【目的/意義】通過研究社會化電子商務用戶信息采納行為的影響因素,引導與優化用戶信息采納行為。【方法/過程】本文以UTAUT模型為基礎,引入信息質量、感知風險和信任環境3個變量,構建了社會化電子商務用戶信息采納行為影響因素模型并通過問卷調查進行實證研究。【結果/結論】研究表明績效期望、社會影響、信息質量、信任環境和努力期望直接正向影響社會化電子商務用戶信息采納意向;感知風險負向影響社會化電子商務用戶信息采納意向;用戶信息采納意向、促成因素直接正向影響社會化電子商務用戶信息采納行為。

【Purpose/significance】By studying the influence factors on social e-commerce users’ information adoption behavior, the users’ information adoption behavior can be guided and optimized.【Method/process】Based on the UTAUT model,this paper introduces 3 variables: information quality,perceived risk and trust environment. The paper constructs an influence factors model on social e-commerce users’ information adoption behavior and makes an empirical study through questionnaire survey. 【Result/conclusion】Research shows that performance expectation, social impact,information quality,trust environment and effort expectation have a direct impact on the adoption intention; perceived risk has a negative impact on the adoption intention of social e-commerce users; the adoption intention and the contributing factor have a positive impact on the social e-commerce users’ information adoption behaviors.