本文選題：社會化電子商務(wù) + 電子商務(wù)信任��； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)基礎(chǔ)設(shè)施及相關(guān)法律法規(guī)的逐漸完善,我國的互聯(lián)網(wǎng)行業(yè)進(jìn)入了不斷加速的發(fā)展階段�；ヂ�(lián)網(wǎng)行業(yè)之中社會化媒體的發(fā)展尤為迅速,其中以微信為代表的親密關(guān)系鏈社交模式和以微博為代表的“關(guān)注+娛樂”模式的混合社交模式成為資本市場比較青睞的商業(yè)模式。另一方面,電子商務(wù)的發(fā)展也越發(fā)成熟,國內(nèi)的淘寶和京東也處于迅猛發(fā)展階段,各電子商務(wù)平臺不斷尋求新的利潤增長點(diǎn),這一過程中促使電子商務(wù)的技術(shù)和運(yùn)營模式不斷更新。而在不斷地探索之中,社會化媒體與電子商務(wù)簽收形成的社會化電子商務(wù)成為了二者共同的業(yè)務(wù)亮點(diǎn)。社會化媒體在為電子商務(wù)的開展注入了新鮮的血液,同時(shí)網(wǎng)絡(luò)購物也成為社會化媒體的又一盈利方式。目前,社會化電子商務(wù)在國內(nèi)尚處于新生階段,各企業(yè)仍處于初步探索中,與傳統(tǒng)電子商務(wù)相比,社會化電子商務(wù)同樣面臨如何建立用戶初始信任的問題,更因社會化媒體特性的融入,導(dǎo)致影響社會化電子商務(wù)初始信任的因素變得更為復(fù)雜。本研究通過研究影響社會化電子商務(wù)消費(fèi)者初始信任的影響因素,深入發(fā)掘了各影響因素通過何種機(jī)制影響社會化電子商務(wù)環(huán)境下消費(fèi)者的初始信任。分類的討論模式有助于企業(yè)針對性地使用關(guān)于初始信任建立的相關(guān)建議,進(jìn)而提高績效,獲取實(shí)際的經(jīng)濟(jì)利益。本研究引入了具有理論和實(shí)踐意義的社會化媒體因素進(jìn)入模型,確定本研究所使用的社會化電子商務(wù)環(huán)境下消費(fèi)者初始信任模型。通過問卷調(diào)查的方法,以參與過社會化電子商務(wù)活動的消費(fèi)者為研究對象,借助SPSS軟件的統(tǒng)計(jì)分析功能對經(jīng)過篩選的255份參調(diào)消費(fèi)者的有效樣本進(jìn)行分析。研究結(jié)果驗(yàn)證了本研究所提出的假設(shè),支持該假設(shè)模型,最終得到以下結(jié)論:(1)本研究驗(yàn)證了感知有用性在社會化電子商務(wù)交易經(jīng)驗(yàn)與初始信任之間的中介作用。社會化電子商務(wù)交易經(jīng)驗(yàn)對于初始信任有顯著的影響,社會化電子商務(wù)中推薦該商品的好友是否具有交易經(jīng)驗(yàn)直接影響消費(fèi)者對該商品或服務(wù)的初始信任。本研究還發(fā)現(xiàn),推薦該商品的好友的社會化電子商務(wù)交易經(jīng)驗(yàn)還對消費(fèi)者的感知有用性有顯著影響,有相關(guān)購物經(jīng)驗(yàn)的好友的推薦對于消費(fèi)者做出購買選擇有一定的參考價(jià)值,社會化電子商務(wù)交易經(jīng)驗(yàn)不僅對初始信任具有積極的直接影響,還可以通過影響消費(fèi)者的感知有用性進(jìn)而影響初始信任。(2)本研究驗(yàn)證了信任傾向在社交網(wǎng)絡(luò)成員關(guān)系與初始信任之間的中介作用。社交網(wǎng)絡(luò)成員關(guān)系對于初始信任有顯著的影響,社會化電子商務(wù)中推薦該商品或服務(wù)的好友與消費(fèi)者的關(guān)系親密及日常互動行為影響消費(fèi)者對該商品或服務(wù)的初始信任。推薦該商品或服務(wù)的好友的社交網(wǎng)絡(luò)成員關(guān)系還對消費(fèi)者的信任傾向有顯著影響,消費(fèi)者更傾向于信任關(guān)系較為親密、日�；顒虞^多的好友的推薦,社交網(wǎng)絡(luò)成員關(guān)系不僅對初始信任具有積極的直接影響,還可以通過影響消費(fèi)者的信任傾向進(jìn)而影響初始信任。
[Abstract]:With the gradual improvement of the Internet infrastructure and related laws and regulations, the Internet industry in China has entered an accelerating stage of development. The development of social media in the Internet industry is particularly rapid, in which the social model of the close relationship, represented by WeChat, and the "concern + entertainment" model represented by micro-blog On the other hand, the development of e-commerce is becoming more mature, and the domestic Taobao and Jingdong are also in the stage of rapid development. Each e-commerce platform is constantly seeking new profit growth points. In this process, the technology and operation mode of electronic commerce are constantly updated. In the course of exploration, social media and electronic commerce signed by the social media and electronic commerce have become the two common business highlights. Social media has injected fresh blood into the development of e-commerce, and online shopping has become another profit mode of social media. At the stage, the enterprises are still in the preliminary exploration. Compared with the traditional e-commerce, the social e-commerce is also faced with the problem of how to establish the initial trust of the users. The factors that affect the initial trust of the socialized e-commerce have become more complicated because of the integration of the social media characteristics. The influencing factors of the initial trust of the business consumers have been deeply explored in this study. The mechanism of the influence factors affects the initial trust of consumers in the socialized e-business environment. The classified discussion model helps enterprises to use relevant suggestions on the establishment of initial trust to improve performance and obtain actual economic benefits. The social media factors which have theoretical and practical significance are introduced into the model to determine the consumer initial trust model under the socialized e-commerce environment used in this study. Through the questionnaire survey, the consumers who participated in the social e-business activities were used to study the image and the statistical analysis function of the SPSS software. The effective samples of 255 selected consumers are analyzed. The results verify the hypothesis proposed in this study, support the hypothesis model, and finally get the following conclusions: (1) this study validates the intermediary role of perceived usefulness in social e-commerce transaction experience and initial trust. The initial trust has a significant impact on the initial trust of the friends who recommend the good friends of the commodity in the social e-commerce. This study also found that the social e-business experience recommended by the good friends of the commodity also has a significant impact on the perceived usefulness of the consumer. The recommendation of close friends on shopping experience has a certain reference value for consumers to make a purchase choice. Social e-business transaction experience not only has a positive direct impact on the initial trust, but also affects the perceived usefulness of consumers to influence the initial trust. (2) this study verifies that trust tends to become a social network. The intermediary role between the relationship and the initial trust. The relationship between the social network and the initial trust has a significant impact on the initial trust. In the social e-commerce, the close relationship between the good friends and the consumers of the goods or services and the daily interaction affect the consumer's initial trust in the goods or services. The social network membership also has a significant impact on the consumer's trust tendency. Consumers tend to be more close to the trust relationship, the recommendation of more daily activities, and the social network membership not only has a positive direct impact on the initial trust, but also affects the consumer's trust tendency to influence the initial trust.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F713.55

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