信任与风险在社交商务中体育消费者决策中的双重作用:信息采用模型

IF 2 4区 管理学 Q3 BUSINESS
Weisheng Chiu, Heetae Cho, Hui Mei Chua
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引用次数: 0

摘要

本研究的目的是了解消费者的决策过程基于信息采纳模型(IAM)。此外,在IAM中加入了信任风险的视角,建立了一个更全面的框架来探索消费者的购买意愿。结果发现,消费者购买体育用品的意愿被IAM、信任感知和风险感知显著预测。具体来说,IAM内部的关系是积极和显著的,论点质量和来源可信度都影响信息有用性,这进一步导致了信息的采用。此外,信息采纳对购买意愿有正向影响。此外,感知信任和风险在消费者的信息采纳过程和购买意愿中发挥着不同的作用。本研究初步探讨了体育消费者在社交商务中的决策。整合IAM和信任风险视角,可以洞察消费者对体育用品的信息采纳过程和购买意愿。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Dual Roles of Trust and Risk in Sport Consumer Decision-Making in Social Commerce: An Information Adoption Model
The purpose of this study was to understand consumers’ decision-making process based on the information adoption model (IAM). In addition, the trust-risk perspective was incorporated into the IAM to establish a more comprehensive framework to explore consumers’ purchase intention. The results found that consumers’ intention to purchase sporting goods was significantly predicted by the IAM and perceptions of trust and risk. Specifically, the relationships within the IAM were positive and significant, and both argument quality and source credibility affected information usefulness, which further led to information adoption. Moreover, information adoption had a positive influence on purchase intention. In addition, perceived trust and risk played different roles in consumers’ information adoption process and purchase intention. This study initially explores sport consumers’ decision-making in social commerce. Integrating the IAM and trust-risk perspective provides insights into the consumers’ information adoption process and purchase intention of sporting goods.
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来源期刊
自引率
13.30%
发文量
21
期刊介绍: Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.
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