从豆瓣网试水社区化电商角度分析UGC对消费行为的影响

发布时间：2018-04-08 14:02

本文选题：豆瓣网　切入点：社区化电子商务　出处：《首都经济贸易大学》2015年硕士论文

【摘要】：在互联网高速发展的时代,社区化电子商务作为社交媒体与电子商务相融合的新型商业模式,使得人们逐渐从单一的信息获得者进化为内容创造者,从一个单向的购买者变成了一个可以推荐、品论、评级的整合型多方位个性内容媒体。这些优势将帮助用户做出购买决策,刺激消费,并促进新兴商业模式的发展。本文通过对“豆瓣东西”的研究分析,从实际案例出发,依托理论支撑,分析市场运营情况和数据,解决UGC对转化率影响的实际问题。通过案例分析法,研究UGC在电子商务领域的具体应用。利用问卷调查分析用户的喜好和潜在的购买需求,建立完整的用户模型。根据社会化电子商务相关理论,选取不同类型的社会化电子商务代表模式,分析市场规模和整体环境。对比其商业模式的相同与差异,辅助对竞争优势、目标用户群、网络行为、用户体验等特征进行综合评价。通过调研第三方数据等分析手段实现定量比较研究,分析不同类型社会化电子商务商业模式的特点和差异。并尝试从电子商务理论、消费者行为学、营销管理、运营管理等方面入手寻找理论层面的根本原因,并给出改进建议。社区化电子商务在消费行为上发掘潜在消费需求,规避买卖双方的信息不对称,改变了消费者的购买习惯。社区化电子商务导购平台的用户规模、盈利模式、UGC的有效性和正负面都是影响转化率的重要因素。现有的社会化电子商务在盈利模式、运营模式、UGC的挖掘及利用等方面的模式创新,为未来社会化电子商务应解决的关键问题和研究方向指明了道路。
[Abstract]:In the era of rapid development of the Internet, as a new business model of social media and electronic commerce, community e-commerce has gradually evolved from a single information winner to content creator.From a one-way buyer to an integrated multi-directional content medium that can recommend, produce, and rate.These advantages will help users make purchase decisions, stimulate consumption, and promote the development of emerging business models.Through the research and analysis of "Douban thing", based on practical cases and theoretical support, this paper analyzes the market operation situation and data, and solves the practical problem of the influence of UGC on the conversion rate.Through case analysis, this paper studies the application of UGC in the field of e-commerce.A complete user model is established by using questionnaires to analyze users' preferences and potential purchase needs.According to the theory of socialized e-commerce, different kinds of representative models of socialized e-commerce are selected, and the market scale and the whole environment are analyzed.Comparing the similarities and differences of its business model, it can evaluate the competitive advantage, target user group, network behavior, user experience and so on.This paper analyzes the characteristics and differences of different types of socialized e-commerce business models by means of investigating third party data and realizing quantitative comparative study.It also tries to find out the fundamental reasons from the aspects of e-commerce theory, consumer behavior, marketing management, operation management and so on, and gives some suggestions for improvement.Community electronic commerce excavates the potential consumption demand in the consumption behavior, avoids the information asymmetry between the buyers and sellers, and changes the consumers' buying habits.The scale of customers, the efficiency of UGC and the positive and negative aspects are the important factors that affect the conversion rate.The innovation of the existing social electronic commerce model in the aspects of profit model, operation mode, UGC mining and utilization has pointed out the way to solve the key problems and research direction of the future social electronic commerce.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.86;F274

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