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首页> 外文期刊>Journal of Business Research >Offline social interactions and online shopping demand: Does the degree of social interactions matter?
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Offline social interactions and online shopping demand: Does the degree of social interactions matter?

机译：离线社交互动和在线购物需求：社交互动程度吗？

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摘要

Offline social interactions and online shopping each have been studied extensively. Despite the importance of each construct, little is known about the effects of offline social interactions on online shopping. This study examines three research questions: (1) how offline social interactions affect online shopping in general, (2) how active and passive offline social interactions exert different influences on online shopping, and (3) how online shopping preferences moderate the influences from the two types of offline social interactions. Our empirical analyses provide three substantive findings. First, overall offline social interactions have a positive impact on online shopping demand. Second, while active offline social interactions have a positive informational influence on online shopping demand, passive offline social interactions have a negative normative influence on it. Third, online shopping preferences weaken both the positive informational and negative normative influences from both of offline social interactions. We also discuss theoretical and managerial implications.
机译：离线社交互动和在线购物每个都会广泛研究。尽管每个构建的重要性，但对于在线购物的离线社交互动的影响很少。本研究审查了三个研究问题：（1）离线社交互动如何影响在线购物一般，（2）如何积极和被动的离线社交交互对网上购物产生不同的影响，并如何在线购物偏好对来自的在线购物偏好程度两种类型的离线社交互动。我们的实证分析提供了三种实质性调查结果。首先，整体离线社交互动对在线购物需求产生积极影响。其次，虽然积极的离线社会互动对网上购物需求有积极的信息影响，但被动离线社会互动对其产生了负面规范的影响。第三，在线购物偏好削弱了离线社交互动的积极信息和消极规范影响。我们还讨论了理论和管理的影响。

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