文獻信息：文獻標題：CanSocialNetworkingSitesBeE-commercePlatforms?（社交網(wǎng)站能成為電子商務(wù)平臺嗎？）文獻作者：MinChungHan，YoujeongKim文獻出處：《Pan-PacificJournalofBusinessResearch》,2016,7(1):24-39字數(shù)統(tǒng)計：英文3765單詞，20114字符；中文6499漢字外文文獻：CanSocialNetworkingSitesBeE-commercePlatforms?AbstractSocialmediaisnotjustanonlinecommunitywherepeoplemeet,communicate,andshareinformationvirtually.Thenumberofbusinessesusingsocialmediatopromoteproducts,andthenumberofsocialmediaseekingwaystoincreaserevenues,havebothgrownrapidlyinrecentyears.Consequently,therehasbeenincreasedinterestinsocialmediacommerce–systemswherebysocialmediauserscouldpurchaseproductsbyclickingthe“Buy”buttononFacebookwithoutleavingthesite,justastheycannowonAore-Bay.Thisstudyexamineswhethersocialmediacangrowasane-commerceplatformbyansweringthefollowingquestions:1)Howlikelyaresocialmediauserstopurchaseproductsonsocialmedia?2)Whattypesofproductsorsocialfactorsonthesocialmediawouldsuccessfullyfacilitatesocialmediacommerce?Theresultindicatesthatpresenceofafriend’spurchasehistorywithaproductdidnotgenerateahigherlevelofpurchaseintention,norsocialmediaacceptance.Also,thisstudyfoundthatdigitalproductsinducedhigherlevelsofbothpurchaseintentionandsocialmediaacceptancethannon-digitalproducts.Findingsarediscussed,alongwithmanagerialimplicationsandlimitationsinthestudy.Keyword:SocialMediaCommerce,SocialMediaCommerceAcceptance,PurchaseIntention,Producttype1.IntroductionAssocialmediapenetrateseveryone’slifesodeeply–64%ofallAmericanadultsusesocialmedia,andthenumberincreasesto90%amongyoungadultsbetween18and29(Perrin,2015),marketingpractitionershavebegunusingsocialmediatoconnectwithandattractpotentialcustomerswhoareonsocialmediasites.Infact,asof2015,74%ofFortune500companieshadaFacebookpresence,and78%ofthemusedTwittertoengagewiththeircustomers.Only9oftheFortune500companiesusednosocialmediaplatforms(Barnes&Lescault,2015).Socialmedia,bydefinition,comprisesanonlineenvironmentthatallowspeopletoshareinformation(e.g.,text,images,audioandvideo)witheachother(Lin&Liu,2011).Thisinterpersonalinteractionofsocialmediaallowsmarketerstobuildfirmcustomerrelationships(Grewal&Levy,2016)bygettingreal-timefeedbackfromconsumers,andfacilitatingcommunicationbetweenmarketersandcustomers.Inaddition,socialmediaisacost-effectivewaytopromoteabrand,communicatewithcustomersandultimatelygeneraterevenue.Withoutspendingalotofmoney,companiescancreatea“presence”onsocialmedia,wheretheycanprovideinformationaboutthecompanyanditsproducts,implementmarketingcampaigns,andreceivefeedbackfromcustomers(Baker,2014;Kern,2010).Therehasdevelopedconsiderableinterestandeffortamongcompaniestoemploysocialmedianotonlytopromotetheproductsandleadconsumerstovisittheiron/offlinestores,butalsotopersuadeconsumerstoactuallypurchasetheirproductsonsocialmediasites.Thatis,consumersareabletofinalizetheirpurchasetransactionsonthesite,astheydoonAoreB.Theconceptofusingsocialmediaforonlineshopping–socialmediacommerce–soundsrelativelynew,butsomemajorsocialmediasiteshavealreadyattempted,collaboratingwithseveralcommercialfirms(Alba,