顾客采纳社会化媒体的影响因素——一个理论模型及其实证研究  

Factors Influencing Consumers' Adoption of Social Media——A Theoretical Model and Its Empirical Research

作　　者：焦勇兵[1] 高静[2] 杨健[1] 

机构地区：[1]宁波工程学院经济与管理学院,浙江宁波315016 [2]浙江外国语学院国际工商管理学院,浙江杭州310012

出　　处：《山西财经大学学报》2013年第7期43-55,共13页Journal of Shanxi University of Finance and Economics

基　　金：教育部人文社会科学基金项目(11YJC630047);宁波工程学院文科振兴计划学科领域专项课题的资助;王宽诚教育基金会的资助

摘　　要：社会化媒体已经成为企业保留老顾客和获取新顾客的一种新兴的营销模式,但有关顾客采纳社会化媒体影响因素的理论研究则显得非常滞后。本研究从理论和实证两方面探讨和检验了顾客采纳社会化媒体的影响因素。本文的研究框架以科技接受模型为理论基础,不仅将感知愉悦性、感知风险和信任等变量加进认知建构中,而且还将社会化媒体所具有的信息公开性、参与性、互动性、共享性和贯通性等特征作为认知建构的外部变量。本研究发现,感知愉悦性和信任在顾客采纳社会化媒体中扮演着积极的角色,而感知风险在顾客采纳社会化媒体中起着消极的作用;参与性、互动性和共享性对感知愉悦性产生积极影响,进而对顾客采纳社会化媒体产生积极影响。Social media has been a new marketing tool for firms to maintain the existing customers as well as to capture new ones. However, theoretical research on the factors affecting consumers＇ adoption of social media has been lagging far behind. This study investigates the factors influencing consumers＇ adoption of social media from a theoretical as well as an empirical perspective. This conceptual framework, built upon the Technology Acceptance Model （TAM）, incorporates both cognitive constructs （e.g., per- ceived enjoyment, perceived risk, and trust） and external variables such as social media characteristics （i.e., information openness, participation, interaction, sharing, and connectedness）. We find that perceived enjoyment and trust play a positive role in consumers＇ adoption of social media, while perceived risk plays a negative role in consumers＇ adopting social media. Additionally, the authors find that participation, interactivity, and sharing positively affect perceived enjoyment, hence lead to consumers＇ adoption of social media.

关 键 词：社会化媒体 感知愉悦性 感知风险 信任 采纳意图 

分 类 号：F713[经济管理—产业经济]