社交商务服务质量对用户再购意愿的影响研究  

Research on the Impact of Social E-commerce Service Quality on User Repurchase Willingness

作　　者：高海霞[1] 应洋深 GAO Hai-xia;YING Yang-shen(Schoo of Mana gement,Hangzhou Dianzi University,Hangzhou Zhejiang 310018,China)

机构地区：[1]杭州电子科技大学管理学院,浙江杭州310018

出　　处：《信息与管理研究》2020年第2期22-35,共14页Journal of Information and Management

基　　金：国家自然科学基金青年科学基金项目(70902047);浙江省高校重大人文社科攻关计划项目(2018QN014)。

摘　　要：在竞争日益激烈的社交商务时代,研究如何凭借社交商务的优势引导用户持续关注,从而促进用户再购意愿具有重要的实践价值。结合已有的服务质量测量模型及相关访谈,开发了一套能够反映社交商务特点的新服务质量评价模型,并依据刺激一机体认知一反应(S-O-R)理论模型及双因素心理账户理论,构建了社交商务服务质量对用户再购意愿的影响机制模型。通过SmartPIS软件进行偏最小二乘法分析,得出如下结论:社交商务的安全性、便捷性、内容性、互动性对用户满意具有正向影响,进而影响用户再购意愿,其中互动性与便捷性的影响较大;而社交商务服务质量对用户的体验后悔具有负向影响,其中安全性的影响较大;支付疼痛对服务质量与用户满意及体验后悔之间关系的调节作用显著。研究结论有助于引导社交商务企业探寻有效提升服务质量从而提升用户再购意愿的途径。In the era of increasingly competitive social e-commerce,how to take the advantages of social e-commerce to attract users’long-term attention,and at the same time to promote their willingness to repurchase is of great practical value.Combined with existing service quality measurement models and related interviews,a new service quality evaluation model that reflects the characteristics of social e commerce is developed,and based on the stimulus-or ganism-cognition-response(SOR)theoretical model and the two-factor psychological account theory a mechanism model of the influence of social e-commerce service quality on users'repurchase willingness is presented.Using SmartPLS software to perform partial least squares analysis,it has been concluded that:the safety,convenience,content,and interaction of social e commerce have positive impacts on user satisfaction,and further on the users’willingness to repurchase,among which the impacts of interaction and convenience are greater;the service quality of social e-commerce has a negative impact on user experience regret,among which security has a greater impact;and payment pain plays E significant role in regulating the relationship between service quality and user satisfaction and experience regret.The research conclusions help guide social e-commerce companies to explore ways to effectively improve service quality and thereby increase users'willingness to repurchase.

关 键 词：社交商务 服务质量 再购意愿 

分 类 号：C931.2[经济管理—管理学]