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移动电商问答的信息性和规范性对消费者行为意愿的影响
Alternative TitleInfluence of Informativeness and Normativeness of Mobile E - Commerce Q&A on Behavioral Intention of Consumers
丁敬群1,2,3; 陈毅文1,2,3; 张玉婷1,2,3
First Author丁敬群
Contribution Rank1
Abstract

首次以京东问答为例,探讨了移动电子商务问答功能影响消费者行为意愿的内在机制,整合精细加工理论和技术接受模型理论构建概念模型,通过问卷调查的方式,收集数据进行实证检验。结果表明:移动电商问答的"信息支持、信息质量、回答者专业性"三项社会化影响因素,通过消费者感知有用性和感知可信度的中介作用,对消费者的行为意愿产生影响。

Other Abstract

This paper took JDcom Q&A function as the research object and explored the influence and influence mechanism of the mobile terminal - JDcom Q&A function on the behavioral intention of users. From the perspective of informative social influence, information support, information quality and the professionalism of respondents had significant positive influence on perceived usefulness and perceived credibility. This paper established conceptual model by Elaboration Likelihood Model ( ELM) and Technology Acceptance Model ( TAM) and utilized the questionnaire to collect the data for empirical test. The result showed that the social information characteristics of mobile e - commerce Q&A influenced the behavioral intention of consumers through the mediating effect of perceived usefulness and perceived credibility of consumers. Based on the results, several suggestions and future research were proposed.

Keyword移动电商问答 京东问答 社会性影响 采纳意愿 购买意愿
2020
Language中文
Source Publication资源开发与市场
ISSN1005-8141
Volume36Issue:01Pages:68-72
Subtype期刊论文
Document Type期刊论文
Identifierhttp://ir.psych.ac.cn/handle/311026/32544
Collection中国科学院行为科学重点实验室
Corresponding Author陈毅文
Affiliation1.中国科学院行为科学重点实验室
2.中国科学院心理研究所
3.中国科学院大学心理学系
First Author AffilicationKey Laboratory of Behavioral Science, CAS;  Institute of Psychology, Chinese Academy of Sciences
Corresponding Author AffilicationKey Laboratory of Behavioral Science, CAS;  Institute of Psychology, Chinese Academy of Sciences
Recommended Citation
GB/T 7714
丁敬群,陈毅文,张玉婷. 移动电商问答的信息性和规范性对消费者行为意愿的影响[J]. 资源开发与市场,2020,36(01):68-72.
APA 丁敬群,陈毅文,&张玉婷.(2020).移动电商问答的信息性和规范性对消费者行为意愿的影响.资源开发与市场,36(01),68-72.
MLA 丁敬群,et al."移动电商问答的信息性和规范性对消费者行为意愿的影响".资源开发与市场 36.01(2020):68-72.
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