2015;Constine,2015).Forexample,Facebookhasa“Buy”buttonincollaborationwithecommercesoftwarecompanyShopify.Pinterest’s“BuyPin”foruserstobuyproductswithoutleavingthePinterestplatform,hasbeeninplacesinceJune2015.Small-andmedium-sizedcompanieshavealsolookedtosocialmediacommercetogainanadditionaldistributionchannelandincreasesales.Forinstance,PolkadotAlley,thewomen’sapparelcompanybasedinTexas,hassoldindividualclothingitemsonthecompany’sFacebookpage.Thecompanypostsallitemswithpriceandproductinformationindividuallyonthepage;then,customersreplyundertheposttoordertheitems.PolkadotAlleyhasincreaseditssalesfromUS$400,000toUS$1.5millioninayear,thankstoFacebooke-commerce(Emerson,2013).Wefoundquiteanumberofstudiesinthisareaofsocialmediathathavefocusedontheeffectofsocialmediaoncompanyoutcomes,suchase-booksales,hotelbookingsandmovieboxofficeticketsales(Amblee&Bui,2011;Duan,Gu&Whinston,2008;Ye,Law,Gu&Chen,2011).However,studiesthathaveinvestigatedconsumers’actualintentionstousesocialmediaasane-commerceplatformarescarce.Consideringthatcreatingfavorableuserreactionsisacriticalfactorforsuccesswithnewtechnologies(Venkatesh,1999),wethinkitisimportanttounderstandthepotentialuseofsocialmediaasane-commerceplatformfromtheusers’perspective.Thus,thisstudyattemptstoinvestigatewhethersocialmediacangrowasane-commerceplatformbyansweringthefollowingquestions:1)Howlikelyaresocialmediauserstopurchaseproductsonsocialmedia?2)Whattypesofproductsorsocialfactorsinsocialmediawouldfacilitatethesocialmediacommerce?Thefirstsectionofthispaperdiscussesthedefinitionofsocialmediacommerce,whichisakeytermofthisstudy,andreviewstherelevantliteratureonsocialmedia-initiatede-commerce.Thefollowingsectionproposeshypothesesandresearchmethodologies.Thenextsectiondiscussestheresearchfindings.Thefinalsectiondiscussesthisstudy’scontributions,limitationsandfutureresearch,andpracticalimplications.2.LiteratureReview2.1.SocialcommerceandsocialmediacommerceSocialcommercegenerallyreferstosocialmedia-initiated,or-mediatedonlinecommerce.Duetotherelativenewnessoftheterm,socialcommercehasbeendifferentlydefinedandvariouslyusedbyresearchers.Forinstance,StephenandToubia(2010)usedthetermsocialcommerceforasocialnetworkofindividualsellersonly,notofcompanies,whileotherresearchers(Dennisonetal.,2011;Liang&Turban,2011)usedthetermwhentraditionale-commercesiteslikeAmazonimplementedsocialmediafeatures(e.g.,wordofmouth,networking)ontheirsites.Althoughthedefinitionorusageofthetermsocialcommercecanvary,dependingonitscontextsorresearchers,thepracticethatunderliestheconceptofsocialcommerceistheuseofsocialmedia-initiatedor-mediatede-commerceforfacilitatingonlinepurchasingofproductsorservices(Curty&Zhang,2011;Kim&Park,2013).Thetermsocialmediacommerceisapartofsocialcommerce.Itisreferredtoase-commerceconductedonsocialmediasites,whichallowsuserstopurchaseproductsorservicesonasocialmediasite,withoutthevisitorleavingthesite.IninvestigatingtheeffectsofFacebook’ssocialnetworkfeatures,Suraworachet,PremsiriandCooharojananone(2012)usedtheterm‘F-commerce(Facebookcommerce)’or