关键词: 社会化商务, 　电子红包, 　使用行为, 　影响因素

Abstract:

In social commerce environment, mobile payment service providers develop electronic red envelope to expand user market and to enrich user experience of mobile payment based on social relationship. Studying the adoption behavior of electronic red envelope is helpful to promote service quality of it and expand the socialization application scenarios of mobile payment service. This paper proposes an influencing factors model of electronic red envelope adoption behavior based on UTAUT and the characteristics of electronic red envelope, and adopts structural equation modeling to find the impact factors and the interplay in relationships. The results suggest that usage condition, effort expectancy, social influence and psychological satisfaction affect user’s behavior intention significantly, while both user’s behavior intention and facilitating conditions have direct impacts on the actual use of electronic red envelope.

Key words: Social commerce, 　Electronic red envelope, 　Adoption behavior, 　Influence factor