support and emotional support,and among them word-of-mouth referral is the largest one;Information support and emotional support positively enable the prediction of purchase intention,furthermore both of them exist partial mediating effects,indicating the intrinsic mechanism of the effects of social commerce characteristics on purchase intention.
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