随着社会化商务的兴起，一种新的商业模式即社会化购物社区诞生了。对于社会化购物社区，消费者的购买转化率至关重要，然而到目前，还尚未有文献探讨社会化购物社区的技术特征对消费者购买意向的作用机制。本研究基于刺激-机体-反应框架，从认知信任和情感信任的集成视角，构建了社会化购物社区技术特征与消费者购买意向的关系模型。以社会化购物社区美丽说中的成员作为调查对象进行实证分析，结构方程模型分析结果表明，社交性技术特征显著正向影响消费者对社区诚实的认知信任和对社区的情感信任；自我参照性技术特征显著正向影响消费者的认知信任和情感信任；消费者对社区的认知信任和情感信任又最终对消费者通过社区购买产品的意向产生正向影响；情感信任对购买意向的作用要强于认知信任。研究结果为社会化购物社区提供商通过设计与监控社区的技术特征来提高社区的购买转化率提供了有价值的理论依据和建议。

With the proliferation of social commerce, a new e-commerce business model, that is, social shopping community (SSC) has emerged. The key revenue source of a SSC is facilitating online purchase and thus the purchase conversion rate of consumers is crucial for the sustainability of a SSC. However, there is a corresponding lack of understanding about what motivates consumers to purchase from SSCs. Based on the stimulus-organism-response (S-O-R) framework, we develop a model from an integrative perspective of cognitive and emotional trust, and use it to investigate how technological characteristics (sociability and self reference) of SSCs influence consumers’ cognitive (cognitive trust in competence and cognitive trust in integrity) trust and emotional trust in SSCs, as well as how trust in turn affects their purchase intention. The results of our survey of 405 members of Meilishuo, a Chinese SSC, indicate that sociability has a significant impact on cognitive trust in integrity and emotional trust, and self reference significantly increases cognitive trust and emotional trust. Cognitive trust in SSCs’ competence and integrity and emotional trust in SSCs stimulate their purchase intention. Further, emotional trust plays a greater role in determining purchase intention than cognitive trust.