社交网络下网络口碑、价值共创对消费者购买意愿的影响

发布时间：2018-01-01 18:14

本文关键词：社交网络下网络口碑、价值共创对消费者购买意愿的影响　出处：《北京邮电大学》2015年硕士论文　论文类型：学位论文

【摘要】：社交网络在电子商务推广中的作用日益显现,越来越多的电商平台开始借助社交网站进行品牌营销；社交功能逐渐成为电商网站的标配。由于消费行为加入了“社会化推荐”和“社会化分享”,消费者开始参与企业的价值创造。消费领域的价值共创由消费者主导并创造体验价值,因此成为一种全新的形式。在信息系统领域、市场营销领域、服务科学与创新管理领域,价值共创仍是一个全新的研究主题。本研究引入信任和价值共创理论来分析社交商务网络下口碑如何影响购买意愿。首先,总结价值共创、信任和网络口碑的研究成果,识别出关键因素。进而通过现有研究中极少使用的社交框架来搭建一个完整的模型,诠释上述因素间的关系。通过设定研究假设产生各因素测量项,继而形成调查问卷。获得数据分析样本之后通过SPSS20.0和AMOS17.0进行实证分析,并根据性别和购买商品类型对模型进行了分类讨论。实证分析结果表明,社交商务的网络口碑通过信任既会影响用户的购买意愿,也会影响用户价值共创的参与程度,用户在社交商务网站参与价值共创时也会影响其购买意愿。同时用户的信任倾向以及其与社交商务发布信息的其他用户之间的关联程度,会正向调节网络口碑对价值共创的影响。本研究为以后深入研究社交网络下的价值共创与购买意愿的关系奠定了一定基础,市场营销人员也会对社交网络下的客户关系管理有更深刻的体会。
[Abstract]:The role of social network in the promotion of e-commerce is becoming increasingly apparent, more and more e-commerce platforms begin to use social networking sites for brand marketing; Social function has gradually become the standard of e-commerce website. Because of consumption behavior, "social recommendation" and "social sharing" have been added. Consumers begin to participate in the value creation of enterprises. The value in the consumption field is created by the consumers and creates the experience value, so it becomes a new form. In the field of information system, marketing field. In the field of service science and innovation management, value creation is still a new research topic. This study introduces the theory of trust and value creation to analyze how word of mouth influences purchase intention under the social business network. Firstly, it summarizes the research results of value creation, trust and online word of mouth. Identify the key factors. Then build a complete model through the social framework which is rarely used in the existing research to explain the relationship between the above factors. Then a questionnaire was formed. After obtaining the data analysis samples, the empirical analysis was carried out through SPSS20.0 and AMOS17.0, and the model was classified and discussed according to gender and the type of goods purchased. The empirical results show that the online word-of-mouth of social business through trust will not only affect the willingness of users to buy, but also affect the degree of participation of users' value creation. When users participate in the value creation of social commerce sites, they will also affect their willingness to buy. At the same time, the trust tendency of users and the degree of connection between users and other users who publish information in social commerce will also be affected. This study will positively adjust the impact of online word-of-mouth on value creation. This study will lay a foundation for further research on the relationship between value creation and purchase intention under social network. Marketers will also have a deeper understanding of customer relationship management on social networks.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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