网络购物中临场感与买家忠诚——基于社会资本理论的研究
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摘要
文章基于临场感理论与社会资本理论,构建了一个概念模型,探究C2C网络购物情境下临场感是如何形成买家与卖家之间的社会资本,并进而提高买家对卖家的忠诚,通过从淘宝网收集的240份买家数据对概念模型进行实证检验。研究结果显示:远程临场感能够提高结构资本与关系资本,而社会临场感可以提高三种社会资本;认知资本与关系资本可以提高买家忠诚,而结构资本对买家忠诚没有显著的影响。文章通过探讨临场感对社会资本的影响,弥补了C2C网络购物情境中对社会资本形成原因研究的空白,不仅具有一定的理论意义,同时也对在线卖家具有一定的实践指导意义。
Drawing on the presence theory and the social capital theory,this paper builds a conceptual model to explore how presence influences the development of social capital between buyers and sellers in the context of C2 C online shopping,which in turn improves buyers' loyalty. Then,the paper uses the data collected from 240 buyers on TaoBao to empirically test the conceptual model. The research results indicate that telepresence is positively related to structural capital and relational capital,but social presence is positively related to three dimensions of social capital. Furthermore,although cognitive capital and relational capital have positive effects on buyers' loyalty,structural capital is not associated with buyers' loyalty. This research bridges the literature gap about the formation of social capital in the C2 C online shopping context by exploring how presence exerts different effects on social capital. It has not only some theoretical implications,but also some practical implications for online sellers.
Drawing on the presence theory and the social capital theory,this paper builds a conceptual model to explore how presence influences the development of social capital between buyers and sellers in the context of C2 C online shopping,which in turn improves buyers' loyalty. Then,the paper uses the data collected from 240 buyers on TaoBao to empirically test the conceptual model. The research results indicate that telepresence is positively related to structural capital and relational capital,but social presence is positively related to three dimensions of social capital. Furthermore,although cognitive capital and relational capital have positive effects on buyers' loyalty,structural capital is not associated with buyers' loyalty. This research bridges the literature gap about the formation of social capital in the C2 C online shopping context by exploring how presence exerts different effects on social capital. It has not only some theoretical implications,but also some practical implications for online sellers.
引文
[1]CHEN J,ZHANG C,XU Y. The role of mutual trust in building members’loyalty to a C2C platform provider[J].International Journal of Electronic Commerce,2009,14(1):147-171.
[2]GEFEN D,KARAHANNA E,STRAUB D W. Trust and TAM in online shopping:an integrated model[J]. MIS Quarterly,2003,27(1):51-90.
[3]CHEN J,ZHANG C,YUAN Y F,et al. Understanding the Emerging C2C Electronic Market in China:An ExperienceSeeking Social Marketplace[J]. Electronic Markets,2007,17(2):86-100.
[4]OU C X,PAVLOU P A,DAVISON R M. Swift Guanxi in online marketplaces:the role of computer-mediated communication technologies[J]. MIS Quarterly,2014,38(1):209-230.
[5]HUANG Q,CHEN X,OU C X,et al. Understanding buyers’loyalty to a C2C platform:the roles of social capital,satisfaction and perceived effectiveness of e-commerce institutional mechanisms[J]. Information Systems Journal,2017,27(1):91-119.
[6]CHANG C M,HSU M H. Understanding the determinants of users’subjective well-being in social networking sites:an integration of social capital theory and social presence theory[J]. Behaviour&Information Technology,2016,9(9):1-10.
[7]KIM M J,LEE C K,PREIS M W. Seniors’loyalty to social network sites:Effects of social capital and attachment[J].International Journal of Information Management,2016,36(6):1020-1032.
[8]NAHAPIET J,GHOSHAL S. Social capital,intellectual capital,and the organizational advantage[J]. Academy of Management Review,1998,23(2):242-266.
[9]KHALIFA M,SHEN K N. System Design Effects on Social Presence and Telepresence in Virtual Communities[C].Washington:International Conference on Information Systems,2004:547-558.
