社交媒体时代网络互动对购买意愿的影响研究

发布时间：2018-05-03 15:45

本文选题：社会化媒体 + 网络互动　；参考：《上海工程技术大学》2015年硕士论文

【摘要】：在社交媒体迅猛发展、不断渗透人们社会生活各个方面的背景下,社交媒体在电子商务中的应用吸引了社会各界的关注,成为各行业争相追逐的热点领域。截止到2014年第二季度末,中国的网络用户人数突破6亿,网络使用普及率达46.9%,移动终端的网络用户人数超过5亿,并有持续上升趋势。基于因特网的应用经过多年的创新升级已与人们的生活、工作、学习等各方面紧密联系,其中以社交类应用最为突出。社交媒体的发展和应用让互联网真正实现了超越地域、文化、语言和社会阶层的人际交往和互动。这样的变化带来的影响是渗透人们生活、思维以及行为方式各方面的,它不仅改变了人们获取、分析和利用信息的方式,也改变了人们的决策模式。但是,与大多数经济发达国家相比,中国的社交媒体的发展还不成熟,学术界对社交媒体应用下的网络互动以及网络互动对消费者购买意愿的影响机制还没有统一、全面的认识,企业和创业者对于如何运用社交媒体建立品牌形象、传播营销信息以及引导消费者作出购买决策等方面尚处于摸索之中。学术界对消费者行为的研究相关论著十分丰富,但是大多从影响购买的直接因素进行探讨,从网络互动角度,尤其是基于网络时代最广泛、最普遍的社交化的网络互动来研究消费者购买行为的还很少。随着社会交往由现实穿越到网络、社会关系由线下蔓延到线上,网络互动在人们的生活、生产、消费等过程中扮演着越来越重要的角色,对人们的购买行为也产生举足轻重的影响。论文在参考和借鉴消费者行为学和营销学的基础上,综合参考消费心理学、社会心理学等学科的相关理论与分析思路,通过对比实际生活中人们的沟通往来和互动行为、总结前人的相关文献,总结出基于互联网的互动沟通在互动特性、互动场所、互动对象、互动内容等方面的特点,以信任态度为中介变量,构建网络互动对购买意愿的影响模型,通过问卷调查和样本研究等实证研究方法,深入地分析和论证社交时代中基于互联网的互动行为对购买意愿的作用机理。最后,论文结合研究结果给出建议,力图为企业在推进和优化网络营销提供具有高度可行性、有效性的方案对策。论文对于丰富消费者行为相关理论学说以及推进电子商务健康发展、帮助企业在网络营销中充分利用社交网络为广大消费者提供更精准、更全面、更优质的服务,增强自身市场竞争力有较大积极作用,这也将有助于我国进一步提高电子商务的经济效益和社会效益。
[Abstract]:With the rapid development of social media and the continuous penetration of all aspects of people's social life, the application of social media in electronic commerce has attracted the attention of all walks of life and become a hot area pursued by various industries. By the end of the second quarter of 2014, the number of network users in China had exceeded 600 million, the penetration rate of network use had reached 46.9 percent, and the number of network users on mobile terminals had exceeded 500 million, with a rising trend. After many years of innovation and upgrading, Internet-based applications have been closely related to people's life, work, learning and so on, among which social applications are the most prominent. The development and application of social media have enabled the Internet to achieve interpersonal interaction beyond geographical, cultural, linguistic and social strata. The influence brought by this kind of change permeates all aspects of people's life, thinking and behavior. It not only changes the way people obtain, analyze and use information, but also changes people's decision-making mode. However, compared with most of the developed countries, the development of social media in China is still immature, and there is no uniform mechanism for the influence of the network interaction and the network interaction on consumers' willingness to buy in the social media application. Comprehensive understanding, enterprises and entrepreneurs on how to use social media to build brand image, spread marketing information and guide consumers to make purchase decisions are still in the process of exploration. Academic research on consumer behavior is very rich, but mostly from the direct factors of purchase, from the perspective of network interaction, especially based on the most extensive network era. The most common form of social online interaction to study consumer buying behavior is rare. With the social interaction from reality through to the network, social relations spread from offline to online, network interaction in people's life, production, consumption and other processes plays an increasingly important role. To the people's purchase behavior also has the pivotal influence. On the basis of reference and reference of consumer behavior and marketing, the thesis synthesizes the relevant theories and analysis ideas of consumer psychology, social psychology and so on, and compares the communication and interaction behavior of people in real life. This paper summarizes the related literature of predecessors, summarizes the characteristics of interactive communication based on Internet, such as interactive characteristics, interactive places, interactive objects, interactive content, etc., and takes trust attitude as intermediary variable. This paper constructs a model of the influence of internet interaction on purchase intention, and through empirical research methods such as questionnaire survey and sample study, deeply analyzes and demonstrates the mechanism of Internet-based interactive behavior on purchase intention in the social age. Finally, the paper gives some suggestions based on the research results, and tries to provide highly feasible and effective solutions for enterprises to promote and optimize network marketing. The thesis can enrich the theory of consumer behavior and promote the healthy development of electronic commerce, and help enterprises make full use of social network to provide more accurate, more comprehensive and better service for consumers. It is helpful to further improve the economic and social benefits of electronic commerce in China.
【学位授予单位】：上海工程技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6

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