‘socialmediacommerce’torefertoane-commerceactivity,whichallowsuserstobuygoodsonFacebookorothersocialmedia.Thisconceptissimilartosocialcommerce,butdifferentinthatitincludesallsocialmedia-initiatede-commerce.2.2.Attributesofsocial(media)commerceAsdiscussedearlier,socialmediahasmuchpotentialtogrowasapowerfulmarketplaceformarketersduetothetwomostattractivequalitiesofsocialmedia:interactivityandconnectivity.2.2.1.InteractivityInteractivityreferstothetwo-waycommunicationbetweentwoparties,suchasbetweenpersonandperson,betweenconsumersandcompanies,andevenbetweenusersandcomputers(Goldfarb&Tucker2011;Hoffman&Novak,1996).Interactivityisconsideredoneofthemostimportantcomponentsofbuildingarelationship(Jo&Kim,2003;Kelleher,2009),becauseitinfluenceseachpartythroughthecommunicationmedium(Liu&Shrum,2002).Socialmediaprovidescyberspace,whereusersengageinvariousformsofinteraction.Onsocialmedia,consumerscancommunicatewithotherconsumers,and/orcompanies,bysharingphotos/videos,leavingcomments,andwritingreviews,allofwhichhavebeenfoundtoinfluenceacompany’sperformance,e.g.,e-booksales(Amblee&Bui,2011).Thisinteractivityhasbeenfoundtopositivelyinfluencecustomers’attitudesandpurchasebehaviorstowardsthecompaniesandproducts(Han,2014;Liang&Turban,2011;Kim&Park,2013).Forinstance,OlbrichandHolsing(2011)foundthatcompaniesgeneratemoreprofitfromthemembersofsocialshoppingcommunities'shoppingtripsthanfromnon-members.Thisindicatesthatsocialinteractionisacriticalelementinfacilitatingpurchasingtransactions.Inaddition,ahigherlevelofinteractivitywasalsofoundtogeneratemoreresponses,suchaslikesandcomments,fromfansofthecompanyonsocialmedia(DeVries,Gensler&Leeflang,2012).2.2.2.ConnectivityAnotheressentialfeatureofsocialmediaistheabilitytoconnectpeopletoeachother(Chouetal.,2009;Pookulangara&Koesler,2011).Connectivityplaysamajorroleinhowpeopleacceptandusesocialmedia.Boyd(2006),alongwithFortienandDholakia(2005)foundthatthemainreasonforadoptingandusingFacebookwaspeople’sdesiretokeepintouchwithothers.Interestingly,mostsocialmediauserscommunicatewiththeirexistingsocialconnections,suchaskeepingintouchwithfriendsandpeerswholivebothnearandfar(Ellisonetal.,2007;Fortin&Dholakia,2005),ratherthanestablishingnewconnections.Inaddition,thetendencyofuserstocommunicatewithpeopletheyalreadyknowmakesusersperceivesocialmediacommerceasmorereliablethanregulare-commerce(Wen,Tan&Chang,2009).2.3.TheoreticalFramework:SocialimpacttheoryCansocialmediabeamoreeffectivemarketplacetoinfluenceconsumers’attitudesandbehaviorsthananyothermedia?Ananswercanbefoundinsocialimpacttheory(Latané,1981),whichdescribesthelevelofsocialimpactisaffectedbystrength,immediacy,andnumberofsocialconnections.Accordingtosocialimpacttheory,thelargerthenumberofpeople,theclosertothetargetindividual,andthestrongertherelationshipwiththetargetindividual,thegreatertheimpactwouldbeonthetargetindividual’sattitudechange(Latané,1981;Nowak,Szamrej&Latané,1990).Thestrongtiebetweensocialmediausersandtheirfriendswasfoundtobeanimportantinfluenceonusers’purchaseintentionstowardsproductsandtheirintentiontovisitthesite(Kwahk&Ge,2012;Ng,2013).3.ResearchModelandHypothesesFacebookisoneofmajorsocialmedia,withapproximately1.06billionmonthlyactiveusers(Dyson,Vickers,Turtle,Cowan,&Tassone,2015).Facebookisanexemplarofsocialmedia;thus,thepresentstudyfocusesonFacebookusers’acceptanceofusingFacebooktopurchaseproducts.Wealsoattempttoinvestigatetheexternalfactors(i.e.,producttypeorsocialfactors,suchasafriend’spurchasehistory)toinfluenceFacebookusers’intentionstouseFacebooktobuyproducts.3.1.Socialfactor:Friend’spurchasehistorySocialimpacttheoryexplainsthatindividuals’attitudesareinfluencedbyothers,especiallythoseclosetothem.Forexample,friendswerefoundmoreinfluentialinindividuals’decision-makingthanstrangersoracquaintancesinanofflinecontext(Brown&Reingen,1987).Thiswasalsofoundtobetrueinanonlineenvironment.FacebookusersweremoreinfluencedbymessagesabouttheproductsentbyFacebookfriendsthanmessagessentbystrangersorproductmanufacturers(Kim&Srivastava,2007;Schulze,Sch?ler,&Skiera,2014).Similarly,onlineuserstendtoperceivetheinformationsentfromotherusersonsocialmediaasbeingmoreimportantthantheinformationsentfromcompanies(Mir&Zaheer,2012).Thesefindingsindicatethatthereisahierarchyoftrustinmessagesenders;friends,orpersonalconnectionsonsocialmediaareperceivedtobemoretrustworthythancompanies(Harris&Denis,2011).Italsoexplainswhyconsumerswaitforotherusers’opinionsaboutagivenproductbeforepurchasingit(Kim&Srivastava,2007).Overall,theopinionsormessagesfromfriendsorsomeothertrustedpersononsocialmediafacilitateconsumers’purchasing-decisionprocess(Grewal&Levy,2016;Harris&Denis,2011).Basedonthepreviousresearch,itisplausibletoassumethatwhenafriend’spurchasehistoryisshared(e.g.,“Yourfriend,John,purchasedthisproduct”),theuserwouldgenerateahigherlevelofpurchaseintentiontowardtheproduct,andwouldbemorelikelytouseFacebooktopurchasethings.Hence,thisstudyproposesthefollowinghypotheses:H1:Thepresenceofafriend’spurchasehistoryoftheproductonFacebookwillresultinahigherlevelofFacebookusers’purchaseintentiontowardtheproductonFacebookandtheirintentiontoacceptFacebookasane-commerceplatform,comparedtonopresenceoffriends’purchasehistoryonFacebook.3.2.TypeofproductsE-commerceactivityisverysensitivetoproducttypes.Asignificantnumberofe-commercestudieshaveexaminedandfoundthatcertaintypesofproducts(e.g.,luxurious/cheapitems,ordigital/non-digitalproducts)weremoresuccessfulinthee-marketplace(Rohm&Swaminathan,2004;Vijayasarathy,2002).Forexample,RohmandSwaminathan(2004)foundthatconvenience-seekingonlineshoppersweremotivatedbyimmediatepossessionofproducts;therefore,digitalproducts,suchasmusicCDsandcomputersoftware,generatedmoredemandthannon-digitalproducts.Ingeneral,consumersaremoreinclinedtouseInternetshoppingforintangibleproducts(e.g.,computersoftware,music)thantangibleproducts(clothes,toys)(Phau&Poon,2000;Vijayasarathy,2003).Moststudieshavefocusedonregularonlineshoppingwebsites,notsocialmedia;thus,consideringthatsocialmediacommercealsoinvolvese-commerceactivities,westatethefollowing:H2:Incomparisontoanon-digitalproduct,adigitalproductwillresultinhigherlevelsofFacebookusers’purchaseintentionsandtheirintentiontoacceptFacebookasane-commerceplatform.3.3.Interactioneffectbetweenfriend’spurchasehistoryandproducttypeAswediscussed,socialmediaprovidescyberspace,wherepeoplecommunicateandshareinformation.Itenablesusersnotonlytomaintaintheirexistingnetwork,buttoestablishnewrelationships.Onsocialmedia,userseasilyinfluenceandareinfluencedbyotherusers,accordingtosocialimpacttheory.Althoughmoststudieshavefoundthatdigitalproductswerepreferabletonon-digitalproductsinregulare-commercewebsites(whicharedesignedforfacilitatingpurchasingtransactions),thesocialfactor,suchasafriend’spurchasehistoryoftheproduct,wouldplayaroleininfluencingtheusers’intentiontobuytheproductonFacebookortouseFacebookforafuturepurchase.Kooti,etal.(2016)arguedthatindividualstendtopurchasethesameproductsthatarepurchasedbytheirfriends.Inthatcase,althoughtheproductsarenon-digital(e.g.,jeans),iftheyarepurchasedbytheirsocialcontacts,thatknowledgewouldinfluencetheuser’spurchaseintention.Ininvestigatingtheeffectofsocialfactorsindifferentproductcontexts,Choi,Lee,andKim(2011)foundthattheimpactofsocialpresenceontheintentiontoreuseaproductwasgreateronhedonicproductsthanutilitarianproducts.Itshowsthepossiblepresenceofaninteractioneffectbetweenthepresenceofsocialfactor(i.e.,afriend’spurchasehistory)andtheproducttype,leadingtothefollowinghypothesis:H3:Therewouldbeaninteractioneffectbetweenthepresenceofafriend’spurchasehistoryandproducttype.4.Methods4.1.SampleandprocedureA2(Socialfactor:thepresenceofafriend’spurchasehistoryvs.nopresenceofhistory)ⅹ2(Producttype:Digitalvs.Non-DigitalProduct)between-subjectsexperimentwasconductedtoexaminetheeffectsofpresenceofafriend’purchasehistoryandproducttypeontheuser’sintentiontobuytheproductsonFacebook(i.e.,purchaseintention)andtouseFacebookforfuturetransactions(i.e.,socialcommerceacceptance).WecreatedfourdifferentversionsofaFacebookmock-uppagethatshowedaproduct(eitherdigitalornon-digital).Themock-upFacebookpostaboutaproductdoesnotincludeanyspecificcompanynameormovietitleinformation,toruleoutthebrandeffectofanexistingfamousbrandorwell-knownmovietitle.ThesubjectswereaskedtoimaginethatFacebookhaslaunchedanewfunctionforonlinepurchases.Themock-upFacebookpageisbasedontherealFacebooksiteskinimagewithahighlightednewfunction:a“buy”button,atthebottomoftheproductphoto.Thesubjectswereshownanannouncementofferingapairofjeansorastreamingmovieservice.Werecruited152undergraduateandgraduatestudentsandprovidedextracreditforcompletingthesurvey,betweenNov.1,2015andJan.1,2016.Participants(N=152;female=98,male=54)wererandomlyassignedtooneoffourgroups:adigitalproduct(i.e.,streamingmovie)withafriend’spurchasehistory(group1,N=37);adigitalproductwithoutafriend’spurchasehistory(group2,N=40);anon-digitalproduct(i.e.,jeans)withafriend’spurchasehistory(group3,N=36);andanon-digitalproductwithoutafriend’spurchasehistory(group4,N=39).Subjects’agesrangedfrom18to27(M=21.99).AccordingtoaPewResearchCenterreport(2015),87%ofpeopleaged18-29useFacebook,whichishigherthan58%reportedfortheentireadultpopulation.Seventy-fourpercentofcollege-educatedpeopleuseFacebook.Giventhat,wedeemthatthisstudentsamplereasonablyrepresentsFacebookusersintheUnitedStates.4.2.MeasuresInthestudy,questionsanditemsofmeasurewereadoptedfrompreviousliteratureandweremeasuredontheseven-pointLikertscale,with“1”meaning“stronglydisagree”and“7”representing“stronglyagree.”Twoofthefourmock-uppagesincludedoneofthemostcommonAmericannames,JohnSmith(JohnisthesecondmostcommonfirstnameandSmithisthemostcommonsurname)asafriend’sname,sowecouldexaminetheeffectofpresenceofafriend’spurchasehistory.Regardingproducttype,jeanswerechosenasthenon-digitalproductandastreamingmovieasthedigitalproduct.5.DiscussionAssocialmediaisexpectedtogrowasane-commerceplatform,thisstudyhasattemptedtotestthepotentialuseofsocialmediacommerce,whereusersareabletobuyproductsonsocialmediasites,withoutleavingthesites,likeAor.Inanattempttounveilthefactorsthatfacilitatethepotentialuseofsocialmediacommerce,thisstudyinvestigatedtheeffectofsocialfactorandproducttypeonFacebookusers’intentiontouseFacebookforpurchasingproducts.Forthisstudy,wetestedtwodifferenttypesofproducts(digitalproduct–astreamingmovie,vs.anon-digitalproduct–jeans)andasocialfactor(thepresenceoffriend’spurchasehistoryvs.theabsence).First,wefoundthatthepresenceofafriend’spurchasehistorywithproductinformationgeneratedneitherahigherlevelofpurchaseintentionnorsocialmediaacceptance,comparedtonopresenceoffriend’spurchasehistory,thusdisconfirmingH1.Althoughextantresearchofsocialmediasuggestsapositiveinfluenceoffriends’messagesontrustandpurchaseintention(Formaetal.,2008;See-To&Ho,2014),messagesfromcompaniesalsohaveapositiveandsignificanteffectonconsumerbehavior,especiallysocialmedia-pronecustomers(Kumar,Bezawada,Rishika,Janakiraman&Kanna,2016)likeoursurveyrespondents.Moreover,advertisingmessagesfromcommercialsourcesaffectconsumerattitudesandpurchasingintentions,whereasadvertisingmessagesfromclosefriendsonlyaffectconsumerattitudes(Yang,2012).Schülze,Scholer&Skiera(2014)foundthatdirectmessagesfromFacebookfriendshadgreatereffectivenessthanbroadcastmessages,butitisimportanttonotethatthisstudydidnotusedirectmessagesfromfriends;insteadweusedacompanymessagewithafriend’snameandpurchasehistory.Therefore,itisunderstandablethatwedidnotreceivethesameeffect,sincethemessagewasnotdirectlyfromafriend.Second,thisstudyfoundthatdigitalproductsinducedhigherlevelsofbothpurchaseintentionandsocialmediaacceptance,comparedtonon-digitalproducts,thussupportingH2.Thisfindingisconsistentwithpreviousresearchthathasshownconsumersaremoreinclinedtoshoponlineforintangibleproductsthantangibleproducts(e.g.,Phau&Poon,2000;Vijaysarathy,2003).Thisresultimpliesthatdigitalproducts,suchasmusicormovies,arebetterforpenetratingthesocialmediacommercemarketthanarenon-digitalproducts.Third,inthecaseofthedigitalproduct,thisstudyfoundaninteractiveeffectonacceptanceofFacebookasane-commerceplatform.Thatis,thepresenceofafriend’spurchasehistoryloweredFacebookusers’purchaseintentiontowardtheproducttheysawonFacebook.Likeanyresearchstudy,thisstudyhasseverallimitations.Firstofall,intermsofsocialfactors,wetestedtheimpactofpresenceofafriend’spurchasehistory.Forthisstudy,weusedacommonAmericannameasafriend’sname.Sinceitwasnotreal,andrandom,itcouldinfluencetheresults.Asdiscussedearlier,thesocialimpactiscriticallyinfluencedbystrength,closeness,andthenumberofcontacts(socialimpacttheory;Latané,1981).Thislimitationsuggeststanapproachtofuturestudy.Thatis,basedonsocialimpacttheory,futureresearcherscanusetheuser’sactualfriend’snameandmakeseveralgroupsbasedontheuser’sperceivedcloseness.Furthermore,basedontheareaofthefriends’expertise(e.g.,Rachelisanexpertoffashion,thereforeherrecommendationofthejeanswouldbetrustable),thefuturestudycanfurtherexaminehowthiskindofsocialfactorinfluencestheusers’purchaseintentions.Secondly,forthesakeofsimplicity,thisstudyexcludedthepricefactor,whichisveryimportanttoconsumers.Althoughwetriedtoruleoutthebrandnameoftheproducts(e.g.,abrandofjeans,oramovietitle),itisproblematictocomparetheseproductssidebysidesincethoseproductsareverysensitiveintermsofpersonalpreferences.Therefore,itisimportantforfutureresearchtoconsidervariousaspectsofproducts,consideringtheuser’susageortaste.Inspiteofseverallimitations,thisstudycontainsimportantpracticalimplications.Contrarytothefindingsofsocialmediastudies,thisstudyfoundthatthesocialfactorinfluencestheuser’sintentiontopurchaseproductsonsocialmedianegatively.Thatis,whenthefriend’spurchasehistorywaspresent,theusershowedalowerlevelofpurchaseintentiononFacebookthanwhenthehistorywasabsent.Therefore,itisimportantformarketerstounderstandthattheimplementingofassocialfactorissometimesriskyorhasnoeffectatall.AswediscussedintheLimitationssection,itmightbefruitfultoexaminethevariouslevelsoffriendship(e.g.,expertiseorperceivedcloseness).Socialmediaisnotjustanonlinecommunity,wherepeoplemeet,communicate,andsharetheinformationvirtually.Asthenumberofbusinessesusingsocialmediatopromoteproductsincreases,andthenumberofsocialmedia,whichseektoincreaserevenuesgrowrapidly,wehopethisstudywillcontributetoabetterunderstandingofsocialmediacommerceforbothmarketersandconsumers.中文譯文：社交網(wǎng)站能成為電子商務(wù)平臺嗎？摘要社交媒體不僅僅是一個在線社區(qū)，人們可以在這里見面、交流和分享信息。近年來，使用社交媒體推銷產(chǎn)品的企業(yè)數(shù)量以及尋求增加收入途徑的社交媒體數(shù)量都在迅速增長。因此，人們對社交媒體商務(wù)越來越感興趣——社交媒體用戶可以通過點擊Facebook上的“購買”按鈕來購買產(chǎn)品，而無需離開網(wǎng)站，就像他們現(xiàn)在可以在A或e-Bay上一樣。本研究通過回答以下幾個問題，探討了社交媒體能否發(fā)展成為一個電子商務(wù)平臺：1)社交媒體用戶在社交媒體上購買產(chǎn)品的可能性有多大？2)社交媒體上什么類型的產(chǎn)品或社交因素會成功地促進社交媒體商務(wù)？結(jié)果表明，朋友的購買歷史與產(chǎn)品類型沒有產(chǎn)生較高的購買意向，也沒有引起社交媒體的接受。此外，本研究發(fā)現(xiàn)，數(shù)字產(chǎn)品的購買意向和社交媒體接受度都要高于非數(shù)字產(chǎn)品。本文討論了研究結(jié)果，以及研究中的管理影響和局限性。關(guān)鍵字：社交媒體商務(wù)，社交媒體商務(wù)接受，購買意向，產(chǎn)品類型1.簡介隨著社交媒體如此深入地滲透到每個人的生活中——64%的美國成年人使用社交媒體，18歲至29歲的年輕人中使用社交媒體的人數(shù)增加到90%(Perrin，2015)，營銷人員已經(jīng)開始使用社交媒體與社交媒體網(wǎng)站上的潛在客戶建立聯(lián)系并吸引他們。事實上，截至2015年，財富500強企業(yè)中有74％的公司擁有Facebook業(yè)務(wù)，其中78%的公司使用Twitter與客戶進行互動。在財富500強企業(yè)中，只有9家沒有使用社交媒體平臺（Barnes和Lescault，2015）。顧名思義，社交媒體包含一個在線環(huán)境，允許人們彼此共享信息（例如，文本、圖像、音頻和視頻）（Lin和Liu，2011）。