社交商务构建与社交商务网站上的购买意向:研究情感和认知态度在应对数字营销挑战中的作用

I. A. Malik, Muhammad Ali Raza, Noor Ul Hadi, Mahwish J. Khan, Farhina Hameed
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摘要

摘要 关于社会商业建构、态度和行为之间关系顺序的文献存在争议。早期的学者认为,先有行为后有态度,反之,最近的证据表明两者之间的关系并不紧密。为了探讨数字营销中的这一现象,本研究的目的有两个:研究认知态度和情感态度在社会化商务建构和购买意向之间的并行中介作用,以及认知态度和情感态度在社会化商务建构和购买意向之间的顺序中介作用。本研究使用谷歌表单收集了过去六个月中使用社交商务网站购物的个人数据。使用 PROCESS 宏分析了假设模型。研究结果表明,社交商务结构(Social Commerce Constructs, SCCs)对在线购买决策的综合影响是显著的。有趣的是,我们的实证研究结果支持了近期学者的观点,即社交商务背景下的行为并非由态度决定,但两者的累积关系显著且较小。在平行中介中,情感态度在 SCC 与购买意向之间的中介效应相当大。这一发现表明,在数字营销时代,营销人员要想抓住现有客户和潜在客户的注意力,就必须关注在线评论中的情感内容。
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Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges
Abstract Literature on the sequence of relationships between social commerce constructs, attitudes, and behaviors is disputed. According to earlier scholars, behavior is followed by attitude, conversely, recent evidence suggests a slight relationship. To explore this phenomenon in digital marketing, the aim of the current study is twofold: to examine a parallel mediation of cognitive and affective attitudes between social commerce constructs and purchase intention followed by sequential meditation of cognitive and affective attitudes in the relationship between social commerce constructs and purchase intention. Data for the study was collected using Google Forms from individuals who have used social commerce sites for making purchases over the last six months. The hypothesized model was analyzed using PROCESS macro. The finding of the study revealed that the composite influence of Social Commerce Constructs (SCCs) on online Purchase decisions is significant. Interestingly, our empirical findings support the view of recent scholars that behavior in the social commerce context is not followed by attitude but the cumulative relationship is significant and small. In parallel mediation, the mediation effect of affective attitude between SCCs and purchase intention is considerable. This finding indicates that to grab the attention of current and prospective customers in the era of digital marketing, marketers must focus on emotional content in online reviews.
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