自我效能感、说服抵制对消费者社会化商务模式接受意愿的影响机理研究

摘要/Abstract

摘要：

本文从消费者心理预期和认知能力的视角出发，探讨自我效能感和说服抵制对消费者接受社会化商务模式行为意愿的影响和作用机理，建立了从感知价值到使用意愿的“认知-预期-意愿”概念模型，并通过问卷调查收集数据对概念模型进行了检验。研究结果显示：从社会化商务模式的价值感知到消费者接受意愿中，自我效能感和说服抵制起到了共同的中介作用，自我效能感的正向作用略大于说服抵制的负向抵消；感知价值和自我效能感都对说服抵制有较强的削弱作用，其中感知价值的各个维度的影响作用存在不同；消费者一般自我效能感对社会化商务感知价值和此模式下的自我效能感都有显著的正向促进作用。对消费者价值感知到最终意愿形成过程影响机理的剖析，有助于深化对消费者认知行为的理解，可以为社会化商务模式的改进与发展提供有益的参考。

关键词: 自我效能感, 说服抵制, 社会化商务, 消费者接受意愿, 消费者感知价值

Abstract:

From the perspective of consumers' psychological expectation and cognitive capability,we construct a concept model of cognition-expectation-intention from perceived value to acceptance intention to explore the influencing mechanism of self-efficacy and resistance to persuasion on promoting the acceptance intention to social commerce model.Then,the conceptual model and hypothesis are analyzed by structural equation through questionnaires.Empirical results show that perceived value to social commerce model could affect consumer's acceptance intention through the mediating roles of self-efficacy and resistance to persuasion in which the former's positive influence is slightly larger than the latter's negative influence.Perceived value and self-efficacy in the new model have a strong negative effect on the resistance to persuasion,but the three dimensions of perceived value play different roles.As a prepositive variable,general self-efficacy has a significant positive effect on the perceived value and self-efficacy in social commerce environment.The analysis of mechanism from consumer perceived value to the final acceptance intention is helpful to deepen the understanding of consumer's cognitive behavior,which can provide a useful reference for the improvement of the Social-Commerce.

Key words: self-efficacy, resistance to persuasion, social commerce, customer acceptance intention, customer perceived value

刘新民, 李芳, 王松. 自我效能感、说服抵制对消费者社会化商务模式接受意愿的影响机理研究[J]. , 2017, 29(6): 202-213.

Liu Xinmin, Li Fang, Wang Song. Research on the Mechanism of How Self-efficacy and Resistance to Persuasion Influence Customers'Acceptance of Social Commerce Model[J]. , 2017, 29(6): 202-213.

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