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首页> 外文期刊>International Journal of Information Management >Exploring factors affecting social e-commerce service adoption: The case of Facebook Gifts
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Exploring factors affecting social e-commerce service adoption: The case of Facebook Gifts

机译：探索影响社会电子商务服务采用的因素：以Facebook Gifts为例

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Although social commerce is an important trend in practice, relatively few research studies have explored the impact of social commerce innovations launched within social networking sites. The deployment of a gift-giving service within a social networking site provides a unique opportunity to study the intersection of technological innovations and social norms and its potential to generate new revenue for ecommerce sites. Using Facebook Gifts as a real-world context for the study, we explore the factor structure of salient user beliefs influencing usage intention, and examine the relationships between beliefs and intention to use the service in a broader nomological network. Instead of adopting constructs from existing models, we started with the elicitation of salient beliefs and proceeded with successive stages of refinement to develop a suitable model. The empirical results show countervailing effects of perceived social utility and perceived convenience of the service on one hand, and low perceived value and privacy concerns on the other. A notable finding is the potential conflict arising between the expectations of effort associated with the procurement of a gift and the common perception of technology as reducing the required effort. The net result is that a technology-mediated gift service in the context of a social networking site runs counter to the social norms associated with traditional gift exchanges. This insight provides evidence of the dual challenge for social commerce initiatives. In order to be successful, new services in this area must leverage the potential of the technology as well as social practices.
机译：尽管社交商务在实践中是重要的趋势，但是相对较少的研究研究探讨了在社交网站内发起的社交商务创新的影响。在社交网站中部署送礼服务将为研究技术创新与社会规范的交集及其为电子商务网站带来新收入的潜力提供独特的机会。使用Facebook Gifts作为研究的真实环境，我们探索了影响使用意图的主要用户信念的因素结构，并研究了信念和意图在更广泛的法学网络中使用服务的关系。我们不是从现有模型中采用构造，而是从显着信念的启发开始，并逐步进行精炼以开发合适的模型。实证结果一方面显示了感知的社会效用和服务的感知便利的抵消作用，另一方面显示了较低的感知价值和隐私问题。一个值得注意的发现是，与购买礼物相关的努力期望与技术对减少所需努力的普遍看法之间可能存在冲突。最终结果是，在社交网站的上下文中，技术介导的礼品服务与传统礼品交换相关的社会规范背道而驰。这种见解为社交商务计划的双重挑战提供了证据。为了获得成功，该领域的新服务必须利用技术和社会实践的潜力。

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