社会化媒体是否能促进网络购买?——基于技术接受模型的实证研究
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摘要
近年来社会化媒体迅速发展,逐渐成为比传统媒体更有效的传播渠道。社会化媒体营销通过互联网和移动互联网传播得以实现。在网络情境中,个体、技术、质量和环境等因素均与线下购买情境截然不同。以技术接受模型为理论基础研究在网络情境中社会化媒体对网络消费者购买意愿的影响机制,以结构方程模型的研究方法探索信息丰富度、用户真实性、兼容贯通性和隐私保密性等因素对网络消费者购买意愿的影响,以及感知有用性、感知易用性和信任的中介作用。研究发现,在以上因素影响购买意愿的过程中,感知易用性是兼容贯通性、信息丰富度和用户真实性的中介因素,感知有用性是信息丰富度的中介因素,信任是信息丰富度和用户真实性的中介因素。同时发现,信任在感知易用性影响感知有用性中起中介作用,且信任直接影响网络消费者的购买意愿。
In recent years,social media has developed rapidly and become a more effective marketing channel than traditional media. Social media marketing is realized through Internet and mobile Internet. In the online situation,factors such as individual,technology,quality and environment are totally different from the offline purchase situation. Based on the technology acceptance model(TAM),and by using SEM method,the authors study the characteristics of social media,including informativeness,authenticity of user,interconnectivity and confidentiality of privacy,and explore how these factors have an effect on network consumers' purchase intention and the intermediary role of perceived usefulness perceived ease of use and trust.It is found that in the process that the above factors affecting purchase intention,perceived ease of use is the intermediary factor of informativeness,authenticity of user and interconnectivity;perceived usefulness is the intermediary factor of informativeness;and trust is the intermediary factor of informativeness and authenticity of user. Also,it is found that trust plays an intermediary role in perceived ease of use influencing perceived usefulness,and directly affects the purchase intention of online consumers.
In recent years,social media has developed rapidly and become a more effective marketing channel than traditional media. Social media marketing is realized through Internet and mobile Internet. In the online situation,factors such as individual,technology,quality and environment are totally different from the offline purchase situation. Based on the technology acceptance model(TAM),and by using SEM method,the authors study the characteristics of social media,including informativeness,authenticity of user,interconnectivity and confidentiality of privacy,and explore how these factors have an effect on network consumers' purchase intention and the intermediary role of perceived usefulness perceived ease of use and trust.It is found that in the process that the above factors affecting purchase intention,perceived ease of use is the intermediary factor of informativeness,authenticity of user and interconnectivity;perceived usefulness is the intermediary factor of informativeness;and trust is the intermediary factor of informativeness and authenticity of user. Also,it is found that trust plays an intermediary role in perceived ease of use influencing perceived usefulness,and directly affects the purchase intention of online consumers.
引文
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[31]?ELIK H E,YILMAZ V.Extending the technology acceptance model for adoption of e-shopping by consumers in Turkey[J].Journal of electronic commerce research,2011(2):152-164.
[32]CYR D,HEAD M,IVANOV A.Design aesthetics leading to m-loyalty in mobile commerce[J].Information&management,2006(8):950-963.
[33]LIN,KIM.Predicting user response to sponsored advertising on social media via the technology acceptance model[J].Computers in human behavior,2016(11):710-718.
[34]ZLATOLAS L N,WELZER T,HERICKO M,H?LBL M.Privacy antecedents for SNS self-disclosure:the case of facebook[J].Computers in human behavior,2015(4):158-167.
[35]STIEGER S,BURGER C,BOHN M.Who commits virtual identity suicide?differences in privacy concerns,internet addiction,and personality between facebook users and quitters[J].Cyberpsychology behavior&social networking,2013(9):629-634.
[36]CHEN L D,TAN J.Technology adaptation in e-commerce:key determinants of virtual stores acceptance[J].European management journal,2004(1):74-86.
[37]SCHEPERS J,WETZELS M.A meta-analysis of the technology acceptance model:investigating subjective norm and moderation effects[J].Information&management,2007(1):90-103.
[38]FENECH T,O’CASS A.Internet users’adoption of web retailing:user and product dimensions[J].Journal of product&brand management,1992(6):361-381.
[39]FUKUYAMA F.Social capital and the civil society[C]//Washington,DC:Second conference on second generation reforms.IMF,1999:1-17.
[40]GIFFIN K.The contribution of studies of source credibility to a theory of interpersonal trust in the communication process[J].Psychological bulletin,1967(2):104-120.
[41]DONEY P M,CANNON J P.An examination of the nature of trust in buyer-seller relationships[J].Journal of marketing,1997(2):35-51.
[42]ZUCKER L G.Production of trust:institutional sources of economic structure,1840-1920[J].Research in organizational behavior,1986(2):53-111.
