【摘要】 【目的/意义】研究社会商务中信任传播机制,分析信任传播机制的价值,对社会化营销具有指导意义。【方法/过程】基于理性行为理论和平衡理论,提出假说。利用回归方法进行实证分析,探讨信任传播在社会网络中影响。【结果/结论】探索了信任从社交网络传递到社会广告的运动机制;确定了消费者社会广告信任对消费者行为意图的影响;建立消费者对社交网络的信任、对社会广告的信任和消费者使用社会广告信息意愿三者之间关系模型。更多还原

【Abstract】 【Purpose/significance】It is significant to study the mechanism of trust communication in social business and analyze the value of trust communication mechanism.【Method/process】Based on the theory of reasoned action and balance theory, we propose two research hypotheses. On the basis of the questionnaire survey, we carry out the empirical analysis to verify the validity of the hypothesis by using the regression equation. And we explore the influence of trust transfer in social commerce.【Result/Conclusion】We summarize the movement mechanism of trust from social network to social advertising.We identify the impact of consumer social advertising trust on consumer behavior intention. Finally, we set up a model to describe the relationship among the consumer trust in social networks, the trust of the consumer social advertising and consumer willingness to use social advertising information.更多还原