社交媒体的使用是否有助于跨境社交商务? 来自SEM和fsQCA分析的经验证据
Shangui Hu1, Umair Akram2, Fengle Ji3
1College of Business Administration, Ningbo University of Finance & Economics, 315175, China.
Acta psychologica
|November 16, 2023
概括
社交媒体的使用通过改变文化认同影响国际学生的跨文化社交商务参与. 社会支持增强了这种效果,揭示了关键的参与驱动因素.
科学领域:
- 社会科学 社会科学 社会科学
- 商业和经济学 商业和经济学
- 信息传播 信息传播 信息传播
背景情况:
- 跨文化社交商务正在增长,受到数字平台的影响.
- 在这种情况下,了解客户参与驱动因素对企业至关重要.
- 刺激-生物体-反应 (S-O-R) 模型为分析这些相互作用提供了一个框架.
研究的目的:
- 提出和测试一个理论模型,以测试社交媒体使用对跨文化社交商务参与的影响.
- 研究文化身份变化的调解作用和社会支持的调节作用.
- 用混合方法分析来确定导致参与的因素的配置.
主要方法:
- 采用混合方法方法,将结构方程建模 (SEM) 和模糊集定性比较分析 (fsQCA) 结合起来.
- 数据来自135个国家的2058名国际学生.
- SEM分析了直接和间接的影响,而fsQCA确定了因果结构.
主要成果:
- 社交媒体的使用 (信息和社交) 通过文化认同变化对跨文化社交商务参与产生积极影响.
- 社会支持调节了社交媒体使用维度和文化身份变化之间的关系.
- 通过fsQCA,SEM结果得到了强有力的增强,它确定了四种不同的配置,推动了参与.
结论:
- 社交媒体显著影响国际客户参与跨境社交商务.
- 文化认同的变化和社会支持是这一过程中的关键机制.
- 这些发现对全球电子商务领域的营销人员和研究人员有实际意义.
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