Chất lượng tình bạn có quan trọng trong thương mại xã hội không? Một nghiên cứu thực nghiệm về ảnh hưởng của nó đến ý định mua sắm

Electronic Commerce Research - Tập 18 - Trang 693-717 - 2018
Qi Li1, Ni Liang1, Eldon Y. Li2,3
1Xi'an Jiaotong University, Xi'an, China
2National Chengchi University, Taipei, Taiwan
3Asia University, Taichung, Taiwan

Tóm tắt

Tình bạn đóng vai trò quan trọng trong thương mại xã hội trong xã hội hiện đại. Nghiên cứu này nhằm lý thuyết hóa và kiểm tra cách chất lượng tình bạn tác động đến ý định mua sắm. Rủi ro liên quan đến sản phẩm được giới thiệu nhằm làm rõ những ảnh hưởng điều tiết của nó đối với ý định mua sắm từ ba nhóm người bán khác nhau. Thông qua các bằng chứng thực nghiệm, chúng tôi xác nhận rằng chất lượng tình bạn có tác động tích cực đến ý định mua sắm. Cụ thể, những người bạn có chất lượng tình bạn cao (tức là những người bạn tốt) thúc đẩy việc bán các sản phẩm có giá cao và rủi ro lớn hơn. Tuy nhiên, những người bạn có chất lượng tình bạn thấp (tức là những người bạn bình thường) không hấp dẫn bằng những người lạ có đánh giá người dùng tốt (tức là những người lạ có uy tín). Nói cách khác, mọi người có xu hướng mua hàng từ những người lạ có uy tín hơn là từ những người bạn bình thường. Về lý thuyết, những kết quả này góp phần vào việc hiểu biết tốt hơn về ảnh hưởng của chất lượng tình bạn đối với ý định mua sắm. Cuối cùng, nghiên cứu này cung cấp một số gợi ý thực tiễn cho việc phát triển các doanh nghiệp thành công trong thương mại xã hội.

Từ khóa

#thương mại xã hội #chất lượng tình bạn #ý định mua sắm #rủi ro sản phẩm #đánh giá người dùng

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