Social tie formation in Chinese online social commerce: The role of IT affordances
Social tie formation in Chinese online social commerce: The role of IT affordances
复制标题
中国在线社交商务中的社交关系形成：IT 可供性的作用
DOI：
10.1016/j.ijinfomgt.2018.06.002
复制
发表时间：
2018-10-01
影响因子：
21
通讯作者：
Wang, Tienan
中科院分区：
文献类型：
--
作者：
Dong, Xueyan;Wang, Tienan
社交媒体技术创造了一个机会，将非个人关系的形成从线下转移到线上。IT启示理论为在线社交电商（OSC）技术的使用如何促进OSC背景下社会关系的形成提供了理论基础。本文结合信息技术可供性理论和社会关系理论，构建了一个模型，探讨OSC信息技术可供性的六个子维度（即社会关系、社会关系和社会关系）是如何影响信息技术可供性的。例如，可见性、元语音、触发参与、指导购物、社交连接和交易）帮助买家和卖家建立强和弱OSC联系。一项针对511名微信买家的调查显示，六个IT启示中有五个提升了互动质量，从而促进了社会联系（无论是强的还是弱的），这反过来又有助于买家的回购意愿。此外，研究结果证实了电子商务制度机制（PEEIM）的感知有效性的强关系形成过程中的积极调节作用。本文通过更详细地研究OSC社会关系的前因和结果，推进了启示和社会关系文献。我们的研究结果不仅有利于研究人员解释技术如何帮助形成不同类型的关系，在OSC，但也有助于从业人员制定更好的OSC管理策略。
Social media technology creates an opportunity to shift the formation of impersonal relationships from offline to online. The theory of IT affordances provides a basis for theorizing how the use of online social commerce (OSC) technology facilitates the formation of social ties in an OSC context. In this paper, integrating theories of IT affordances and social ties, we develop a model to explore how the six sub-dimensions of OSC IT affordances (i. e., visibility, metavoicing, triggered attending, guidance shopping, social connecting, and trading) aid buyers and sellers in building strong and weak OSC ties. A survey of 511 buyers from WeChat shows that five of the six IT affordances enhance the quality of interactivity, and thereby facilitate social ties (both strong and weak), which in turn contribute to buyers' repurchase intentions. Additionally, the findings confirm the positive moderating effect of perceived effectiveness of e-commerce institutional mechanisms (PEEIM) on the strong tie formation process. This paper advances the affordances and social tie literature by examining the antecedents and outcomes of OSC social ties in more detail. Our findings not only benefit the researchers in interpreting how technology helps form different types of relationships in OSC, but also assists practitioners in developing better OSC management strategy.