Outline
- I.introduction
- Ii.theoretical Development and Research Model
- Iii.hypothesis Development
- Iv.research Methodology
- V.data Analysis and Results
رئوس مطالب
- چکیده
- کلیدواژه ها
- I. مقدمه
- II. توسعه نظری و مدل تحقیق
- III. توسعه فرضیه
- الف. اعتماد در تجارت اجتماعی
- ب. TAM در تجارت اجتماعی
- ج. توانمندسازهای اجتماعی تجارت اجتماعی
- د. توانمندسازهای فنی تجارت اجتماعی
- IV. روش تحقیق
- الف. اجرای نظرسنجی و نمونه
- ب. معیارها
- ج. تورّش عدم پاسخ و تورّش روش رایج
- V. تجزیه و تحلیل داده ها و نتایج
- الف. آماره توصیفی، پایایی، و روایی
- ب. مدل اندازه گیری
- ج. ارزیابی مدل ساختاری
- VI. بحث و نتیجه گیری
- الف. پیامدهای نظری و عملی
- ب. محدودیت ها و جهت گیری های تحقیقات آتی
- منابع
Abstract
Social commerce, a powerful combination of customer-oriented social computing technologies and new commercial features, is having an increasing impact on e-commerce, potentially generating substantial economic benefits. Drawing on socio-technical theory, this study establishes a research framework to help understand the social and technical factors affecting consumers’ intention to purchase on social commerce sites. Our results demonstrate that familiarity, user experience, learning and training, and social commerce constructs all have a positive effect on consumers’ perceptions of ease of use and usefulness, thereby enhancing their trust and intention to purchase. For systems designers and engineers, our results highlight the importance of social commerce features for building consumers’ trust of social commerce sites and supporting their intention to purchase.
Conclusions
Our findings extend our current understanding of how purchase intention is formed by examining the impact of social and technical factors of social commerce. We provide empirical evidence to support the contention that consumer purchase intention is enhanced if they are proficient at using internet technologies and familiar with online shopping procedures. This implies that in enhancing consumer purchase intention in social commerce sites, the importance of users’ technical skills and knowledge of IT did influence their acceptance of social commerce. The results of this structural model analysis also show that social commerce constructs, namely forums, communities, ratings, reviews, and recommendations, do indeed influence PU, leading to trust. The trust established through social commerce constructs will affect a customer’s intention to buy. This implies that consumers are using the new social commerce functions, which in turn make them more likely to shop online successfully due to the sufficient product information gathered from social commerce sites. This positively increases their trust in social commerce platforms and helps them in their purchasing journey. Our study thus contributes to both theory and practice by providing evidence confirming the influence of social and technical aspects of social commerce on consumer behaviors. The theoretical and practical implications of these findings are presented below.