社交商务评价信息分享对消费者购买行为的影响研究

发布时间：2018-01-04 21:30

本文关键词：社交商务评价信息分享对消费者购买行为的影响研究　出处：《江西财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：社交商务是一种新一代的电子商务,相较于传统的电子商务,社交商务以社交媒体和社交网络为载体,促进了与在线交易和商业活动有关的信息交换。社交商务中的信息分享从各方面影响着社交商务中消费者的购买行为,因此研究社交商务中的信息分享对深入研究消费者行为和商家营销策略的制定都有着重要意义。本研究主要运用文献研究、多主体建模与仿真的方法构建基于评价信息的社交商务消费者行为模型。对社交商务中评价信息—信任—行为三者关系进行分析。分析归纳对消费者信任产生影响的评价信息,基于FIRE模型和ACT模型构建社交商务中基于评价信息的消费者信任度量模型,同时归纳总结出社交商务中消费者信任评估方法。另一方面以多主体建模的方法构建社交商务中“信任导向”的消费行为分析框架,构建“信任导向”的社交商务消费者交互行为规则分析,通过模拟仿真的方法分析信息分享对消费者购买行为的影响。研究发现,在无信息分享的情况下,消费者对环境的认知速度较慢,在购买决策时所表现出的理性水平较弱。而随着信息分享路径的向外扩展,不仅使消费者在信息的获取量逐渐增多,同时也加速了消费者对环境的认知速度,社交商务中的信息分享路径能够使利消费者做出更加理性的选择。研究还发现,社交商务信息分享使消费者在商家的选择上趋于统一,能提供优秀商品或者商家在社交商务中的竞争优势明显,即便是优质商家在数量处于劣势,但依赖于社交商务的信息分享路径,依然可以在较短时间建立起竞争优势。但商家的交易量波动幅度也会随着信息分享路径的扩展而增大。“牛鞭效应”在社交商务中更加明显。社交商务中不准确评价的分享,并不会给消费者决策的理性水平带来较大的影响。消费者依然分辨出劣质商家。但在对于商品或服务质量差别不大的商家来而言,不准确信息的分享则会使消费者对他们的选择造成一定的阻碍,最直接的影响就是商品质量相对较优的商家无法确立市场竞争优势。不准确信息的即便在数量上很小,但也会对社交商务市场的造成巨大的影响。
[Abstract]:Social business is a new generation of electronic commerce, electronic commerce compared with the traditional social business, with social media and social networks as the carrier, to promote the related online transactions and business information exchange. Social business information sharing from the aspects of social business affects the consumer buying behavior, so the study of social business information sharing to make in-depth study of consumer behavior and marketing strategy are of great significance. This research mainly uses the literature research method, construction of modeling and Simulation of multi subject consumer behavior social business evaluation model based on the information analysis of information behavior trust relationship between the three evaluation of social business. Analysis and evaluation of inductive influence consumer trust information, FIRE model and ACT model to evaluate the information consumer trust based on social business based on At the same time measurement model, summarized the evaluation methods of consumer trust in social business. On the other hand the multi-agent modeling method to construct social business trust oriented consumer behavior analysis framework, analysis of construction of "trust oriented" social business consumer interaction rules, analysis of effect of information sharing on consumer behavior by simulation method simulation. The study found that in the absence of information sharing under the condition of slow consumer awareness of the environment, reflected in the purchase decision of the rational level is weak. With the information sharing path outward, not only make consumers gradually increased in the amount of information, but also accelerated the consumer awareness of the environment the speed of information sharing, path of social business can make consumers make more rational choice. The study also found that social business information sharing to consumers Fee is unified in the business of choice, can provide significantly better goods or businesses in the social business competitive advantage, even in the number of high quality businesses at a disadvantage, but depends on the information sharing path of social business, still can establish competitive advantage in a short time. But the trading volume volatility for the business it will increase with the expansion of information sharing path. The "bullwhip effect" is more obvious in the social business. No accurate evaluation of social business share, bring greater influence and rational level will not give the decision of consumers. Consumers still distinguish inferior businesses. But in the similar goods or services to businesses in terms of quality the sharing of information is not accurate, the consumer will cause some obstacles to their choice, is the most direct impact on the quality of goods relatively better businesses to establish a competitive market Competitive advantage. Inaccurate information, even in small quantities, can also have a huge impact on the social business market.

【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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