社交媒體的這種人際互動使營銷人員能夠通過獲得消費者的實時反饋，促進與客戶之間的溝通，從而建立起牢固的客戶關(guān)系（Grewal和Levy，2016）。此外，社交媒體是推廣品牌、與客戶溝通并最終創(chuàng)造收入的一種具有成本效益的方式。在不花費大量資金的情況下，公司可以在社交媒體上創(chuàng)建一個“存在”，在那里他們可以提供關(guān)于公司及其產(chǎn)品的信息，實施營銷活動，并從客戶那里獲得反饋（Baker，2014；Kern，2010）。各公司都有相當(dāng)大的興趣和努力，利用社交媒體不僅宣傳產(chǎn)品和引導(dǎo)消費者訪問其在線/線下商店，而且說服消費者在社交媒體網(wǎng)站上實際購買他們的產(chǎn)品。也就是說，消費者可以在網(wǎng)站上完成他們的購買交易，就像他們在A或eB上所做的那樣。使用社交媒體進行在線購物的概念——社交媒體商務(wù)——聽起來相對較新，但一些主要的社交媒體網(wǎng)站已經(jīng)嘗試與幾家商業(yè)公司進行合作（Alba，2015；Constine，2015）。例如，F(xiàn)acebook與電子商務(wù)軟件公司Shopify合作推出了“購買”按鈕。Pinterest的“購買品”(BuyPin)自2015年6月起就開始使用，用戶可以在不離開Pinterest平臺的情況下購買產(chǎn)品。中小型企業(yè)也希望通過社交媒體商務(wù)獲得額外的分銷渠道并增加銷售。例如，總部位于得克薩斯州的女性服裝公司PolkadotAlley在該公司的Facebook頁面上銷售個別服裝產(chǎn)品。該公司在頁面上單獨發(fā)布所有商品的價格和產(chǎn)品信息；然后，客戶在帖子下面回復(fù)訂購商品。由于Facebook的電子商務(wù)，PolkadotAlley公司的銷售額已經(jīng)從每年40萬美元增加到150萬美元（Emerson，2013）。我們在社交媒體這一領(lǐng)域中發(fā)現(xiàn)了很多關(guān)于社交媒體對公司成果影響的研究，如電子書銷售、酒店預(yù)訂和電影票房銷售（Amblee和Bui，2011；Duan，Gu和Whinston，2008；Ye，Law，Gu和Chen，2011）。然而，調(diào)查消費者使用社交媒體作為電子商務(wù)平臺的實際意向的研究卻很少?？紤]到創(chuàng)造良好的用戶反應(yīng)是新技術(shù)取得成功的關(guān)鍵因素（Venkatesh，1999），我們認為從用戶的角度理解社交媒體作為電子商務(wù)平臺的潛在用途很重要。因此，本研究試圖通過回答以下問題來調(diào)查社交媒體是否可以作為電子商務(wù)平臺發(fā)展：1）社交媒體用戶在社交媒體上購買產(chǎn)品的可能性有多大？2）交媒體上什么類型的產(chǎn)品或社會因素會促進社交媒體商務(wù)？本文的第一部分討論社交媒體商務(wù)的定義，這是本研究的一個關(guān)鍵術(shù)語，并對社交媒體引發(fā)的電子商務(wù)的相關(guān)文獻進行了綜述。隨后提出假設(shè)和研究方法。接著討論研究結(jié)果。最后討論了本研究的貢獻、局限性和未來的研究，以及現(xiàn)實意義。2.文獻綜述2.1.社交商務(wù)和社交媒體商務(wù)社交商務(wù)通常是指由社交媒體發(fā)起的或介導(dǎo)的在線商務(wù)。由于這個術(shù)語相對較新，研究人員對社交商務(wù)的定義和使用也各不相同。例如，Stephen和Toubia（2010）用“社交商務(wù)”這個詞來指僅由個體賣家組成的社交網(wǎng)絡(luò)，而不是公司的社交網(wǎng)絡(luò)，而其他研究人員（Dennison等，2011；Liang和Turban，2011）在傳統(tǒng)的電子商務(wù)網(wǎng)站如Amazon實施社交媒體功能（例如，口碑傳播，網(wǎng)絡(luò)傳播）時使用了這一術(shù)語。雖然社交商務(wù)一詞的定義或用法因其背景或研究人員而異，但作為社交商務(wù)概念的基礎(chǔ)是利用社交媒體發(fā)起或介導(dǎo)的電子商務(wù)來促進在線購買產(chǎn)品或服務(wù)（Curty和Zhang，2011；Kim和Park，2013）。社交媒體商務(wù)一詞是社交商務(wù)的一部分。它被稱為在社交媒體網(wǎng)站上進行的電子商務(wù)，它允許用戶在社交媒體網(wǎng)站上購買產(chǎn)品或服務(wù)，而無需訪問者離開網(wǎng)站。在調(diào)查Facebook社交網(wǎng)絡(luò)功能的影響時，Suraworachet、Premsiri和Cooharojananone（2012）使用了“F—商務(wù)（Facebook商務(wù)）”或“社交媒體商務(wù)”來指代電子商務(wù)活動，該活動允許用戶在Facebook或其他社交媒體上購買商品。這一概念與社交商務(wù)類似，但不同之處在于它涵蓋了所有由社交媒體發(fā)起的電子商務(wù)。2.2.社交（媒體）商務(wù)的屬性正如前面所討論的，由于社交媒體最具吸引力的兩種特性：交互性和連接性，社交媒體有很大的潛力可以成為營銷人員的強大市場。2.2.1.交互性交互性是指雙方之間的雙向溝通，如人與人之間，消費者與公司之間，甚至用戶與計算機之間的雙向溝通（Goldfarb和Tucker，2011；Hoffman和Novak，1996）。交互性被認為是建立關(guān)系最重要的組成部分之一（Jo和Kim，2003；Kelleher，2009），因為它通過傳播媒介影響每一方（Liu和Shrum，2002）。社交媒體提供了網(wǎng)絡(luò)空間，用戶可以在這里進行各種形式的互動。在社交媒體上，消費者可以通過分享照片/視頻、留下評論和撰寫評論等方式與其他消費者和/或公司進行交流，所有這些都被發(fā)現(xiàn)會影響公司的業(yè)績，例如電子書銷售（Amblee和Bui，2011）。這種互動性已被發(fā)現(xiàn)可以積極影響顧客對公司和產(chǎn)品的態(tài)度和購買行為（Han，2014；Liang和Turban，2011；Kim和Park，2013）。例如，Olbrich和Holsing（2011）發(fā)現(xiàn)，公司從社交購物社區(qū)的購物成員中獲得的利潤要比非成員的利潤多。這表明社交互動是促進購買交易的一個關(guān)鍵因素。此外，人們還發(fā)現(xiàn)，更高水平的互動也能在社交媒體上引起更多的回應(yīng)，如來自該公司粉絲的喜歡和評論（DeVries，Gensler和Leeflang，2012）。2.2.2.連接性社交媒體的另一個基本特征是能夠?qū)⑷藗儽舜寺?lián)系起來（Chou等，2009；Pookulangara和Koesler，2011）。連接性在人們接受和使用社交媒體方面起著重要作用。Boyd（2006）、Fortien和Dholakia（2005）發(fā)現(xiàn)，采用和