Research on the Mechanism of How Self-efficacy and Resistance to Persuasion Influence Customers'Acceptance of Social Commerce Model

Abstract

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

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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