[10]BIOCCA F,DELANEY B. Communication in the age of virtual reality[M]. New Jersey:Lawrence Erlbaum Associates,1995:15-32.
[11]LOMBARD M,DITTON T. At the heart of it all:The concept of presence[J]. Journal of Computer-Mediated Communication,1997,3(2):1-11.
[12]戴鑫,卢虹.社会临场感在多领域的发展及营销研究借鉴[J].管理学报,2015,12(8):1172-1183.
[13]STEUER J. Defining Virtual Reality:Dimensions Determining Telepresence[J]. Journal of Communication,1992,42(4):73-93.
[14]BIOCCA F. The Cyborg’s Dilemma:Embodiment in Virtual Environments[J]. Journal of Computer-Mediated Communication,1997,3(2):12-26.
[15]NOWAK K L,BIOCCA F. The effect of the agency and anthropomorphism on users’sense of telepresence,copresence,and social presence in virtual environments[J]. Presence,2003,12(5):481-494.
[16]SHIH C. Conceptualizing consumer experiences in cyberspace[J]. European Journal of Marketing,1998,32(7/8):655-663.
[17]SHORT J,WILLIAMS E,CHRISTIE B. The social psychology of telecommunications[M]. London:John Wiley&Sons,1976:64-65.
[18]ANIMESH A,PINSONNEAULT A,YANG S B,et al. An odyssey into virtual worlds:exploring the impacts of technological and spatial environments on intention to purchase virtual products[J]. MIS Quarterly,2011,35(3):789-810.
[19]CHOI S. The flipside of ubiquitous connectivity enabled by smartphone-based social networking service:Social presence and privacy concern[J]. Computers in Human Behavior,2016,65(12):325-333.
[20]LU B,FAN W,ZHOU M. Social presence,trust,and social commerce purchase intention:an empirical research[J].Computers in Human Behavior,2016,56(3):225-237.
[21]KLEIN L R. Creating virtual product experiences:The role of telepresence[J]. Journal of Interactive Marketing,2003,17(1):41-55.
[22]FIORE A M,JIN H J,KIM J. For fun and profit:Hedonic value from image interactivity and responses toward an online store[J]. Psychology&Marketing,2005,22(8):669-694.
[23]FIORE A M,KIM J,LEE H H. Effects of image interactivity on approach responses towards an online retailer[J].Journal of Interactive Marketing,2005,19(3):38-53.
[24]GEFEN D,STRAUB D W. Consumer trust in B2C e-Commerce and the importance of social presence:experiments in e-Products and e-Services[J]. Omega,2004,32(6):407-424.
[25]赵宏霞,王新海,周宝刚. B2C网络购物中在线互动及临场感与消费者信任研究[J].管理评论,2015,27(2):43-54.
[26]PUTNAM R D. Tuning in,tuning out:The strange disappearance of social capital in America[J]. PS:Political Science&Politics,1995,28(4):664-683.
[27]WASKO M M L,FARAJ S. Why should I share? Examining social capital and knowledge contribution in electronic networks of practice[J]. MIS Quarterly,2005,29(1):35-57.
[28]COLEMAN J S. Social Capital in the Creation of Human Capital[J]. American Journal of Sociology,1988,94(1):95-120.
[29]CHIU C M,HSU M H,WANG E T G. Understanding knowledge sharing in virtual communities:An integration of social capital and social cognitive theories[J]. Decision Support Systems,2006,42(3):1872-1888.
[30]LAWSON B,TYLER B B,COUSINS P D. Antecedents and consequences of social capital on buyer performance improvement[J]. Journal of Operations Management,2008,26(3):446-460.
[31]SUN Y,FANG Y,LIM K H,et al. User Satisfaction with Information Technology Services:A Social Capital Perspective[J]. Information Systems Research,2012,23(4):1195-1211.
[32]PUTNAM R D. The prosperous community:social capital and public life[J]. The American Prospect,1993,4(13):35-42.
