CAJ | 학술논문

社会化电子商务环境下，消费者在社会网络中通过互动产生和传递网络口碑，如何促进消费者发布更具参考价值的网络口碑从而激发购买意愿是关注的焦点。本文通过引入社会资本理论，构建社会资本视角下的网络口碑与购买意愿的关系模型，并以蘑菇街和美丽说用户为调查对象，通过调查收集数据进行实证分析。结果表明，社会化电子商务中的虚拟社会资本对网络口碑的数量和质量都存在着影响；网络口碑的质量和数量影响购买意愿，而社会资本通过网络口碑的中介作用影响着购买意愿。基于研究发现与结论，对如何运营社会化电子商务平台提供了针对性的实践启示。
사회화전자상무배경하，소비자재사회망락중통과호동산생화전체망락구비，여하촉진소비자발포경구삼고개치적망락구비종이격발구매의원시관주적초점。본문통과인입사회자본이론，구건사회자본시각하적망락구비여구매의원적관계모형，병이마고가화미려설용호위조사대상，통과조사수집수거진행실증분석。결과표명，사회화전자상무중적허의사회자본대망락구비적수량화질량도존재착영향；망락구비적질량화수량영향구매의원，이사회자본통과망락구비적중개작용영향착구매의원。기우연구발현여결론，대여하운영사회화전자상무평태제공료침대성적실천계시。
In 2011, Pinterest was born as a new social networking site of photo-sharing mode. It grows rapidly and becomes second only to Facebook and YouTube in page views. Then a large number of social networking ＋ photo-sharing shopping platforms emerged in China, and mogujie.com and meilishuo.com are the representa- tives. This type of platforms is presented in the form of social media, with social interaction, user-generated content and other means to assist in the purchase and sale of goods.The new electronic commerce model which integrates collective intelligence from customers to achieve marketing effect is called social commerce. In social commerce environment, consumers in social network produce electronic word of mouth （e-WOM） through social interaction. Mogujie and meilishuo are the user-generated content WOM websites. How to prompt consumers to spread more useful e-WOMs to stimulate purchase intention becomes the focus of attention.By introducing social capital theory, this article builds a relation model between e-WOM and purchase intention and proposes 14 hypotheses. The survey takes users of mogujie and meilishuo as respondents, and 330 valid questionnaires are collected. Then an empirical analysis is carried out by using SPSS20.0 and AMOS20.0, including reliability and validity testing, factor analysis, correlation analysis, regression analysis and structural equation modeling. Targeted practical advices are put forward about how to operate social commerce platform. The main contribution of this paper includes：（1） Discussion about how social capital embedded in social network influences consumers＇ willingness to purchase goods through e-WOMs. Empirical results show that social interaction ties, trust, norm of reciprocity and shared vision have the greatest impact on quantity of e-WOM, and social interaction ties, trust, norm of reciprocity and identification have the most significant impact on quality of e-WOM.（2） Systematic analysis of influencing factors on e-WOM from social capital theory perspective rather than isolated analysis of every factor. The related factors on e-WOM are integrated in three dimensions of social capital including the relational dimension, cognitive dimension and structural dimension. The results show that the relational dimension has greatest impact on e-WOM, the structural dimension affects e-WOM significantly, and the shared language in cognitive dimension doesn＇t affect e-WOM significantly.