社交电子商务网站中用户参与行为对产品口碑传播的影响
发布时间：2019-06-29 07:50
【摘要】：社交电子商务是电子商务的一种新模式,以社交网站等社交媒体为传播途径,利用用户自生内容以及社交互动等手段促进商品的购买与销售。2011年,我国各种社交电子商务网站如雨后春笋般崛起,为电子商务领域的发展迎来了又一个春天!这种社交电子商务网站的目的不只是为了产生直接的交易,更主要的是推动商品在用户之间的“口口相传”,从而产生中介交易。因此,产品的口碑传播是社交电子商务的一个重要方面,也是该类型网站利润的主要来源。 作为一个新兴事物,社交电子商务网中的产品口碑传播尚未有学者对其进行研究。本文将针对这一空缺,用实证的研究方法探讨在社交电子商务网站这一特殊背景下,用户的参与行为对产品口碑传播的影响。 在对国内、外文献进行回顾的基础上,本文将社交电子商务网站中用户的参与行为分为构建人际网络与信息分享两个维度,建立概念模型解释其在该类网站对产品口碑传播(口碑数量、口碑传播离散度)的影响,致力于挖掘用户主动参与行为的重要性,并对如何扩大产品口碑影响范围提出指导意见。 为了验证模型,本文以“美丽说”网站为研究实例,在2012年4月11日与2012年4月25日分别收集了297位用户的各项资料,包括其粉丝、关注、分享的宝贝、获得的产品口碑以及这些口碑的分布情况等等,以这段时间内的数据为研究样本,再根据建立的数学模型进行实证分析。分析结果基本支持了文中第三章所提出的各假设,最后得出如下结果：社交电子商务网站中,用户的人际交往行为与信息分享行为对产品的口碑数量、产品口碑传播的离散度均有显著的正向影响,也就是说如果用户的人际交往能力越强、产品分享行为越积极,那么该用户发布的产品将更加频繁地被大众传播,并且更容易传播到不同的群体之中,扩大其影响力。
[Abstract]:Social e-commerce is a new mode of e-commerce, using social media such as social networking sites as the means to promote the purchase and sale of goods. In 2011, various social e-commerce websites in China sprung up like bamboo shoots after a spring rain, which ushered in another spring for the development of e-commerce. The purpose of this social e-commerce site is not only to generate direct transactions, but also to promote the "word of mouth" of goods between users, resulting in intermediary transactions. Therefore, the word-of-mouth communication of products is an important aspect of social e-commerce, and it is also the main source of profit for this type of website. As a new thing, the word-of-mouth communication of products in social e-commerce networks has not yet been studied by scholars. In view of this vacancy, this paper will use empirical research methods to explore the impact of users' participation behavior on product word-of-mouth communication under the special background of social e-commerce sites. On the basis of reviewing the domestic and foreign literature, this paper divides the participation behavior of users in social e-commerce websites into two dimensions: constructing interpersonal network and sharing information, establishes a conceptual model to explain its influence on product word-of-mouth communication (word-of-mouth number, word-of-mouth dissemination dispersion), devotes itself to excavating the importance of users' active participation behavior, and puts forward some suggestions on how to expand the influence range of product word-of-mouth. In order to verify the model, taking Meili Shuo website as an example, this paper collected the data of 297 users on April 11, 2012 and April 25, 2012, respectively, including their fans, attention, shared treasure, product word-of-mouth and the distribution of these word-of-mouth, etc., taking the data during this period as research samples, and then making an empirical analysis according to the established mathematical model. The results of the analysis basically support the assumptions put forward in the third chapter of this paper. Finally, the following results are obtained: in the social e-commerce website, the user's interpersonal communication behavior and information sharing behavior have a significant positive impact on the number of word-of-mouth and the dispersion of product word-of-mouth communication, that is to say, the stronger the user's interpersonal communication ability, the more positive the product sharing behavior. Then the product released by the user will be disseminated more frequently by the public, and it will be easier to spread to different groups and expand its influence.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6
本文编号：2507668
[Abstract]:Social e-commerce is a new mode of e-commerce, using social media such as social networking sites as the means to promote the purchase and sale of goods. In 2011, various social e-commerce websites in China sprung up like bamboo shoots after a spring rain, which ushered in another spring for the development of e-commerce. The purpose of this social e-commerce site is not only to generate direct transactions, but also to promote the "word of mouth" of goods between users, resulting in intermediary transactions. Therefore, the word-of-mouth communication of products is an important aspect of social e-commerce, and it is also the main source of profit for this type of website. As a new thing, the word-of-mouth communication of products in social e-commerce networks has not yet been studied by scholars. In view of this vacancy, this paper will use empirical research methods to explore the impact of users' participation behavior on product word-of-mouth communication under the special background of social e-commerce sites. On the basis of reviewing the domestic and foreign literature, this paper divides the participation behavior of users in social e-commerce websites into two dimensions: constructing interpersonal network and sharing information, establishes a conceptual model to explain its influence on product word-of-mouth communication (word-of-mouth number, word-of-mouth dissemination dispersion), devotes itself to excavating the importance of users' active participation behavior, and puts forward some suggestions on how to expand the influence range of product word-of-mouth. In order to verify the model, taking Meili Shuo website as an example, this paper collected the data of 297 users on April 11, 2012 and April 25, 2012, respectively, including their fans, attention, shared treasure, product word-of-mouth and the distribution of these word-of-mouth, etc., taking the data during this period as research samples, and then making an empirical analysis according to the established mathematical model. The results of the analysis basically support the assumptions put forward in the third chapter of this paper. Finally, the following results are obtained: in the social e-commerce website, the user's interpersonal communication behavior and information sharing behavior have a significant positive impact on the number of word-of-mouth and the dispersion of product word-of-mouth communication, that is to say, the stronger the user's interpersonal communication ability, the more positive the product sharing behavior. Then the product released by the user will be disseminated more frequently by the public, and it will be easier to spread to different groups and expand its influence.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6
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