基于信息效用理论的短视频电商平台影响因素研究

Research on Influential Factors of Short Video E-Commerce Platform Based on Information Utility Theory

摘要: 目的/意义：在社交电商环境下，短视频是消费者获取各类商品信息的重要来源之一。提升用户对短视频电商平台的信息效用，有助于消费者做出更满意的购物决策，提升生活品质的同时促进电商行业稳健发展。方法/过程：本文在整合D&M模型和ECM-ISC的基础上引入社会影响和信息素养变量构建影响因素模型，运用结构方程模型(SEM)验证假设，并利用fsQCA探索影响因素间的组态关系。结果/结论：研究结果表明：信息质量、服务质量、期望确认度、社会影响正向影响感知有用性，感知有用性正向影响信息效用，感知有用性在信息质量和社会影响对信息效用的影响中起中介作用，信息素养在信息质量和感知有用性对信息效用的影响中起调节作用；fsQCA分析结果表明，触发高信息效用的条件组态包括信息质量型和信息素养型两种模式。

Abstract: Research purpose: In the context of social e-commerce, short videos have become one of the important sources for consumers to obtain information about various products. Enhancing the information utility of short video e-commerce platforms for users can help consumers make more satisfactory shopping decisions, improve their quality of life, and promote the stable development of the e-commerce industry. Research method: On the basis of integrating the D&M model and ECM-ISC, an influencing factor model was constructed by introducing social impact and information literacy variables. Structural equation models were used to validate hypotheses, and fsQCA was used to explore the configuration relationship between influencing factors. Research result/Conclusion: The research results indicate that information quality, service quality, expected confirmation, and social impact positively affect perceived usefulness. Perceived usefulness positively affects information utility, and perceived usefulness plays a mediating role in the impact of information quality and social impact on information utility. Information literacy plays a moderating role in the impact of information quality and perceived usefulness on information utility; The fsQCA analysis results indicate that the conditional configurations that trigger high information utility include two modes: information quality and information literacy.