社会交换视角下社交电商社会关系网络中消费者的购买意愿  

Consumers’ Purchase Intention Influence of Social Relationship Network under Social E-commerce Model from the Perspective of Social Exchange

作　　者：胡银花[1] 黄小霞 钟蕊蕊 HU Yin-hua;HUANG Xiao-xia;ZHONG Rui-rui(School of Business Administration,Nanchang University of Technology,Nanchang,330099,Jiangxi)

机构地区：[1]南昌工程学院工商管理学院,江西南昌330099

出　　处：《蚌埠学院学报》2023年第1期61-66,82,共7页Journal of Bengbu University

基　　金：江西省社会科学基金项目(19GL35);江西省教育厅科学技术研究项目(GJJ170999);江西省高校人文社会科学研究项目(GL20120)。

摘　　要：从社会交换的视角探究社会关系网络对消费者参与社交电商的作用机制,结果表明,社会关系网络各个指标中仅网络中心性对消费者购买意愿具有直接影响;关系价值期望和交易价值期望在网络中心性与消费者购买意愿之间发挥了部分中介作用,在网络规模与购买意愿之间发挥了完全中介作用;关系强度只通过关系价值期望的中介作用对消费者购买意愿产生影响;在网络中心性对消费者购买意愿的影响中,交易价值期望发挥的中介效应更为显著,而在网络规模对消费者购买意愿的影响中,关系价值期望发挥的中介效应更显著。From the perspective of social exchange, the mechanism of social relationship networks on consumers’ participation in social e-commerce was explored in this paper.The results showed that only network centrality has a direct impact on consumers’ purchase intention in all indicators of social relationship networks;Relationship value expectation and transaction value expectation play a partial intermediary role between network centrality and consumers’ purchase intention, and play a complete intermediary role between network scale and purchase intention;Relationship strength only affects consumers’ purchase intention through the intermediary of relationship value expectation;In the influence of network centrality on consumers’ purchase intention, the intermediary effect of transaction value expectation is more significant, while in the influence of network scale on consumers’ purchase intention, the intermediary effect of relationship value expectation is more significant.

关 键 词：社会关系网络 社交电商 关系价值期望 交易价值期望 购买意愿 

分 类 号：F713.5[经济管理—市场营销]