[33]ROBERT JR L P,DENNIS A R,AHUJA M K. Social capital and knowledge integration in digitally enabled teams[J]. Information Systems Research,2008,19(3):314-334.
[34]HSU M H,CHANG C M. Examining interpersonal trust as a facilitator and uncertainty as an inhibitor of intra-organisational knowledge sharing[J]. Information Systems Journal,2014,24(2):119-142.
[35]ELLISON N B,STEINFIELD C,LAMPE C. The benefits of Facebook“friends:”Social capital and college students’use of online social network sites[J]. Journal of ComputerMediated Communication,2007,12(4):1143-1168.
[36]KIM M J,LEE C K,PREIS M W. Seniors’loyalty to social network sites:Effects of social capital and attachment[J].International Journal of Information Management,2016,36(6):1020-1032.
[37]HAU Y S,KANG M. Extending lead user theory to users’innovation-related knowledge sharing in the online user community:The mediating roles of social capital and perceived behavioral control[J]. International Journal of Information Management,2016,36(4):520-530.
[38]HSIAO C C,CHIOU J S. The effect of social capital on community loyalty in a virtual community:Test of a tripartite-process model[J]. Decision Support Systems,2012,54(1):750-757.
[39]WANG J C,CHIANG M J. Social interaction and continuance intention in online auctions:A social capital perspective[J]. Decision Support Systems,2009,47(4):466-476.
[40]GANLEY D,LAMPE C. The ties that bind:Social network principles in online communities[J]. Decision Support Systems,2009,47(3):266-274.
[41]YOON S. Does social capital affect SNS usage? A look at the roles of subjective well-being and social identity[J].Computers in Human Behavior,2014,41,12:295-303.
[42]PAN Y,XU Y C,WANG X,et al. Integrating social networking support for dyadic knowledge exchange:a study in a virtual community of practice[J]. Information&Management,2015,52(1):61-70.
[43]SONG K,FIORE A M,PARK J. Telepresence and fantasy in online apparel shopping experience[J]. Journal of Fashion Marketing and Management:An International Journal,2007,11(4):553-570.
[44]DIMAGGIO P,LOUCH H. Socially embedded consumer transactions:For what kinds of purchases do people most often use networks?[J]. American Sociological Review,1998,63(5):619-637.
[45]JONES T,TAYLOR S F. Service loyalty:accounting for social capital[J]. Journal of Services Marketing,2012,26(26):60-75.
[46]MONTAZEMI A R,SIAM J J,ESFAHANIPOUR A. Effect of Network Relations on the Adoption of Electronic Trading Systems[J]. Journal of Management Information Systems,2008,25(1):233-266.
[47]PALMATIER R W,DANT R P,GREWAL D,et al. Factors influencing the effectiveness of relationship marketing:a meta-analysis[J]. Journal of Marketing,2006,70(4):136-153.
[48]LU Y,YANG D. Information exchange in virtual communities under extreme disaster conditions[J]. Decision Support Systems,2011,50(2):529-538.
[49]LIANG T P,HO Y T,LI Y W,et al. What drives social commerce:The role of social support and relationship quality[J]. International Journal of Electronic Commerce,2011,16(2):69-90.
[50]KIM D J,FERRIN D L,RAO H R. Trust and satisfaction,two stepping stones for successful e-commerce relationships:A longitudinal exploration[J]. Information Systems Research,2009,20(2):237-257.
[51]WANG Y,WANG S,FANG Y,et al. Store survival in online marketplace:An empirical investigation[J]. Decision Support Systems,2013,56(1):482-493.
[52]AVGEROU C,LI B. Relational and institutional embeddedness of Web-enabled entrepreneurial networks:case studies of entrepreneurs in China[J]. Information Systems Journal,2013,23(4):329–350.
[53]FORNELL C,BOOKSTEIN F L. Two structural equation models:LISREL and PLS applied to consumer exit-voice theory[J]. Journal of Marketing Research,1982,19(4):440-452.
