User experience in social commerce: in friends we trust
User experience in social commerce: in friends we trust
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DOI：
10.1080/0144929x.2012.692167
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发表时间：
2013-01
影响因子：
3.7
通讯作者：
Donghee Don Shin
中科院分区：
文献类型：
--
作者：
Donghee Don Shin
社交商务（Social commerce）是一种使用社交媒体的新型商务形式，发展迅速。虽然社交技术的采用已经得到了很好的研究，但需要新的理论发展来解释电子商务的具体特征及其与用户的互动。本研究分析了电子商务中的消费者行为，重点关注社会影响在电子商务中的作用。建立了一个模型来验证主观规范与信任、社会支持、态度和意图之间的关系。模型结果表明，主观规范是使用电子商务的关键行为前提。在扩展模型中，主观规范对变量间关系的调节和中介作用显著。从以前的研究中改编的新变量集可以是特定于s-commerce的，作为增强s-commerce中的态度和行为意图的因素。本文从构建社会互动理论和为开发以用户为中心的s-commerce平台提供实践见解的角度讨论了这些发现的含义。
Social commerce (s-commerce), a new form of commerce that involves using social media, has been rapidly developing. While the adoption of social technology is well studied, new theoretical development is needed to explain the specific characteristics of s-commerce and their interactions with the user. This study analyses consumer behaviours in s-commerce, focusing on the role of social influence in s-commerce. A model is created to validate the relationship between the subjective norm and trust, social support, attitude, and intention. The results of the model show that the subjective norm is a key behavioural antecedent to use s-commerce. In the extended model, the moderating and mediating effects of the subjective norm on relationships among variables were found to be significant. The new set of variables adapted from previous research can be s-commerce-specific, acting as factors that enhance attitudes and behavioural intentions in s-commerce. The implications of the findings are discussed in terms of building a theory of social interaction and providing practical insights into developing user-centered s-commerce as a platform.