Zhao Jie, Zhu Chengxiang
School of Business, Anhui University, Hefei 230601, China.
Behav Sci (Basel). 2023 Jul 28;13(8):627. doi: 10.3390/bs13080627.
The advancement of mobile internet technology has enabled companies to leverage social media for e-commerce, where some use personified images and language to communicate with consumers. This paper investigates how personified communication affects consumer behavior in social commerce and whether consumers are willing to accept this new form of communication. Specifically, the study explores consumers' willingness to accept personified communication in social commerce, considering the role of cognitive needs in regulating the internal mechanism. The paper proposes suggestions for enterprises to improve their social media communication and presents an improved model based on the Technology Acceptance Model (TAM). The model introduces perceived interaction as a new independent variable and adds cognitive needs as a regulatory variable, which is more suitable for social commerce. The study conducts a questionnaire survey online and analyzes the data using AMOS and SPSS. The results demonstrate that perceived usefulness and perceived interaction positively impact consumers' attitudes, which subsequently influences their willingness to purchase. Furthermore, cognitive needs as a regulatory variable significantly affect the path from perceived usefulness to attitude and purchase intention.
移动互联网技术的进步使企业能够利用社交媒体开展电子商务，其中一些企业使用拟人化的形象和语言与消费者进行沟通。本文研究了拟人化沟通如何影响社交商务中的消费者行为，以及消费者是否愿意接受这种新的沟通形式。具体而言，该研究探讨了消费者在社交商务中接受拟人化沟通的意愿，考虑了认知需求在调节内部机制中的作用。本文为企业改进其社交媒体沟通提出了建议，并提出了一个基于技术接受模型（TAM）的改进模型。该模型引入感知互动作为一个新的自变量，并添加认知需求作为调节变量，这更适用于社交商务。该研究进行了在线问卷调查，并使用AMOS和SPSS分析数据。结果表明，感知有用性和感知互动对消费者态度有积极影响，进而影响他们的购买意愿。此外，认知需求作为调节变量显著影响从感知有用性到态度和购买意愿的路径。
