社交因素对电子商务网站中消费者口碑发布动机及口碑发布意愿的影响研究

发布时间：2018-10-23 12:46

【摘要】：近年来,电子商务快速发展,网络购物已经成为大众的重要消费模式。在网络购物过程中,消费者口碑,尤其是网络口碑越来越多的为网络购物人群的决策提供重要的依据。与此同时,随着社交媒体的发展,社交媒体中的网络口碑信息对消费者的决策也产生了重要的影响。消费者口碑除了会影响购物决策,也会对后续的口碑发布行为产生影响,第三方评论网站的迅速崛起突显出了社交的重要作用,因此,传统电子商务网站也进一步强化了网站的社交功能,以增强用户社交。已有大量研究证实了社交对消费者口碑发布行为的影响,包括评论数量的增加等。这些研究的重点主要集中在社交因素对消费者口碑发布行为的显著影响上,而很少去研究口碑最初的生成机制,即消费者的口碑发布动机和口碑发布意愿,本研究试图探究电子商务网站中的用户社交对消费者口碑发布动机和口碑发布意愿的影响作用。本论文主要研究以下两个问题:社交因素是否会显著增强电子商务网站中消费者的口碑发布动机和口碑发布意愿?社交因素对消费者不同口碑发布动机的影响是否存在差异?论文的结论表明:社交因素显著增强电子商务网站中消费者的口碑发布动机和口碑发布意愿;而且社交因素对消费者不同的口碑发布动机的影响作用存在一定差异。
[Abstract]:In recent years, with the rapid development of electronic commerce, online shopping has become an important consumption mode of the public. In the process of online shopping, the consumers' word of mouth, especially the online word of mouth, provides an important basis for the decision-making of online shopping people. At the same time, with the development of social media, the online word-of-mouth information in social media has an important impact on consumer decision-making. Consumer word of mouth affects not only shopping decisions, but also subsequent word-of-mouth publishing behavior. The rapid rise of third-party comment sites highlights the important role of social networking, so, Traditional e-commerce website also further strengthened the social function of website, in order to enhance user social intercourse. A number of studies have confirmed the impact of social networking on consumers' word-of-mouth behavior, including an increase in the number of reviews. These studies mainly focus on the significant influence of social factors on consumers' word-of-mouth publishing behavior, and seldom study the initial generation mechanism of word-of-mouth, that is, consumers' motivation and willingness to publish word of mouth. This study attempts to explore the influence of user social interaction on consumers' motivation and willingness to publish word of mouth. This thesis focuses on the following two questions: will social factors significantly enhance consumers' motivation and willingness to publish word of mouth in e-commerce websites? Are there differences in the influence of social factors on consumers' motivation to publish word of mouth? The conclusion of this paper shows that: social factors significantly enhance consumers' motivation and willingness to publish word of mouth in e-commerce websites, and the influence of social factors on consumers' motivation to publish word of mouth is different to some extent.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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