社交媒体名人会让我发疯吗?探索名人代言对社交商务中冲动性购买行为的影响

IF 8.6 2区 管理学 Q1 BUSINESS
Zhucheng Shao, Jessica Sze Yin Ho, Garry Wei-Han Tan, Keng-Boon Ooi, Charles Dennis
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引用次数: 0

摘要

本研究通过扩展信号传递理论和承诺-信任理论,评估社交媒体名人代言对消费者在社交商务中冲动购买行为的影响。研究设计了一份自主管理的在线问卷,收集了 295 名有效受访者的数据,并采用多分析混合结构方程模型--人工神经网络(ANN)进行了分析。研究结果表明,关系转换选择和关系利益直接导致消费者对社交媒体名人的关系承诺,而共享价值和寄生社会互动则积极导致社交商务信任;关系承诺和社交商务信任都会诱发消费者在社交商务中的冲动性购买行为。从理论角度看,本研究丰富了信号传递理论和承诺-信任理论的内容,拓展了其在社交商务中的适用性和可迁移性。此外,本研究还巩固了理论整合,指出信号理论可被视为承诺-信任理论引发消费者冲动性购买的前因。在方法论上,本研究采用二阶建构效益,从偏最小二乘法-ANN 的角度捕捉了社交商务信任和冲动性购买的多维性和复杂性。在实践中,本研究为如何更好地邀请名人代言和与顾客建立长期关系提供了宝贵的见解,同时也为当今社交商务缺乏的国家提供了启示。尽管如此,这项研究还是受到了在马来西亚进行的横断面研究设计的限制。未来的研究工作应考虑开展纵向、多国研究,以扩大研究结果的适用性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Will social media celebrities drive me crazy? Exploring the effects of celebrity endorsement on impulsive buying behavior in social commerce

Will social media celebrities drive me crazy? Exploring the effects of celebrity endorsement on impulsive buying behavior in social commerce

This study evaluates the influence of social media celebrity endorsements on consumers' impulsive buying behavior in social commerce by extending the signaling theory and commitment-trust theory. A self-managed online questionnaire is designed to collect the data from 295 valid respondents and analyze it using a multi-analytical hybrid structural equation modeling-artificial neural network (ANN). The results reveal that relational switching alternatives and relationship benefits directly contribute to relationship commitment to social media celebrity, whereas shared value and parasocial interaction positively lead to social commerce trust; both relationship commitment and social commerce trust induce consumers' impulsive buying behavior in social commerce. From a theoretical perspective, this study enriches the components of signaling theory and commitment-trust theory, expanding their applicability and transferability in social commerce. Moreover, this study consolidates the theoretical integration, indicating that signaling theory can be considered as an antecedent of commitment-trust theory for triggering consumers' impulsive buying. Methodologically, adopting second-order constructs benefits, this study captures the multidimensionality and complexity of social commerce trust and impulsive buying from the partial least squares-ANN perspectives. In practice, this research provides valuable insights into how to better invite celebrity endorsements and build long-term relationships with customers, as well as offers insights into countries where social commerce is lacking today. That being said, this study is constrained by its cross-sectional research design, conducted in Malaysia. Future research endeavors should consider launching longitudinal, multicountry studies to broaden the applicability of the findings.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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