[43]GEFEN D.E-commerce:the role of familiarity and trust[J].Omega,2000(6):725-737.
[44]JARVENPAA S L,TRACTINSKY N.Consumer trust in an intent store:a cross-cultural validation[J].Journal of computer mediated communication,1999(2):1-35.
[45]GEFEN D,KARAHANNA E,STRAUB D W.Inexperience and experience with online stores:the importance of TAMand trust[J].IEEE transactions on engineering management,2003(3):307-321.
[46]WEISBERG J,TE'ENI D,ARMAN L.Past purchase and intention to purchase in e-commerce:the mediation of social presence and trust[J].Internet research electronic networking applications&policy,2011(1):82-96.
[47]CHANG L,WAN G.Including subjective norm and technology trust in the technology acceptance model:a case of e-ticketing in China[J].ACM SIGMIS database,2010(4):40-51.
[48]KLINE R B.Principles and practice of structural equation modeling[M].New York:Guilford Press,2011:204-209.
[49]吴明隆.结构方程模型[M].重庆:重庆大学出版社,2009:56-72.
[50]HERNANDEZ B,JIMENEZ J,MARTIN M J.The impact of self-efficacy,ease of use and usefulness on e-purchasing:an analysis of experienced e-shoppers[J].Interacting with computers,2008(1/2):146-156.
[2]CARLSON A,CHRISTOPHER LEE C.Followership and social media marketing[J].Academy of marketing studies journal,2015(1):80-101.
[3]KIETZMANN J H,HERMKENS K,MCCARTHY I P,et al.Social media?get serious!understanding the functional building blocks of social media[J].Social science electronic publishing,2011(3):241-251.
[4]KAPLAN A M,HAENLEIN M.Users of the world,unite!the challenges and opportunities of social media[J].Business horizons,2010(1):59-68.
[5]STRAUSS JUDY,FROST RAYMOND.E-marketing(5th edition)[M].New Jersey:Prentice Hall,2009:101-104.
[6]IRESEARCH.中国网络广告市场年度监测报告(2018年)[EB/OL].(2018-08-31)[2019-01-10].http://report.iresear ch.cn/report_pdf.aspx?id=3264.
[7]BARRETO A M.Do users look at banner ads on Facebook?[J].Journal of research in interactive marketing,2013(2):119-139.
[8]INFUSIONSOFT.56%的美国SMB计划增加2017年社交媒体营销支出[EB/OL].(2017-02-09)[2019-01-16].http://www.199it.com/archives/562092.html.
[9]KANTAR MEDIA CIC.2018年社会化媒体生态概览白皮书[EB/OL].(2018-02-20)[2019-01-16].https://www.landscape-2018.ciccorporate.com/.
[10]O'REILLY T.What is Web 2.0:design patterns and business models for the next generation of software[J].Social science electronic publishing,2007(7):253-259.
[11]CONSTANTINIDES E,FOUNTAIN S J.Web2.0:conceptual foundations and marketing issues[J].Journal of direct data&digital marketing practice,2008(3):231-244.
[12]ANDREWS J C.The dimensionality of beliefs toward advertising in general[J].Journal of advertising,1989(18):26-35.
[13]BEER D,BURROWS R.Sociology and,of in Web 2.0:some initial considerations[J/OL].Sociological research online,2007(5)http://www.socresonline.org.uk/12/5/17.html.
[14]DAVIS F D,WARSHAW P R.User acceptance of computer technology:a comparison of two theoretical models[J].Management science,1989(8):982-1 003.
[15]DAVIS F D.Perceived usefulness perceived ease of use and user acceptance of information technology[J].MIS quarterly,1989(3):319-340.
[16]张李义,张然.技术接受模型(TAM)关键变量前因分析[J].信息资源管理学报,2015(2):11-20.
[17]SUMAK B,PUSNIK M,HERI?KO M.Towards an e-business acceptance model:identification of external factors[C]//Zagreb:Proceedings of the ITI 2012 34th International Conference on Information Technology Interfaces.University of Zagreb,2012:305-310.
[18]ROTZOLL K B,HAEFNER J E,SANDAGE C H.Advertising in contemporary society:perspectives toward understanding(book review)[J].Journalism and mass communication quarterly,1997(1):197.
[19]TAYLOR D G,LEWIN J E,STRUTTON D.Friends,fans,and followers:do ads work on social networks?[J].Journal of advertising research,2011(51):258-275.
[20]RESNIK A,BRUCE L S.An analysis of information content in television advertising[J].Journal of marketing,1997(1):50-53.
[21]PAVLOU P A,LIANG H,XUE Y.Understanding and mitigating uncertainty in online exchange relationships:a principal-agent perspective[J].MIS quarterly,2007(1):105-136.
