什么决定了社交电商用户的购买意愿?——基于“认知—情感—行为意愿”理论的实证解释  

What determines the purchase intention of social e-commerce users?:Empirical explanation based on the theory of cognition-affect-conation

作　　者：刘军跃[1] 丁乙 李军锋[1] 罗章梅 LIU Junyue;DING Yi;LI Junfeng;LUO Zhangmei(College of Management,Chongqing University of Technology,Chongqing 400054,China)

机构地区：[1]重庆理工大学管理学院,重庆400054

出　　处：《重庆理工大学学报（社会科学）》2022年第8期90-99,共10页Journal of Chongqing University of Technology（Social Science）

基　　金：重庆市社会科学规划项目“社会化电商用户的认知、情感体验与购买意愿研究”(2021NDYB062)。

摘　　要：随着互联网时代的到来,社交电商得到蓬勃发展。面对日趋激烈的竞争环境,如何开展有效的营销活动成为平台企业成功的关键。基于“认知—情感—行为意愿”理论,构建社交电商用户购买意愿的影响因素模型,实证分析用户的认知对购买意愿的影响,重点探索用户认知对购买意愿的作用机制。通过问卷调查法收回293份有效数据,并利用SPSS和AMOS软件对假设进行实证检验。研究发现:感知价值对沉浸体验和购买意愿有显著正向影响,感知过载对用户倦怠有显著正向影响,但对购买意愿的影响不显著;沉浸对购买意愿有正向影响,倦怠对购买意愿的影响不显著。With the advent of the Internet era, social e-commerce is booming. Facing the increasingly fierce competitive environment, how to carry out effective marketing activities has become the key to the success of enterprises. Based on the theory of cognition-affect-conation, this research constructs a model of the influencing factors of social e-commerce users’ purchase intention, empirically analyzes the influence of user cognition on purchase intention, and focuses on exploring the mechanism of user cognition on purchase intention. 293 valid data were collected through the questionnaire survey method, and the hypothesis was empirically tested using SPSS and AMOS software. The results show that perceived value has a significant positive effect on flow experience and purchase intention. Perceived overload has a significant positive effect on user fatigue, but the effect on purchase intention is not significant;flow experience has a positive effect on purchase intention, and user fatigue has no significant impact on purchase intention.

关 键 词：社交电商 感知过载 感知价值 情感体验 购买意愿 

分 类 号：F713[经济管理—产业经济]