探討社交因素和幸福度對社交商務意圖的影響

Abstract

隨著電子商務飛速地發展，各種模式也應運而生。其中由於社交媒體，如WeChat、Weibo、Facebook等地廣泛滲入，社交商務平台作為一種重要的電子商務形式也正逐漸受到企業的重視。在以往的文獻中發現社交因素（社交支持和關係品質）對社交商務中的購買意圖有著顯著的正向作用。與此同時，社交因素中滿意度和情感也是幸福度的主要成份。並且隨著行銷和管理領域的不斷延伸，幸福度作為一種態度，也被證實對意圖有著重要影響。所以本文研究了在WeChat社交商務平台中社交因素（社交支持和關係品質）、幸福度和社交商務意圖之間的關係，並且建構出一個更完整的架構。 研究結果發現社交因素和幸福度都會正向影響社交商務意圖，其中幸福度完全中介關係品質對社交商務意圖的影響，並且幸福度和關係品質會部分中介於社交支持對社交商務意圖的影響。本研究結果驗證了模型的適宜性，解釋了社交商務中幸福度的重要性，以及在未來商業中可以為企業家提供更好的社交商務策略。

More and more modes of E-commerce are emerging due to the fast-growing speed. Specifically, with the combination of the social media, like WeChat, Weibo and Facebook etc., social commerce platform has been gradually receiving more attention by the enterprises. In the past literature, we found that social factors such as social support and relationship quality significantly have positive impact on social commerce intention. Meanwhile, satisfaction and emotion included in the social factors both are the essential components of happiness. And as the fields of marketing and management spread, happiness which is an attitude is found to have significant importance on intention. Therefore, we examined the relationships between social factors (social support and relationship quality), happiness and social commerce intention on WeChat social commerce platform, and we proposed a more complete model. Our findings reveal that social factors and happiness will positively affect social commerce intention. Besides that, happiness will completely mediate the effect of relationship quality on social commerce intention, and effects of social support on social commerce intention is partially multiple mediated by relationship quality and happiness. The results not only confirm the fitness and robustness of our model, but also explain the importance of happiness and will provide better social commerce strategies for the entrepreneurs in the future business.