【摘要】 【目的/意义】社会广告作为一种新的在线产品推广方式,主要通过消费者在社交网站创建的社交网络信息来传播广告资讯,在社会商务领域中起着重要作用。本文主要目的是研究社交网络环境下社会广告对信任传播的影响,具体阐述消费者对社会广告的信任如何影响消费者使用社会广告信息的意愿。【方法/过程】基于初始信任理论作为研究的基础,以解释消费者如何将他们的信任从社交网络转移到社会广告中。本文提出两个假说,采用实证研究,利用结构方程模型来验证假说的正确性。【结果/结论】数据结果确定了消费者社交网络的信任(T_SNSs)对社会广告信任(T_SA)的影响;同时也确定了消费者的社会广告信任(T_SA)对消费者行为意图(W_SAI)的影响;构建了三者之间信任传递的模型。更多还原

【Abstract】 【Purpose/significance】As a new way of online product promotion, social advertising disseminates informationthrough customers’ social network created by social network sites(SNSs). Social advertising plays an important role in thearea of social commerce. In this paper, we study the influence of social advertising on the communication of trust in socialnetwork environment, and analyze how consumers’ trust in social advertising affects consumers’ willingness to use social ad-vertising information.【Method/process】Based on the initial trust theory, we explain how customers transfer their trust fromSNSs to social advertising. And we propose two hypotheses and use the structural equation model to verify the hypotheses.【Result/conclusion】The results confirm the influence of the social network trust(T_SNSs) on social advertising trust(T_SA). Meanwhile, the influence of consumer’s social advertising trust(T_SA) on consumer behavior intention(W_SAI) isalso determined. And we build a model of trust transfer.更多还原