[22]DUCOFFE R H.How consumers assess the value of advertising[J].Journal of current issues and research in advertising,1995(1):1-18.
[23]DUCOFFE R H.Advertising value and advertising on the web[J].Journal of advertising research,1996(5):21-34.
[24]BART Y,SHANKAR V,SULTAN F.Are the drivers and role of online trust the same for all web sites and consumers?a large-scale exploratory empirical study[J].Journal of marketing,2005(4):133-152.
[25]KOUFARIS M,HAMPTON-SOSA W.The development of initial trust in an online company by new customers[J].Information&management,2004(3):377-397.
[26]SAFKO L,BRAKE D K.The social media bible:tactics,tools,and strategies for business success[M].New Jersey:John Wiley&Sons Inc,2009:297-320.
[27]施卓敏,陈永佳,赖连胜.网络面子意识的探究及其对社交网络口碑传播意愿的影响[J].营销科学学报,2015(2):133-151.
[28]KOMIAK S,BENBASAT I.Understanding customer trust in agent-mediated electronic commerce,web-mediated electronic commerce,and traditional commerce[J].Information technology and management,2004(1/2):181-207.
[29]李梦吟,王成慧.社会化媒体特性对购买意愿影响因素探索[J].中国流通经济,2017(8):75-83.
[30]HSU C,LIN J C,CHIANG H.The effects of blogger recommendations on customers’online shopping intentions[J].Internet research,2013(1):69-88.
[31]?ELIK H E,YILMAZ V.Extending the technology acceptance model for adoption of e-shopping by consumers in Turkey[J].Journal of electronic commerce research,2011(2):152-164.
[32]CYR D,HEAD M,IVANOV A.Design aesthetics leading to m-loyalty in mobile commerce[J].Information&management,2006(8):950-963.
[33]LIN,KIM.Predicting user response to sponsored advertising on social media via the technology acceptance model[J].Computers in human behavior,2016(11):710-718.
[34]ZLATOLAS L N,WELZER T,HERICKO M,H?LBL M.Privacy antecedents for SNS self-disclosure:the case of facebook[J].Computers in human behavior,2015(4):158-167.
[35]STIEGER S,BURGER C,BOHN M.Who commits virtual identity suicide?differences in privacy concerns,internet addiction,and personality between facebook users and quitters[J].Cyberpsychology behavior&social networking,2013(9):629-634.
[36]CHEN L D,TAN J.Technology adaptation in e-commerce:key determinants of virtual stores acceptance[J].European management journal,2004(1):74-86.
[37]SCHEPERS J,WETZELS M.A meta-analysis of the technology acceptance model:investigating subjective norm and moderation effects[J].Information&management,2007(1):90-103.
[38]FENECH T,O’CASS A.Internet users’adoption of web retailing:user and product dimensions[J].Journal of product&brand management,1992(6):361-381.
[39]FUKUYAMA F.Social capital and the civil society[C]//Washington,DC:Second conference on second generation reforms.IMF,1999:1-17.
[40]GIFFIN K.The contribution of studies of source credibility to a theory of interpersonal trust in the communication process[J].Psychological bulletin,1967(2):104-120.
[41]DONEY P M,CANNON J P.An examination of the nature of trust in buyer-seller relationships[J].Journal of marketing,1997(2):35-51.
[42]ZUCKER L G.Production of trust:institutional sources of economic structure,1840-1920[J].Research in organizational behavior,1986(2):53-111.
[43]GEFEN D.E-commerce:the role of familiarity and trust[J].Omega,2000(6):725-737.
[44]JARVENPAA S L,TRACTINSKY N.Consumer trust in an intent store:a cross-cultural validation[J].Journal of computer mediated communication,1999(2):1-35.
[45]GEFEN D,KARAHANNA E,STRAUB D W.Inexperience and experience with online stores:the importance of TAMand trust[J].IEEE transactions on engineering management,2003(3):307-321.
[46]WEISBERG J,TE'ENI D,ARMAN L.Past purchase and intention to purchase in e-commerce:the mediation of social presence and trust[J].Internet research electronic networking applications&policy,2011(1):82-96.
[47]CHANG L,WAN G.Including subjective norm and technology trust in the technology acceptance model:a case of e-ticketing in China[J].ACM SIGMIS database,2010(4):40-51.
[48]KLINE R B.Principles and practice of structural equation modeling[M].New York:Guilford Press,2011:204-209.
[49]吴明隆.结构方程模型[M].重庆:重庆大学出版社,2009:56-72.
[50]HERNANDEZ B,JIMENEZ J,MARTIN M J.The impact of self-efficacy,ease of use and usefulness on e-purchasing:an analysis of experienced e-shoppers[J].Interacting with computers,2008(1/2):146-156.