[54]TEO H H,WEI K K,BENBASAT I. Predicting Intention to Adopt Interorganizational Linkages:An Institutional Perspective[J]. MIS Quarterly,2003,27(1):19-49.
[55]GEFEN D,RIGDON E E,STRAUB D W. An Update and Extension to SEM Guidelines for Administrative and Social Science Research. Editorial Comment[J]. MIS Quarterly,2011,35(2):3-14.
[56]ANDERSON J C,GERBING D W. Structural equation modeling in practice:A review and recommended two-step approach[J]. Psychological Bulletin,1988,103(3):411-423.
[57]FORNELL C,LARCKER D F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research,1981,18(1):39-50.
[58]LINDELL M K,WHITNEY D J. Accounting for common method variance in cross-sectional research designs[J].Journal of Applied Psychology,2001,86(1):114-121.
[59]PREACHER K J,HAYES A F. Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models.[J]. Behavior Research Methods,2008,40(3):879-91.
[60]YONG S H,KANG M. Extending lead user theory to users’innovation-related knowledge sharing in the online user community:The mediating roles of social capital and perceived behavioral control[J]. International Journal of Information Management,2016,36(4):520-530.
[2]GEFEN D,KARAHANNA E,STRAUB D W. Trust and TAM in online shopping:an integrated model[J]. MIS Quarterly,2003,27(1):51-90.
[3]CHEN J,ZHANG C,YUAN Y F,et al. Understanding the Emerging C2C Electronic Market in China:An ExperienceSeeking Social Marketplace[J]. Electronic Markets,2007,17(2):86-100.
[4]OU C X,PAVLOU P A,DAVISON R M. Swift Guanxi in online marketplaces:the role of computer-mediated communication technologies[J]. MIS Quarterly,2014,38(1):209-230.
[5]HUANG Q,CHEN X,OU C X,et al. Understanding buyers’loyalty to a C2C platform:the roles of social capital,satisfaction and perceived effectiveness of e-commerce institutional mechanisms[J]. Information Systems Journal,2017,27(1):91-119.
[6]CHANG C M,HSU M H. Understanding the determinants of users’subjective well-being in social networking sites:an integration of social capital theory and social presence theory[J]. Behaviour&Information Technology,2016,9(9):1-10.
[7]KIM M J,LEE C K,PREIS M W. Seniors’loyalty to social network sites:Effects of social capital and attachment[J].International Journal of Information Management,2016,36(6):1020-1032.
[8]NAHAPIET J,GHOSHAL S. Social capital,intellectual capital,and the organizational advantage[J]. Academy of Management Review,1998,23(2):242-266.
[9]KHALIFA M,SHEN K N. System Design Effects on Social Presence and Telepresence in Virtual Communities[C].Washington:International Conference on Information Systems,2004:547-558.
[10]BIOCCA F,DELANEY B. Communication in the age of virtual reality[M]. New Jersey:Lawrence Erlbaum Associates,1995:15-32.
[11]LOMBARD M,DITTON T. At the heart of it all:The concept of presence[J]. Journal of Computer-Mediated Communication,1997,3(2):1-11.
[12]戴鑫,卢虹.社会临场感在多领域的发展及营销研究借鉴[J].管理学报,2015,12(8):1172-1183.
[13]STEUER J. Defining Virtual Reality:Dimensions Determining Telepresence[J]. Journal of Communication,1992,42(4):73-93.
[14]BIOCCA F. The Cyborg’s Dilemma:Embodiment in Virtual Environments[J]. Journal of Computer-Mediated Communication,1997,3(2):12-26.
[15]NOWAK K L,BIOCCA F. The effect of the agency and anthropomorphism on users’sense of telepresence,copresence,and social presence in virtual environments[J]. Presence,2003,12(5):481-494.
[16]SHIH C. Conceptualizing consumer experiences in cyberspace[J]. European Journal of Marketing,1998,32(7/8):655-663.
