网络互动视角下社会化电子商务信任影响因素研究

发布时间：2018-03-08 00:37

本文选题：社会化电子商务　切入点：信任　出处：《云南财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着社交网络的兴起,出现了一种全新的电子商务衍生模式——社会化电子商务。该模式是以社交媒体作为传播渠道,通过用户自生内容、网络互动等方式来帮助用户进行购买决策,做出购买行为。信任,不仅在传统电子商务环境下发挥着重要的作用,在社会化电子商务环境下也发挥着不可替代的作用。传统电子商务信任影响因素的理论研究已较为成熟,但对于社会化电子商务的信任影响因素的研究才刚起步,还处于探索阶段。本文从网络互动的视角研究社会化电子商务信任的影响因素,将社会化电子商务信任影响因素分为消费者-平台互动(易用性、有用性)、消费者-消费者互动(关系强度、同质性、互助性)和消费者-在线商家互动(响应性、双向性)三大类,共7个互动性变量以及信任倾向和安全性2个控制变量,建立了社会化电子商务信任的理论模型。本文采用问卷调查的方式回收有效问卷306份。研究结果表明社会化电子商务中影响消费者信任的最关键因素是消费者的感知互助性,此外,社会化电子商务的相关要素之间存在有一定的相关关系:(1)有用性与消费者对社会化电子商务平台的信任之间的正向相关性;(2)同质性与消费者对社会化电子商务平台的信任、对在线商家的信任之间的正向相关性;(3)双向性与消费者对在线商家的信任之间的正向相关性;(4)不控制信任倾向和安全性两个变量时,易用性正向影响着消费者对社会化电子商务平台的信任。根据研究结果,本文从社会化电子商务平台、消费者及在线商家三个层面提出了提高社会化电子商务信任水平的对策建议,如平台完善页面设计,简化操作步骤,丰富信息内容,提高信息质量,消费者积极参与交流讨论,约束自我,在线商家提高沟通能力及服务态度等。本文的研究拓宽了电子商务的研究视角,丰富了电子商务的理论内涵,对电子商务的发展具有一定的理论和现实意义。
[Abstract]:Along with the rise of social network, a new kind of e-commerce spin-off mode-socialized e-commerce has emerged. This model uses social media as a channel of communication, through the user's own content. Network interaction helps users to make purchase decisions and behaviors. Trust not only plays an important role in the traditional electronic commerce environment, but also plays an important role in the traditional e-commerce environment. In the social electronic commerce environment also plays an irreplaceable role. The traditional electronic commerce trust influence factor theory research already quite mature, but the research to the socialization electronic commerce trust influence factor just started, This paper studies the influencing factors of trust in social e-commerce from the perspective of network interaction, and divides the factors of trust into consumer-platform interaction (ease of use). There are seven interactive variables and two control variables, namely, consumer-consumer interaction (relationship strength, homogeneity, mutuality) and consumer-online merchant interaction (responsiveness, bidirectional). A theoretical model of trust in social electronic commerce is established. 306 valid questionnaires are collected by means of questionnaire. The results show that the most critical factor affecting consumer trust in social electronic commerce is the mutual perception of consumers. In addition, There is a positive correlation between the relevant elements of socialized E-commerce and the consumers' trust in the socialized e-commerce platform. (2) the homogeneity and the consumer's trust in the socialized e-commerce platform. When the positive correlation between trust in online merchants and consumer trust in online merchants is 3) the positive correlation between trust propensity and security is not controlled. Ease of use has a positive impact on consumer trust in socialized e-commerce platforms. Three levels of consumers and online merchants put forward countermeasures and suggestions to improve the trust level of social e-commerce, such as improving the page design of platform, simplifying the operation steps, enriching the information content, improving the quality of information, and consumers participating actively in the exchange and discussion. The research in this paper broadens the research angle of electronic commerce, enriches the theoretical connotation of electronic commerce, and has certain theoretical and practical significance for the development of electronic commerce.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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