以信源可信度为中介的网站同质性对消费者行为意愿的影响研究——以小红书为例

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Ziwei Zhao
Shanshan Wang

摘要

          本文以小红书用户群体为样本,基于Brown等学者 (2007) 提出的在线社交网络框架(OSN) 理论对社交电商平台中网站同质性对消费者行为意愿的影响进行研究。提出在线社交电商中消费者与网站同质性对消费者行为意愿产生影响,且信源可信度在其中起到中介作用。本文通过问卷星发放问卷的方式进行数据采集,回收有效样本688份,并运用SPSS23.0软件及SPSSAU在线分析工具进行实证分析。分析包括数据信度效度检验、相关性分析以及回归分析。验证了消费者网站同质性对消费者行为意愿产生直接影响,且信源可信度在其中起到部分中介作用。

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