[17]SHORT J,WILLIAMS E,CHRISTIE B. The social psychology of telecommunications[M]. London:John Wiley&Sons,1976:64-65.
[18]ANIMESH A,PINSONNEAULT A,YANG S B,et al. An odyssey into virtual worlds:exploring the impacts of technological and spatial environments on intention to purchase virtual products[J]. MIS Quarterly,2011,35(3):789-810.
[19]CHOI S. The flipside of ubiquitous connectivity enabled by smartphone-based social networking service:Social presence and privacy concern[J]. Computers in Human Behavior,2016,65(12):325-333.
[20]LU B,FAN W,ZHOU M. Social presence,trust,and social commerce purchase intention:an empirical research[J].Computers in Human Behavior,2016,56(3):225-237.
[21]KLEIN L R. Creating virtual product experiences:The role of telepresence[J]. Journal of Interactive Marketing,2003,17(1):41-55.
[22]FIORE A M,JIN H J,KIM J. For fun and profit:Hedonic value from image interactivity and responses toward an online store[J]. Psychology&Marketing,2005,22(8):669-694.
[23]FIORE A M,KIM J,LEE H H. Effects of image interactivity on approach responses towards an online retailer[J].Journal of Interactive Marketing,2005,19(3):38-53.
[24]GEFEN D,STRAUB D W. Consumer trust in B2C e-Commerce and the importance of social presence:experiments in e-Products and e-Services[J]. Omega,2004,32(6):407-424.
[25]赵宏霞,王新海,周宝刚. B2C网络购物中在线互动及临场感与消费者信任研究[J].管理评论,2015,27(2):43-54.
[26]PUTNAM R D. Tuning in,tuning out:The strange disappearance of social capital in America[J]. PS:Political Science&Politics,1995,28(4):664-683.
[27]WASKO M M L,FARAJ S. Why should I share? Examining social capital and knowledge contribution in electronic networks of practice[J]. MIS Quarterly,2005,29(1):35-57.
[28]COLEMAN J S. Social Capital in the Creation of Human Capital[J]. American Journal of Sociology,1988,94(1):95-120.
[29]CHIU C M,HSU M H,WANG E T G. Understanding knowledge sharing in virtual communities:An integration of social capital and social cognitive theories[J]. Decision Support Systems,2006,42(3):1872-1888.
[30]LAWSON B,TYLER B B,COUSINS P D. Antecedents and consequences of social capital on buyer performance improvement[J]. Journal of Operations Management,2008,26(3):446-460.
[31]SUN Y,FANG Y,LIM K H,et al. User Satisfaction with Information Technology Services:A Social Capital Perspective[J]. Information Systems Research,2012,23(4):1195-1211.
[32]PUTNAM R D. The prosperous community:social capital and public life[J]. The American Prospect,1993,4(13):35-42.
[33]ROBERT JR L P,DENNIS A R,AHUJA M K. Social capital and knowledge integration in digitally enabled teams[J]. Information Systems Research,2008,19(3):314-334.
[34]HSU M H,CHANG C M. Examining interpersonal trust as a facilitator and uncertainty as an inhibitor of intra-organisational knowledge sharing[J]. Information Systems Journal,2014,24(2):119-142.
[35]ELLISON N B,STEINFIELD C,LAMPE C. The benefits of Facebook“friends:”Social capital and college students’use of online social network sites[J]. Journal of ComputerMediated Communication,2007,12(4):1143-1168.
[36]KIM M J,LEE C K,PREIS M W. Seniors’loyalty to social network sites:Effects of social capital and attachment[J].International Journal of Information Management,2016,36(6):1020-1032.
[37]HAU Y S,KANG M. Extending lead user theory to users’innovation-related knowledge sharing in the online user community:The mediating roles of social capital and perceived behavioral control[J]. International Journal of Information Management,2016,36(4):520-530.
[38]HSIAO C C,CHIOU J S. The effect of social capital on community loyalty in a virtual community:Test of a tripartite-process model[J]. Decision Support Systems,2012,54(1):750-757.
