基于SOR和TAM的社会化电商用户持续意愿影响因素研究

随着现代科技技术的快速发展,电子商务迎来了快速发展阶段,与此同时社会化电商已成为人们社交环节中不可缺少的部分,但是用户持续意愿不足问题依旧突出.本文基于SOR和TAM模型,结合社会化电商的特点,从技术特征和感知价值角度构建社会化电商用户持续意愿的理论模型,分析了交互性、粘性、口碑推荐、个性化对用户持续意愿的影响程度.据此提出了促进社交互动、精准定位目标群体、有针对性培养意见领袖、提供个性化产品或服务等对策建议以提高社会化电商用户的持续意愿.

Research on the Influence of Users'Continuance Intention to Use Social E-Commerce Based on SOR and TAM

With the rapid development of modern science and technology, e-commerce has ushered in a rapid development stage. At the same time, social e-commerce has become an indispensable part of people''s social links, but the problem of lack of continuous intention to use social e-commerce is still prominent. Based on SOR and TAM models and combining the characteristics of social e-commerce, this paper constructs a theoretical model of social e-commerce users'' sustained intention from the perspective of technical characteristics and perceived value, and analyzes the influence of interaction, stickiness, word-of-mouth recommendation, and personalization on users'' continuous intention. Based on this, some countermeasures and suggestions are put forward, such as, promoting social interaction, positioning target groups accurately, cultivating opinion leaders in a targeted way, and providing personalized products or services to improve the continuous intention of social e-commerce users.