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

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。

Influence of Informativeness and Normativeness of Mobile E-Commerce Q&A on Behavioral Intention of Consumers

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.