摘要
随着社交网络与电子商务的深度融合，社交电子商务作为一种新兴商业模式迅速崛起，其用户接受度和购买意愿成为学术界和业界关注的核心议题。本研究旨在探讨影响消费者对社交电子商务接受度的关键因素及其对购买意愿的作用机制。基于技术接受模型（TAM）和计划行为理论（TPB），本研究引入感知信任、社交互动和信息质量作为扩展变量，构建了一个综合理论框架。通过问卷调查收集数据，并运用结构方程模型（SEM）进行实证分析。结果显示，感知有用性、感知易用性和感知信任显著正向影响消费者对社交电子商务的接受度，而社交互动和信息质量在这一过程中发挥了重要的中介作用。此外，主观规范和感知行为控制也对购买意愿产生了显著的正向影响。本研究的主要贡献在于将社交属性与传统技术接受模型相结合，揭示了社交互动在社交电子商务中的独特价值，为平台设计和运营提供了理论支持。同时，研究结果为企业制定营销策略提供了实践指导，强调提升用户体验和增强社交互动的重要性，从而促进消费者购买意愿的转化。
关键词：社交电子商务；消费者接受度；购买意愿；社交互动；感知信任
Abstract
With the deep integration of social networks and e-commerce, social e-commerce has rapidly emerged as a new business model, and its user acceptance and purchase intention have become core issues of concern for both academia and industry. This study aims to investigate the critical factors influencing consumers' acceptance of social e-commerce and the underlying mechanisms affecting their purchase intention. Based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), this research introduces perceived trust, social interaction, and information quality as extended variables to construct an integrated theoretical fr amework. Data were collected through a questionnaire survey and analyzed using Structural Equation Modeling (SEM). The results indicate that perceived usefulness, perceived ease of use, and perceived trust significantly and positively influence consumers' acceptance of social e-commerce, while social interaction and information quality play important mediating roles in this process. Moreover, subjective norms and perceived behavioral control also exert significant positive effects on purchase intention. The primary contribution of this study lies in integrating social attributes with the traditional technology acceptance model, revealing the unique value of social interaction in social e-commerce, and providing theoretical support for platform design and operation. Additionally, the findings offer practical guidance for businesses in developing marketing strategies, emphasizing the importance of enhancing user experience and strengthening social interaction to facilitate the conversion of consumer purchase intention.
Keywords：Social E-commerce; Consumer Acceptance; Purchase Intention; Social Interaction; Perceived Trust
目 录
摘要 I
Abstract II
一、绪论 1
(一) 社交电子商务研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 2
二、消费者接受度影响因素分析 2
(一) 社交互动对接受度的影响 2
(二) 信任机制的作用研究 3
(三) 用户体验与接受度关系 3
三、购买意愿驱动因素探讨 4
(一) 社交推荐对购买意愿的影响 4
(二) 价格感知与购买决策分析 4
(三) 品牌效应在社交电商中的作用 5
四、接受度与购买意愿的实证研究 5
(一) 研究模型构建与假设提出 5
(二) 数据收集与样本特征分析 6
(三) 实证结果与讨论 7
结 论 8
参考文献 9
