ABSTRACT

Social commerce provides an innovative approach for business activities in e-commerce. The aim of this study is to explore the mechanism regarding repurchase intention in social commerce by developing a research model from perspectives of swift guanxi, alternative attraction, perceived value, and customer satisfaction. Customers who have social commerce experience were investigated through an online survey. A total of 331 valid data were collected and then analyzed by PLS-SEM to test the proposed model. The results indicate the inner relationships among both positive and negative factors affecting repurchase intention, which provide insights into the mechanism underlying customers repurchase intention from a comprehensive perspective. All of them can extend existing literature regarding how the repurchase intention can be influenced in social commerce.

摘要

社交商务为电子商务中的商业活动提供了一种创新的方法。本研究的目的是探索相关机制从快捷关系、另类吸引力、感知价值和客户满意度等角度建立研究模型，构建社交商务中的再购买意愿。通过在线调查对具有社交商务经验的客户进行了调查。共收集了 331 个有效数据，然后通过 PLS-SEM 进行分析，以测试所提出的模型。研究结果揭示了影响复购意愿的正负因素之间的内在关系，为全面了解客户复购意愿的机制提供了依据。所有这些都可以扩展现有的关于如何在社交商务中影响回购意图的文献。