在社会化电商中用户社区信息对消费者信任和购买意愿的影响

发布时间：2018-12-27 18:48

【摘要】：移动购物已经成为一种非常重要的电商购物形式,消费者可以通过无线网络在移动设备上购买自己喜欢的产品或服务。移动购物为消费者提供了便捷性、位置意识、环境意识和其他个性化服务,这些个性化服务具有显著的价值,使移动购物和传统的网络购物区分开来。目前越来越多的移动购物平台将购物和社区结合起来,如小红书、蘑菇街等。在传统电商不能满足用户更高层次需求的情况下内容电商应运而生,在内容传递中电商平台发生了转变,从以产品为中心的"购物式"转变成了以消费者为中心的"社区式"购物平台。社会化商务的概念最早是由雅虎公司在2005年提出的,目前为止并没有一个关于社会化商务的非常标准化的定义,但我们一般可以认为社会化商务是电子商务和社交媒体或社区的结合,目前在社会化商务领域,研究社区和购物平台关系的文章还比较少,本文主要是通过实验的方法,分析用户社区的信息类型和信息源不同是否会影响用户感知的信息源可信度和信息质量,而这些对用户社区的感知是否会影响消费者对社会化电商平台的信任,进而影响消费者的购买意愿,这是我们这篇文章想要解决的问题。通过实验的方法我们得出体验型信息相对非体验型信息有着更高的信息源可信度和信息质量,与此同时,研究证实信息来源于使用者时,来源可信度更高,信息来源可信性和感知信息质量与对购物平台信任是正向的关系,当消费者对购物平台的信任程度高时,消费者在此购买平台的购买意愿也会提高。
[Abstract]:Mobile shopping has become a very important form of e-commerce shopping, consumers can buy their favorite products or services on mobile devices via wireless network. Mobile shopping provides convenience, location awareness, environmental awareness and other personalized services for consumers. These personalized services have significant value and distinguish mobile shopping from traditional online shopping. At present, more and more mobile shopping platforms combine shopping with the community, such as Little Red Book, Mogujie and so on. Under the situation that the traditional e-commerce can not meet the higher demands of the users, the content e-commerce emerges as the times require, and the e-commerce platform for content delivery has changed. From product-centric shopping to consumer-centered community shopping platforms. The concept of social commerce was first proposed by Yahoo in 2005. So far, there is no very standardized definition of social commerce. However, we generally think that social commerce is a combination of electronic commerce and social media or community. At present, there are few articles on the relationship between community and shopping platform in the field of social commerce. This paper analyzes whether the different types and sources of information in the user community will affect the credibility and quality of the information sources perceived by the user, and whether these perceptions of the user community will affect the trust of consumers in the social ecommerce platform. And then affect the consumer's willingness to buy, this is the article we want to solve the problem. Through the method of experiment, we draw the conclusion that the experiential information has higher credibility and quality than non-experiential information. At the same time, when the information comes from the user, the credibility of the source is higher. Credibility of information sources and perceived quality of information are positively related to trust in shopping platforms. When consumers have a high degree of trust in shopping platforms, consumers' willingness to purchase a shopping platform will also increase.
【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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