中文摘要：

[目的/意义]相对于传统电子商务,社会化商务的显著特征是用户通过频繁的社会交互构建了较复杂的社会关系网络,进而对其行为产生影响。因此,有必要考察社会交互对社会化商务用户行为的作用机理,从而帮助企业采取有效措施来促进社会交互和用户行为。[方法/过程]基于此,分析了社会交互的两个方面包括人人交互、人机交互对社会化商务用户行为的作用机理。收集了349份有效样本数据并采用LISREL进行分析。[结果/结论]结果表明人人交互影响用户对社区成员的信任,人机交互影响用户对社区的信任。用户对社区成员的信任通过信任转移作用于其对社区的信任,且两者对用户的社会购买意愿和社会分享意愿都有显著影响。

英文摘要：

[ Purpose/Significance ] Compared to traditional e-commerce, social commerce is characterized by complex social relationship networks buiR on users＇ frequent social interactions, which affect their behavior. Thus, it is necessary to examine the effect of social interaction on social commerce user behaviour. This will help enterprises adopt effective measures to facilitate social interaction and user behaviour. [Method/process] This study analyzes the effect of social interaction, which includes human-human interaction and human-machine interaction, on social commerce user behavior. It collects 349 valid samples and conducts data analysis with LISREL.[Result/Con- clusion] The results show that human-human interaction has a significant effect on user trust in community members, and human-machine interaction has an obvious effect on trust in community. In addition, trust in community members affects trust in community through trust transference. Both factors have significant effects on social purchase intention and social sharing intention.