基于感知价值的社会化商务用户行为研究

发布时间：2018-03-26 03:00

本文选题：社会化商务　切入点：感知价值　出处：《山东财经大学》2015年硕士论文

【摘要】：Web2.0时代更加注重用户的地位,提高顾客的购物体验,社会化商务似乎更加迎合这样的需求,所以虽然社会化电子商务才刚刚起步,但其巨大的发展潜力有目共睹。社会化商务时代实现了真正意义上的“双赢”:消费者成为商务流程中的积极参与者,电子商务同时利用人际关系实现更好的营销。通过社会化商务,顾客可以在购买商品之前更好的了解商品,这种了解商品的途径不仅仅是网站所发布的广告和图片,更可以是通过朋友或者其他购买或者了解此商品的顾客的认知中了解,进而作出更明智、更准确的购买决策。所以了解并更好的利用社会化商务用户的购买行为和转发、评论、推荐等的非购买行为对于社会化商务网站来说才是核心竞争力,而如何找到促使消费者行为产生的前因,才是目前进一步完善社会化商务模式和促进社会化商务网站发展的一个首要任务。目前,关于社会化商务的研究还不是很多,而研究社会化商务下用户特有的行为更是少之又少。本文主要从感知价值这一角度出发,提出假设并分析验证了社会化商务用户的感知价值正向影响满意度、社会化商务的购买行为和购买后行为,社会化商务用户的满意度正向影响社会化商务用户的购买行为和购买后行为。本研究把感知价值分为四个维度,分别是情感价值、社会价值、功能价值、感知风险,通过提升感知价值提升用户行为,或者通过感知价值影响满意度,进而影响社会化商务用户的购买行为和非购买行为。找到社会化商务用户购买和购买后行为的前因,就是找到核心价值的触动点,社会化商务网站利用用户行为帮助企业宣传企业核心理念同时也能够提升消费者对品牌的认同感,缔造企业形象。社会化商务企业可以根据影响社会化商务用户行为的前因来制定更加成功的商业战略,加强与消费者的联系,促进消费者的行为,使顾客获得更加社交化和互动化购物体验,同时促进社会化商务企业的盈利。
[Abstract]:In the era of Web2.0, we pay more attention to the status of users and improve the shopping experience of customers. Social commerce seems to cater to such needs more, so although social e-commerce is just beginning, But its huge potential for development is obvious. In the age of social commerce, the real "win-win" is achieved: consumers become active participants in business processes, E-commerce also uses relationships to achieve better marketing. Through social commerce, customers can better understand goods before they buy them, not just through advertisements and pictures posted on websites. It can be learned through the knowledge of friends or other customers who buy or understand the product, and then they can make more informed and accurate purchase decisions, so understand and make better use of the purchase behavior and retweets and comments of social business users. Non-purchasing behaviors such as recommendations are the core competitiveness of socialized business websites, and how to find the root cause of consumer behavior, It is now a primary task to further improve the socialized business model and promote the development of socialized business websites. At present, there are not many studies on socialized commerce. However, there are few researches on the specific behaviors of users in social commerce. From the perspective of perceived value, this paper puts forward a hypothesis and analyzes and verifies the positive impact of perceived value on satisfaction of social business users. The purchase behavior and post-purchase behavior of socialized business, the satisfaction of socialized business users positively affect the purchasing behavior and post-purchase behavior of socialized business users. This study divides perceived value into four dimensions, which are emotional value. Social value, functional value, perceived risk, enhancing user behavior by enhancing perceived value, or influencing satisfaction through perceived value, And then it affects the purchasing behavior and non-purchasing behavior of socialized business users. Finding the front cause of the purchasing and post-purchase behavior of socialized business users is the touch point to find the core value. Social business websites use user behavior to help companies propagate the core ideas of the enterprise while also promoting consumers' identity to the brand. Social business enterprises can formulate more successful business strategies, strengthen contacts with consumers, and promote consumer behavior according to the antecedents that affect the behavior of socialized business users. To make customers more social and interactive shopping experience, while promoting the profitability of social business enterprises.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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