社交电商网站用户购买意向驱动因素研究

发布时间：2018-03-21 01:52

本文选题：社交电商　切入点：网站特征　出处：《广西大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着社交网站的繁荣发展,社交网站与电子商务结合的产物——社交电商也开始逐渐走到人们的视野当中,尤其在近几年,社交电商网站更是研究的一个热点。目前社交电商网站的盈利模式主要还是从用户交易量当中抽取一定比率的佣金,因此用户的交易量对于网站的收入来说至关重要,而用户的交易量又跟用户对商品的购买意向相关。因此,本文从消费者感知的角度出发,从研究社交电商网站的基本特征为出发点,研究社交电商发展的特征与其用户的购买意向的关系,本文研究发现,社交电商网站具有三个主要特征,分别为：社交体验、商品特征和系统特征。其中,社交体验又包含了互动性和归属感两个维度,商品特征具有商品价格和商品性能两个维度,系统特征包含了资讯品质和安全性两个维度。此外,本研究还发现,以上这些特征及其因子都是通过用户感知价值来对其购买意向产生影响的,也就是感知价值是社交电商网站的特征与用户购买意向之间的中介变量。而社交电商网站的社区规模对其社交体验和系统特征与用户购买意向之间的关系存在明显的调节作用,对商品特征与用户购买意向的调节作用效果不明显。基于以上这些研究结论,我们也对社交电商网站的运营提出了相关建议,旨在帮助社交电商网站增强用户的购买意向,从而提高网站整体的交易量。
[Abstract]:With the prosperity and development of social networking sites, the product of the combination of social networking sites and e-commerce, social e-commerce began to gradually step into the eyes of people, especially in recent years, At present, the profit model of social ecommerce websites is mainly taking a certain percentage of commission from the transaction volume of users, so the transaction volume of users is very important to the revenue of the website. Therefore, from the perspective of consumer perception, this paper starts from the study of the basic characteristics of social ecommerce websites. This paper studies the relationship between the characteristics of the development of social ecommerce and the purchase intention of its users. It is found that there are three main characteristics of social ecommerce websites: social experience, commodity characteristics and system characteristics. Social experience includes two dimensions: interactivity and sense of belonging, commodity features have two dimensions of commodity price and commodity performance, and system features include two dimensions of information quality and security. These characteristics and their factors have an impact on the purchase intention through the perceived value of the user. That is, perceived value is the intermediary variable between the characteristics of social ecommerce website and the user's purchase intention, and the community size of the social ecommerce website has a significant role in regulating the relationship between its social experience and system characteristics and the user's purchase intention. Based on the above conclusions, we also put forward some suggestions for the operation of social ecommerce websites, in order to help social ecommerce websites enhance their purchasing intention. So as to improve the overall trading volume of the site.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55

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