了解消费者对社交商务的兴趣:隐私、信任和安全的作用

IF 4.9 3区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Information Technology & People Pub Date : 2023-11-07 DOI:10.1108/itp-05-2020-0322
Hsiao-Ting Tseng, Waqar Nadeem, M. Sam Hajli, Mauricio Featherman, Nick Hajli
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引用次数: 0

摘要

目的通过使用社交媒体平台进行购前调研,消费者可以享受到信息共享和社会支持;然而,当添加了订购和支付功能时,消费者是否会以不同的方式重新评估平台的隐私和安全性?随着社交媒体系统演变为社交商务平台(social commerce platform, scp),个人经常面临着是完成自己一直在研究的购买,还是切换到传统的电子商务平台完成交易的问题。本研究考察了消费者在SCP渠道中的信任形成,以及消费者在SCP渠道中的兴趣和参与是如何维持并影响消费者通过SCP购买决策的。设计/方法/方法基于信任和参与文献,概念化了一个研究模型,以捕捉消费者对SCP隐私和安全的信念,以及SCP是否可以信任,并将这些输入用于随后的消费者兴趣、参与和是否使用SCP进行购买的决策。采用面板数据结构方程模型(AMOS) (n = 405)对研究模型进行实证检验。数据显示了可接受的信度和收敛效度,而原始研究模型提供了预测效度和理论确认的见解。调查结果证实,消费者对隐私和安全的认知作为决策标准发挥着至关重要的作用,为他们判断一个新的社交商务渠道是否值得信任进行购买提供了依据。此外,消费者信任支持他们对SCP的兴趣,导致持久和增强的行为使用,并在较小程度上增加购买意图。尽管如此,该样本中的大多数人拒绝使用SCP进行购买,而更愿意在久经考验、值得信赖的传统电子商务网站进行交易。独创性/价值本研究是第一批研究新scp信任形成的研究之一,消费者决定将他们的参与水平从社交和信息扩展到商业。
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Understanding consumers' interest in social commerce: the role of privacy, trust and security
Purpose Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP. Design/methodology/approach Based on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) ( n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights. Findings Results confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites. Originality/value This study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.
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来源期刊
Information Technology & People
Information Technology & People INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
8.20
自引率
13.60%
发文量
121
期刊介绍: Information Technology & People publishes work that is dedicated to understanding the implications of information technology as a tool, resource and format for people in their daily work in organizations. Impact on performance is part of this, since it is essential to the well being of employees and organizations alike. Contributions to the journal include case studies, comparative theory, and quantitative research, as well as inquiries into systems development methods and practice.
期刊最新文献
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