消费者采用社交商务的影响因素——实证文献综述

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE
Thomas Friedrich
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引用次数: 26

摘要

社交商务是电子商务活动和社交媒体的结合,是电子商务公司增加销售额的一种有利可图的手段。由于社交商务活动在很大程度上依赖于消费者的社交互动,因此了解如何刺激消费者参与社交商务对公司来说变得非常重要。虽然一些实证研究已经专注于调查影响消费者采用社交商务的因素,但这些研究的结果分散在文献基础上,有时不透明,也不能直接进行比较。为了综合这些发现,我们对消费者采用社交商务的实证文献进行了系统的回顾。特别是,我们识别和分类概念上相似的因素和结果变量(即,行为意图和/或行为)。此外,我们应用选票计数技术和符号检验来汇总报告的因素和结果变量之间的影响。在分析了61份学术出版物后,我们提供了一个结构化和全面的因素列表,以及它们对各种收养相关结果变量的潜在影响。我们的研究结果表明,对于某些因素,如信任、有用性或社会影响力,影响指向一个明确的方向,而对于其他几个因素,如享受、风险或社会存在,影响尚不清楚,需要进一步调查。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
On the Factors Influencing Consumers' Adoption of Social Commerce - A Review of the Empirical Literature
Social commerce, the combination of e-commerce activities and social media, is a lucrative means for e-commerce companies to increase their sales volumes. As social commerce initiatives considerably depend on the consumers’ social interactions, it becomes important for companies to understand how consumers can be stimulated to participate in social commerce. While several empirical studies have already focused on investigating what factors influence consumers to adopt to social commerce, the findings of these studies are scattered across the literature base, sometimes not transparent, and not straightforwardly comparable. To synthesize these findings, we conduct a systematic review of the empirical literature on the consumers’ adoption of social commerce. In particular, we identify and classify conceptually similar factors and outcome variables (i.e., behavioral intentions and/or behaviors). Moreover, we apply a votecounting technique and a sign test to aggregate the reported effects between the factors and outcome variables. After analyzing 61 academic publications, we contribute a structured and comprehensive list of factors and their potential effects on various adoption-related outcome variables. Our results reveal that for some factors, such as trust, usefulness, or social influence, the effects point in a clear direction, while for several other factors, such as enjoyment, risk, or social presence, the effects are yet not clear and require further investigations.
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来源期刊
CiteScore
4.10
自引率
33.30%
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