社会化电子商务用户推荐对消费者购买意愿的影响研究
发布时间：2018-10-23 08:45
【摘要】：随着社会化媒体的渗透率不断提高,基于社会化媒体的新型电子商务——社会化电子商务发展势如破竹,成为了行业竞相追逐的热点。社会化电子商务被认为是web2.0的发展趋势,是未来电子商务的发展方向,将成为社交网络的引爆点。 社会化电子商务的运营要素在于推荐和分享。消费者在现实生活中做出购买决策时,最大的影响来自于朋友的建议,并且在朋友间的互动中,新的消费需求会被创造出来。它将现实与朋友中的互动转移到网络平台上,通过平台成员进行推荐、分享,形成类似于“朋友”的关系,进而影响平台成员消费决策。 用户推荐是社会化电子商务价值创造的源泉。本论文以用户推荐对消费者购买意愿影响为研究内容,借鉴电子商务口碑信息及虚拟社区等领域的相关研究,结合社会化电子商务背景,从推荐对象、推荐信息、信息接收者三个层面,以及消费者信任角度,提出概念模型,并且通过结构化方程的方法对此模型进行检验。实验结果显示,消费者信任是社会化电子商务购买意愿最重要影响因素。信任前因中,推荐人的专业能力和关系强度对消费者的信任影响最显著,地位影响程度次之。推荐信息层面上,详尽度和社群影响显著影响消费者信任态度。除了信任是显著影响消费者购买意愿的因素外,推荐人的专业能力、关系强度和推荐信息的社群影响同样能够直接影响到消费者购买意愿。其中,推荐人的专业能力影响程度仅次于信任,其次是关系强度、社群影响。 最后,本论文通过实证研究成果,给出了几点社会化电子商务的运营策略及建议,希望对社会化电子商务的发展有所裨益。
[Abstract]:With the increasing penetration of social media, the development of new e-commerce based on social media-socialized e-commerce has become a hot spot pursued by the industry. Social electronic commerce is regarded as the trend of web2.0 and the developing direction of electronic commerce in the future. It will become the tipping point of social network. The operational elements of social e-commerce lie in recommendation and sharing. When consumers make purchase decisions in real life, the greatest influence comes from the advice of friends, and in the interaction between friends, new consumer demand will be created. It transfers the interaction between reality and friends to the network platform, through the platform members to recommend, share, form a relationship similar to "friends", and then affect the platform members' consumption decisions. User recommendation is the source of social e-commerce value creation. This paper takes the influence of user recommendation on consumer's willingness to buy as the research content, draws lessons from the related research of e-commerce word-of-mouth information and virtual community, and combines with the background of socialized electronic commerce, from recommending object, recommending information, etc. A conceptual model is proposed from three levels of information receiver and consumer trust, and the model is tested by structured equation method. The experimental results show that consumer trust is the most important factor affecting the purchase intention of socialized e-commerce. The professional ability and relationship strength of the referees have the most significant influence on the trust of consumers, followed by the degree of influence on the status. At the level of recommendation information, detail and community influence significantly affect consumer trust attitude. In addition to the fact that trust is a significant factor affecting consumers' willingness to buy, the professional ability, relationship strength and community impact of recommendation information can also directly affect consumers' willingness to buy. The degree of professional competence of referees is second only to trust, followed by relationship strength and community influence. Finally, through empirical research results, this paper gives several operational strategies and suggestions of socialized electronic commerce, hoping to benefit the development of social electronic commerce.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F713.55
本文编号：2288730
[Abstract]:With the increasing penetration of social media, the development of new e-commerce based on social media-socialized e-commerce has become a hot spot pursued by the industry. Social electronic commerce is regarded as the trend of web2.0 and the developing direction of electronic commerce in the future. It will become the tipping point of social network. The operational elements of social e-commerce lie in recommendation and sharing. When consumers make purchase decisions in real life, the greatest influence comes from the advice of friends, and in the interaction between friends, new consumer demand will be created. It transfers the interaction between reality and friends to the network platform, through the platform members to recommend, share, form a relationship similar to "friends", and then affect the platform members' consumption decisions. User recommendation is the source of social e-commerce value creation. This paper takes the influence of user recommendation on consumer's willingness to buy as the research content, draws lessons from the related research of e-commerce word-of-mouth information and virtual community, and combines with the background of socialized electronic commerce, from recommending object, recommending information, etc. A conceptual model is proposed from three levels of information receiver and consumer trust, and the model is tested by structured equation method. The experimental results show that consumer trust is the most important factor affecting the purchase intention of socialized e-commerce. The professional ability and relationship strength of the referees have the most significant influence on the trust of consumers, followed by the degree of influence on the status. At the level of recommendation information, detail and community influence significantly affect consumer trust attitude. In addition to the fact that trust is a significant factor affecting consumers' willingness to buy, the professional ability, relationship strength and community impact of recommendation information can also directly affect consumers' willingness to buy. The degree of professional competence of referees is second only to trust, followed by relationship strength and community influence. Finally, through empirical research results, this paper gives several operational strategies and suggestions of socialized electronic commerce, hoping to benefit the development of social electronic commerce.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F713.55
【参考文献】
相关期刊论文 前2条
1 常亚平;邱媛媛;阎俊;张金隆;;虚拟社区知识共享主体对首购意愿的作用机理研究[J];管理科学;2011年02期
2 李正彪;一个综述:国外社会关系网络理论研究及其在国内企业研究中的运用[J];经济问题探索;2004年11期
相关博士学位论文 前3条
1 唐嘉庚;互动性对B2C环境下信任及购买行为倾向影响研究[D];复旦大学;2006年
2 包敦安;虚拟交易社区浏览者与发帖者类社会互动研究[D];大连理工大学;2010年
3 梦非;社会化商务环境下意见领袖对购买意愿的影响研究[D];南京大学;2012年
相关硕士学位论文 前3条
1 琚潇;社会化电子商务的用户使用意向研究[D];北京邮电大学;2012年
2 罗时鑫;口碑沟通对购买决策的影响研究[D];浙江大学;2007年
3 何宗蔚;基于SNS模式的电子商务研究[D];华中科技大学;2009年
，本文编号：2288730
本文链接：https://www.wllwen.com/jingjilunwen/dianzishangwulunwen/2288730.html
