社交网络中用户活跃行为度量与购买决策研究

发布时间：2018-04-08 15:30

本文选题：社交网络服务　切入点：活跃行为　出处：《华中科技大学》2014年博士论文

【摘要】：社交网络服务(SNS)逐渐融入人们的生活,SNS中丰富的内容和关系资源在改变人们的社交模式和决策机制中起着越来越重要的作用,同时社会化商务的发展让SNS纷纷在其网站上加入商务应用或与电子商务网站结合,使用户越来越多的发生社交行为驱动的购买决策。但中国SNS的发展面临两个主要问题：一是用户的社交行为活跃水平低,制约了SNS的营销资本和盈利能力；二是在设计商务应用中无章可循,限制了SNS由社交服务向社会化商务商业模式的转变。为了解决这两个问题,本文深入探讨了SNS用户的社交活跃行为和购买决策机制,为企业提升用户活跃水平和设计商务应用提供指导。同时,本文也为社会心理学中用户行为、价值共创模式、社会化商务中用户行为及社会化商务元素设计的相关研究具有理论贡献,为未来的研究提供理论框架和测量模型。本文分为5个子研究,以SNS用户活跃行为度量为核心,分三个子研究完成对SNS用户活跃行为的范围界定、测量量表开发和驱动因素探究；分两个子研究探讨SNS用户在社会化商务元素中的社交行为在改变用户商务行为决策过程和决策质量中的作用。本文首先对SNS用户活跃行为的具体内容进行了解析,并构建了一个分类框架。用Delphi法,采用2组专家,提炼SNS用户具体活跃行为,并对其进行精简,最终将25个具体活跃行为划分四个类别：内容创造行为、内容传播行为、关系构建行为和关系维持行为。此分类框架反映了SNS用户与网站的价值共创模式。其次,本文构建了SNS用户活跃行为的测量模型。基于477份SNS用户调查数据,经过探索性因子分析和验证性因子分析,一阶因子测量模型和二阶因子测量模型都达到满意的拟合优度,最终保留的四个因子和16个指标项具有良好的信度和效度,表示本研究开发的测量工具可以被用在将来的实证研究中。第三,本文通过集成承诺理论、社会支持理论、沉没成本理论和社会影响理论构建模型,实证研究了决定用户总体活跃行为的心智模式以及影响这些心智模式的环境因素。通过对1239位人人网用户的数据收集和分析,模型结果显示,情感承诺和持续承诺是决定SNS用户总体活跃行为的主要心智模式,情感支持和信息支持构建情感承诺,声誉资本和关系资本构建持续承诺,社会规范和从众构建规范承诺。研究结果扩展了相关理论应用和丰富了SNS领域研究视角,并对SNS运营商提高其用户活跃水平具有指导意义。 SNS中商务应用中包含了各种社会化商务元素,用户在社会化商务元素中的社交行为会改变用户的商务决策过程和决策质量。本文结合社会学习理论和态度的情感维度和认知维度的划分,构建研究模型探究用户在社会化商务元素中的行为对SNS用户购买决策过程的影响。经过实证检验,本文发现用户在社会化商务元素中的学习行为可以从情感觉醒和认知觉醒两个方面激发用户的态度,态度又进一步引发用户在社会化商务网站中的购买决策。本文在一个模型中包含三种社会化商务元素(论坛和社区、评分和评论、用户推荐),区分了不同社会化商务元素在改变用户的决策过程的不同作用。最后,本文结合社会学习理论和不确定性理论,构建研究模型,研究了SNS用户在三种社会化商务元素中的学习行为如何影响用户决策时面临的心理不确定性,及心理不确定性如何进一步影响用户的决策质量。实证分析结果发现,需求不确定性是降低用户决策质量的最重要的因素,产品质量不确定性会提高决策质量,而卖家质量不确定性对决策质量没有影响。论坛和社区中的学习行为仅降低需求不确定性,评分和评论中的学习行为可以降低需求不确定性和提高产品质量不确定性,用户推荐中的学习行为可以提高卖家质量不确定性。另外,这些影响关系都受到产品类型(搜索型产品和体验型产品)的调节。本文的研究结果丰富了我们对SNS中用户购买决策机制的理解,扩展了社会学习理论和不确定性理论的应用范围,并为SNS运营商制定相应的策略来推广社会化商务应用及设计社会化商务元素提供建议。
[Abstract]:Social network service ( SNS ) is gradually merged into people ' s life , and the rich content and relationship resources in SNS play an increasingly important role in changing the social model and decision - making mechanism . At the same time , the development of social business makes SNS join commercial application on its website or combine with e - commerce website to make users more and more purchasing decisions driven by social behavior . But the development of SNS in China faces two main problems : Firstly , the social behavior of users is low , which restricts the marketing capital and profitability of SNS ;
In order to solve these two problems , this paper deeply discusses the social activity behavior and purchasing decision - making mechanism of SNS users . In order to solve these two problems , this paper probes into the social activity behavior and purchasing decision - making mechanism of SNS users , and provides guidance for enterprises to improve user activity level and design business application . At the same time , this paper also provides theoretical contribution to the research of user behavior , value co - creation mode , user behavior and social business element design in social psychology , and provides theoretical framework and measurement model for future research .

This paper is divided into 5 sub - studies , taking SNS user active behavior measures as the core , and dividing three sub - studies to define the range definition , measurement scale development and driving factors of SNS user activity behavior ;
The social behaviors of SNS users in social business elements are discussed in terms of two sub - studies , and the role of SNS users in changing the decision - making process and decision - making quality of the user ' s business behavior is discussed .

This paper first analyzes the concrete contents of the active behavior of SNS users , and constructs a classification framework . Using Delphi method , two groups of experts are used to refine the specific activity of SNS users and to streamline them . Finally , 25 specific active behaviors are divided into four categories : content creation behavior , content dissemination behavior , relationship building behaviors and relationship maintenance behaviors . The classification framework reflects the value co - creation mode of SNS users and websites .

Secondly , this paper constructs the measurement model of the active behavior of SNS users . Based on 477 SNS user survey data , the first - order factor measurement model and the second - order factor measurement model are satisfied with the reliability and validity of the first - order factor measurement model and the second - order factor measurement model based on 477 SNS user survey data , which means that the measurement tools developed in this study can be used in the future empirical research .

Thirdly , through integrating the theory of commitment theory , social support theory , sunk cost theory and social influence theory , this paper studies the mental mode of determining user ' s overall active behavior and the environmental factors that influence these mental modes .

In this paper , the influence of user ' s behavior on the purchasing decision - making process of SNS users is studied by means of social learning theory and attitude . In this paper , we find that the user ' s behavior in social business elements can stimulate users ' attitude towards the purchasing decision - making process of SNS users .

Finally , based on the theory of social learning and uncertainty theory , this paper constructs a research model , and studies how the learning behavior of SNS users in three kinds of social business elements affects user ' s decision - making quality . The empirical analysis results show that demand uncertainty is the most important factor to reduce the user ' s decision - making quality .

【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：TP393.09;F713.55

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