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Beyond Browsing: Motivations for Experiential Browsing and Goal-Directed Shopping Intentions on Social Commerce Websites
Journal of Internet Commerce Pub Date : 2020-04-02 , DOI: 10.1080/15332861.2020.1747219
Hsiu-Chia Ko

Abstract This study investigated motivations and potential influence paths driving experiential browsing and goal-directed shopping intentions coexisting on social commerce (s-commerce) websites based on the model of goal-directed behavior (MGB). Surveys and research model tests were conducted using SmartPLS. Results revealed that users have more substantial social and hedonic motivations and social desire than utilitarian motivation for using s-commerce websites, which can lead to a higher experiential browsing intention. However, goal-directed shopping intentions of users can only be boosted using utilitarian motivation through the mediation of attitude toward s-commerce or commercial desire. Moreover, the results revealed the critical role of user attitude toward s-commerce compared with that of user desires in both experiential browsing and goal-directed shopping intentions. This study is the first in which the MGB was extended to explore the influence paths driving experiential browsing and goal-directed shopping intentions in the s-commerce context by simultaneously considering the mediating roles of desire and attitude. The empirical results of this study can be utilized by companies and s-commerce websites to develop effective strategies for strengthening user motivation to use s-commerce websites, which can enhance their shopping and browsing intentions.

中文翻译:

超越浏览:社交商务网站上的体验式浏览动机和基于目标的购物意图

摘要这项研究基于目标导向行为(MGB)模型,研究了在社会商业(s-commerce)网站上共存体验式浏览和目标导向的购物意图的动机和潜在影响路径。使用SmartPLS进行调查和研究模型测试。结果显示,与使用s-commerce网站的功利动机相比,用户具有更大的社交和享乐动机和社交欲望,这可能导致更高的体验性浏览意图。但是,只有通过对电子商务或商业需求的态度进行调解,才能通过功利动机来提高用户的目标购物意图。此外,结果表明,在体验式浏览和目标导向的购物意向中,用户态度对电子商务的重要性与用户愿望相比至关重要。这项研究是MGB首次扩展,同时考虑欲望和态度的中介作用,探索了在电子商务环境中驱动体验式浏览和目标导向的购物意图的影响路径。公司和s-commerce网站可以利用这项研究的经验结果来开发有效的策略,以增强用户使用s-commerce网站的动机,从而可以增强他们的购物和浏览意图。这项研究是MGB首次扩展,同时考虑欲望和态度的中介作用,探索了在电子商务环境中驱动体验式浏览和目标导向的购物意图的影响路径。公司和s-commerce网站可以利用这项研究的经验结果来开发有效的策略,以增强用户使用s-commerce网站的动机,从而可以增强他们的购物和浏览意图。这项研究是MGB首次扩展,同时考虑欲望和态度的中介作用,探索了在电子商务环境中驱动体验式浏览和目标导向的购物意图的影响路径。公司和s-commerce网站可以利用这项研究的经验结果来开发有效的策略,以增强用户使用s-commerce网站的动机,从而可以增强他们的购物和浏览意图。
更新日期:2020-04-02
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