[39]WANG J C,CHIANG M J. Social interaction and continuance intention in online auctions:A social capital perspective[J]. Decision Support Systems,2009,47(4):466-476.
[40]GANLEY D,LAMPE C. The ties that bind:Social network principles in online communities[J]. Decision Support Systems,2009,47(3):266-274.
[41]YOON S. Does social capital affect SNS usage? A look at the roles of subjective well-being and social identity[J].Computers in Human Behavior,2014,41,12:295-303.
[42]PAN Y,XU Y C,WANG X,et al. Integrating social networking support for dyadic knowledge exchange:a study in a virtual community of practice[J]. Information&Management,2015,52(1):61-70.
[43]SONG K,FIORE A M,PARK J. Telepresence and fantasy in online apparel shopping experience[J]. Journal of Fashion Marketing and Management:An International Journal,2007,11(4):553-570.
[44]DIMAGGIO P,LOUCH H. Socially embedded consumer transactions:For what kinds of purchases do people most often use networks?[J]. American Sociological Review,1998,63(5):619-637.
[45]JONES T,TAYLOR S F. Service loyalty:accounting for social capital[J]. Journal of Services Marketing,2012,26(26):60-75.
[46]MONTAZEMI A R,SIAM J J,ESFAHANIPOUR A. Effect of Network Relations on the Adoption of Electronic Trading Systems[J]. Journal of Management Information Systems,2008,25(1):233-266.
[47]PALMATIER R W,DANT R P,GREWAL D,et al. Factors influencing the effectiveness of relationship marketing:a meta-analysis[J]. Journal of Marketing,2006,70(4):136-153.
[48]LU Y,YANG D. Information exchange in virtual communities under extreme disaster conditions[J]. Decision Support Systems,2011,50(2):529-538.
[49]LIANG T P,HO Y T,LI Y W,et al. What drives social commerce:The role of social support and relationship quality[J]. International Journal of Electronic Commerce,2011,16(2):69-90.
[50]KIM D J,FERRIN D L,RAO H R. Trust and satisfaction,two stepping stones for successful e-commerce relationships:A longitudinal exploration[J]. Information Systems Research,2009,20(2):237-257.
[51]WANG Y,WANG S,FANG Y,et al. Store survival in online marketplace:An empirical investigation[J]. Decision Support Systems,2013,56(1):482-493.
[52]AVGEROU C,LI B. Relational and institutional embeddedness of Web-enabled entrepreneurial networks:case studies of entrepreneurs in China[J]. Information Systems Journal,2013,23(4):329–350.
[53]FORNELL C,BOOKSTEIN F L. Two structural equation models:LISREL and PLS applied to consumer exit-voice theory[J]. Journal of Marketing Research,1982,19(4):440-452.
[54]TEO H H,WEI K K,BENBASAT I. Predicting Intention to Adopt Interorganizational Linkages:An Institutional Perspective[J]. MIS Quarterly,2003,27(1):19-49.
[55]GEFEN D,RIGDON E E,STRAUB D W. An Update and Extension to SEM Guidelines for Administrative and Social Science Research. Editorial Comment[J]. MIS Quarterly,2011,35(2):3-14.
[56]ANDERSON J C,GERBING D W. Structural equation modeling in practice:A review and recommended two-step approach[J]. Psychological Bulletin,1988,103(3):411-423.
[57]FORNELL C,LARCKER D F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research,1981,18(1):39-50.
[58]LINDELL M K,WHITNEY D J. Accounting for common method variance in cross-sectional research designs[J].Journal of Applied Psychology,2001,86(1):114-121.
[59]PREACHER K J,HAYES A F. Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models.[J]. Behavior Research Methods,2008,40(3):879-91.
[60]YONG S H,KANG M. Extending lead user theory to users’innovation-related knowledge sharing in the online user community:The mediating roles of social capital and perceived behavioral control[J]. International Journal of Information Management,2016,36(4):520-530.