二手电商社区对买卖双方交易意愿影响差异研究——社会临场感视角万岩

doi:10.19722/j.cnki.1008-7729.2021.0167

北京邮电大学学报(社会科学版) ›› 2021, Vol. 23 ›› Issue (6): 45-54.doi: 10.19722/j.cnki.1008-7729.2021.0167

二手电商社区对买卖双方交易意愿影响差异研究——社会临场感视角万岩

万岩(1966—)，女，上海人，教授，博士生导师

北京邮电大学经济管理学院，北京100876

收稿日期:2021-08-23 出版日期:2021-12-31 发布日期:2022-01-07
作者简介:万岩(1966—)，女，上海人，教授，博士生导师
基金资助:
教育部人文社会科学基金项目（19YJA630020）；国家自然科学基金项目(71874018 )

Differences Between Transaction Intention of Buyers and Sellers Influenced by Virtual Community of Second-hand E-commerce Platform: Social Presence Perspective

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Received:2021-08-23 Online:2021-12-31 Published:2022-01-07

摘要/Abstract

摘要： 从社会临场感视角出发，构建了二手电商平台虚拟社区用户体验通过社会临场感对买卖双方交易意愿的影响机制，重点研究了该机制对买卖双方的作用差异。收集到的买卖双方有效样本分别为512份和467份，通过偏最小二乘结构方程模型方法，得出结果表明：二手电商平台虚拟社区的用户体验中，信息体验和社交体验通过社会临场感影响用户信任，进而影响交易意愿；社交体验对买卖双方社会临场感的影响存在差异，买卖双方的信任对交易意愿的影响存在差异；二手电商平台中用户对交易平台的信任对其交易意愿起主要影响作用，相比之下，用户对交易对象的信任所起的作用很小。

关键词: , 二手电商；虚拟社区；社会临场感；交易意愿；买卖双方

Abstract: From the perspective of social presence, a mediated model is constructed to investigate the influence of user experience in virtual community of second-hand e-commerce platform on transaction intention of buyers and sellers through social presence, and the differences of this mechanism on buyers and sellers are emphasized. A total of 512 and 467 valid samples were collected separately from buyers and sellers and a partial least squares structural equation modeling (PLS-SEM) is used. The results show that in the user experience of the virtual community of second-hand e-commerce platform, information experience and social experience affect user trust through social presence, and then affect transaction intention. The effect of social experience on social presence of buyers and sellers is different, and the effect of trust on transaction intention is also different. In the second-hand e-commerce platform, users’ trust in the platform plays a major role in their transaction intention, while the trust in the transaction object has a little effect. This study enriches research theories of second-hand e-commerce, and is valuable in guiding the further development of second-hand e-commerce.

Key words: second-hand e-commerce, virtual community, social presence, transaction intention, buyers and sellers

中图分类号:

F713

万岩, 宁天歌, 刘玉茹, 高锦萍. 二手电商社区对买卖双方交易意愿影响差异研究——社会临场感视角万岩[J]. 北京邮电大学学报(社会科学版), 2021, 23(6): 45-54.

WAN Yan, NING Tiange, LIU Yuru, GAO Jinping. Differences Between Transaction Intention of Buyers and Sellers Influenced by Virtual Community of Second-hand E-commerce Platform: Social Presence Perspective[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2021, 23(6): 45-54.

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二手电商社区对买卖双方交易意愿影响差异研究——社会临场感视角万岩

Differences Between Transaction Intention of Buyers and Sellers Influenced by Virtual Community of Second-hand E-commerce Platform: Social Presence Perspective

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