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首页> 外文期刊>International Journal of Information Management >Exploring the effects of extrinsic motivation on consumer behaviors in social commerce: Revealing consumers' perceptions of social commerce benefits
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Exploring the effects of extrinsic motivation on consumer behaviors in social commerce: Revealing consumers' perceptions of social commerce benefits

机译：探索外在动机对社会商业中消费者行为的影响：揭示消费者对社会商业利益的看法

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摘要

The rise of social media has created a new e-commerce platform called social commerce. In social commerce, e-vendors such as Amazon may integrate social media with their traditional e-commerce sites. Based on self-determination theory and social commerce literature, we develop a model illustrating how social commerce features may impact consumer behaviors and facilitate social commerce benefits from the extrinsic motivation perspective. We identify four types of extrinsic motivation including external motivation, introjected motivation, identified motivation, and integrated motivation; and we examine their influences on consumers' intention to contribute social commerce information, which in turn leads to their subsequent behaviors and increases the perceived benefit of social commerce. We also consider the moderating effect of gender in the formulation of social commerce benefits. Based on longitudinal survey data from Amazon consumers, we find that 1) consumers' external and identified motivation has a positive impact on intention to contribute social commerce information; 2) consumers' intention is positively associated with their future behaviors, which in turn facilitate their perceptions of social commerce benefits; and 3) gender moderates the impact of behavior on social commerce benefits.
机译：社交媒体的兴起创建了一个名为社交商务的新电子商务平台。在社交商务中，诸如亚马逊之类的电子供应商可能会将社交媒体与其传统的电子商务站点进行集成。基于自决理论和社会商业文献，我们开发了一个模型，该模型从外部动机的角度说明了社会商业功能如何影响消费者行为并促进社会商业利益。我们确定了四种外部动机，包括外部动机，内在动机，确定动机和综合动机。并且我们考察了他们对消费者提供社交商务信息的意图的影响，这反过来导致了他们的后续行为，并增加了社交商务的感知利益。我们还考虑了性别因素在制定社会商业利益中的调节作用。根据来自亚马逊消费者的纵向调查数据，我们发现：1）消费者的外部动机和确定的动机对贡献社会商务信息的意图产生积极影响； 2）消费者的意愿与他们的未来行为成正相关，从而促进他们对社交商业利益的认识； 3）性别控制行为对社会商业利益的影响。

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