社会化电子商务消费者初始信任影响因素研究

发布时间：2018-05-30 22:44

本文选题：社会化电子商务 + 电子商务信任　；参考：《吉林大学》2017年硕士论文

【摘要】：随着互联网基础设施及相关法律法规的逐渐完善,我国的互联网行业进入了不断加速的发展阶段。互联网行业之中社会化媒体的发展尤为迅速,其中以微信为代表的亲密关系链社交模式和以微博为代表的“关注+娱乐”模式的混合社交模式成为资本市场比较青睐的商业模式。另一方面,电子商务的发展也越发成熟,国内的淘宝和京东也处于迅猛发展阶段,各电子商务平台不断寻求新的利润增长点,这一过程中促使电子商务的技术和运营模式不断更新。而在不断地探索之中,社会化媒体与电子商务签收形成的社会化电子商务成为了二者共同的业务亮点。社会化媒体在为电子商务的开展注入了新鲜的血液,同时网络购物也成为社会化媒体的又一盈利方式。目前,社会化电子商务在国内尚处于新生阶段,各企业仍处于初步探索中,与传统电子商务相比,社会化电子商务同样面临如何建立用户初始信任的问题,更因社会化媒体特性的融入,导致影响社会化电子商务初始信任的因素变得更为复杂。本研究通过研究影响社会化电子商务消费者初始信任的影响因素,深入发掘了各影响因素通过何种机制影响社会化电子商务环境下消费者的初始信任。分类的讨论模式有助于企业针对性地使用关于初始信任建立的相关建议,进而提高绩效,获取实际的经济利益。本研究引入了具有理论和实践意义的社会化媒体因素进入模型,确定本研究所使用的社会化电子商务环境下消费者初始信任模型。通过问卷调查的方法,以参与过社会化电子商务活动的消费者为研究对象,借助SPSS软件的统计分析功能对经过筛选的255份参调消费者的有效样本进行分析。研究结果验证了本研究所提出的假设,支持该假设模型,最终得到以下结论:(1)本研究验证了感知有用性在社会化电子商务交易经验与初始信任之间的中介作用。社会化电子商务交易经验对于初始信任有显著的影响,社会化电子商务中推荐该商品的好友是否具有交易经验直接影响消费者对该商品或服务的初始信任。本研究还发现,推荐该商品的好友的社会化电子商务交易经验还对消费者的感知有用性有显著影响,有相关购物经验的好友的推荐对于消费者做出购买选择有一定的参考价值,社会化电子商务交易经验不仅对初始信任具有积极的直接影响,还可以通过影响消费者的感知有用性进而影响初始信任。(2)本研究验证了信任倾向在社交网络成员关系与初始信任之间的中介作用。社交网络成员关系对于初始信任有显著的影响,社会化电子商务中推荐该商品或服务的好友与消费者的关系亲密及日常互动行为影响消费者对该商品或服务的初始信任。推荐该商品或服务的好友的社交网络成员关系还对消费者的信任倾向有显著影响,消费者更倾向于信任关系较为亲密、日常活动较多的好友的推荐,社交网络成员关系不仅对初始信任具有积极的直接影响,还可以通过影响消费者的信任倾向进而影响初始信任。
[Abstract]:With the gradual improvement of the Internet infrastructure and related laws and regulations, the Internet industry in China has entered an accelerating stage of development. The development of social media in the Internet industry is particularly rapid, in which the social model of the close relationship, represented by WeChat, and the "concern + entertainment" model represented by micro-blog On the other hand, the development of e-commerce is becoming more mature, and the domestic Taobao and Jingdong are also in the stage of rapid development. Each e-commerce platform is constantly seeking new profit growth points. In this process, the technology and operation mode of electronic commerce are constantly updated. In the course of exploration, social media and electronic commerce signed by the social media and electronic commerce have become the two common business highlights. Social media has injected fresh blood into the development of e-commerce, and online shopping has become another profit mode of social media. At the stage, the enterprises are still in the preliminary exploration. Compared with the traditional e-commerce, the social e-commerce is also faced with the problem of how to establish the initial trust of the users. The factors that affect the initial trust of the socialized e-commerce have become more complicated because of the integration of the social media characteristics. The influencing factors of the initial trust of the business consumers have been deeply explored in this study. The mechanism of the influence factors affects the initial trust of consumers in the socialized e-business environment. The classified discussion model helps enterprises to use relevant suggestions on the establishment of initial trust to improve performance and obtain actual economic benefits. The social media factors which have theoretical and practical significance are introduced into the model to determine the consumer initial trust model under the socialized e-commerce environment used in this study. Through the questionnaire survey, the consumers who participated in the social e-business activities were used to study the image and the statistical analysis function of the SPSS software. The effective samples of 255 selected consumers are analyzed. The results verify the hypothesis proposed in this study, support the hypothesis model, and finally get the following conclusions: (1) this study validates the intermediary role of perceived usefulness in social e-commerce transaction experience and initial trust. The initial trust has a significant impact on the initial trust of the friends who recommend the good friends of the commodity in the social e-commerce. This study also found that the social e-business experience recommended by the good friends of the commodity also has a significant impact on the perceived usefulness of the consumer. The recommendation of close friends on shopping experience has a certain reference value for consumers to make a purchase choice. Social e-business transaction experience not only has a positive direct impact on the initial trust, but also affects the perceived usefulness of consumers to influence the initial trust. (2) this study verifies that trust tends to become a social network. The intermediary role between the relationship and the initial trust. The relationship between the social network and the initial trust has a significant impact on the initial trust. In the social e-commerce, the close relationship between the good friends and the consumers of the goods or services and the daily interaction affect the consumer's initial trust in the goods or services. The social network membership also has a significant impact on the consumer's trust tendency. Consumers tend to be more close to the trust relationship, the recommendation of more daily activities, and the social network membership not only has a positive direct impact on the initial trust, but also affects the consumer's trust tendency to influence the initial trust.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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