Abstract Although reports on the success of social commerce indicate an astronomical growth in the next decade, understanding the complexities of the antecedents of its continuous use by consumers is limited. This study attempts to bridge this gap by using a mature IS continuance model in the social commerce context. The study also significantly extends this continuance model by theorizing and testing non-linear effects. The IS continuance model argues that all the links among confirmation, perceived usefulness, satisfaction, and continuance in the model are positive and linear. However, there is a strong theoretical basis to suggest that some relationships in the model are complex and non-linear, especially the antecedents and consequences of satisfaction. Perceived usefulness is modeled as a second order construct of social, hedonic, and utility benefits to more richly account for contexts relevant to making continuous use decisions for social commerce. Data from 531 current social commerce users provide support to our assertions. The results revealed quadratic relationships between perceived usefulness and satisfaction and between satisfaction and continuance use intentions. Perceived usefulness has a positive relationship with satisfaction for females and experienced social commerce users but an inverse-U relationship for males and inexperienced users. Satisfaction in turn has a positive relationship with continuance use intentions for females but an inverse-U relationship for males.

中文翻译：

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说到满意度……这取决于：对社交商务用户的实证检验

摘要 尽管关于社交商务成功的报道表明未来十年将出现天文数字增长，但对其持续被消费者使用的前因的复杂性的理解是有限的。本研究试图通过在社交商务环境中使用成熟的 IS 持续模型来弥合这一差距。该研究还通过对非线性效应进行理论分析和测试，显着扩展了这种连续性模型。IS 持续性模型认为模型中确认、感知有用性、满意度和持续性之间的所有联系都是积极的和线性的。然而，有强有力的理论基础表明模型中的一些关系是复杂的和非线性的，尤其是满意度的前因和后果。感知有用性被建模为社会、享乐、和效用利益，以更丰富地说明与为社交商务做出持续使用决策相关的上下文。来自 531 个当前社交商务用户的数据为我们的断言提供了支持。结果揭示了感知有用性和满意度之间以及满意度和持续使用意图之间的二次关系。感知有用性与女性和经验丰富的社交商务用户的满意度呈正相关，但与男性和缺乏经验的用户呈负 U 关系。满意度反过来与女性的持续使用意图呈正相关，但与男性呈负 U 关系。结果揭示了感知有用性和满意度之间以及满意度和持续使用意图之间的二次关系。感知有用性与女性和经验丰富的社交商务用户的满意度呈正相关，但与男性和缺乏经验的用户呈负 U 关系。满意度反过来与女性的持续使用意图呈正相关，但与男性呈负 U 关系。结果揭示了感知有用性和满意度之间以及满意度和持续使用意图之间的二次关系。感知有用性与女性和经验丰富的社交商务用户的满意度呈正相关，但与男性和缺乏经验的用户呈负 U 关系。满意度反过来与女性的持续使用意图呈正相关，但与男性呈负 U 关系。