發(fā)布時(shí)間：2018-01-01 18:14

  本文關(guān)鍵詞：社交網(wǎng)絡(luò)下網(wǎng)絡(luò)口碑、價(jià)值共創(chuàng)對消費(fèi)者購買意愿的影響　出處：《北京郵電大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 社交網(wǎng)絡(luò) 網(wǎng)絡(luò)口碑 價(jià)值共創(chuàng) 購買意愿 消費(fèi)者

【摘要】：社交網(wǎng)絡(luò)在電子商務(wù)推廣中的作用日益顯現(xiàn),越來越多的電商平臺(tái)開始借助社交網(wǎng)站進(jìn)行品牌營銷；社交功能逐漸成為電商網(wǎng)站的標(biāo)配。由于消費(fèi)行為加入了“社會(huì)化推薦”和“社會(huì)化分享”,消費(fèi)者開始參與企業(yè)的價(jià)值創(chuàng)造。消費(fèi)領(lǐng)域的價(jià)值共創(chuàng)由消費(fèi)者主導(dǎo)并創(chuàng)造體驗(yàn)價(jià)值,因此成為一種全新的形式。在信息系統(tǒng)領(lǐng)域、市場營銷領(lǐng)域、服務(wù)科學(xué)與創(chuàng)新管理領(lǐng)域,價(jià)值共創(chuàng)仍是一個(gè)全新的研究主題。 本研究引入信任和價(jià)值共創(chuàng)理論來分析社交商務(wù)網(wǎng)絡(luò)下口碑如何影響購買意愿。首先,總結(jié)價(jià)值共創(chuàng)、信任和網(wǎng)絡(luò)口碑的研究成果,識(shí)別出關(guān)鍵因素。進(jìn)而通過現(xiàn)有研究中極少使用的社交框架來搭建一個(gè)完整的模型,詮釋上述因素間的關(guān)系。通過設(shè)定研究假設(shè)產(chǎn)生各因素測量項(xiàng),繼而形成調(diào)查問卷。獲得數(shù)據(jù)分析樣本之后通過SPSS20.0和AMOS17.0進(jìn)行實(shí)證分析,并根據(jù)性別和購買商品類型對模型進(jìn)行了分類討論。 實(shí)證分析結(jié)果表明,社交商務(wù)的網(wǎng)絡(luò)口碑通過信任既會(huì)影響用戶的購買意愿,也會(huì)影響用戶價(jià)值共創(chuàng)的參與程度,用戶在社交商務(wù)網(wǎng)站參與價(jià)值共創(chuàng)時(shí)也會(huì)影響其購買意愿。同時(shí)用戶的信任傾向以及其與社交商務(wù)發(fā)布信息的其他用戶之間的關(guān)聯(lián)程度,會(huì)正向調(diào)節(jié)網(wǎng)絡(luò)口碑對價(jià)值共創(chuàng)的影響。本研究為以后深入研究社交網(wǎng)絡(luò)下的價(jià)值共創(chuàng)與購買意愿的關(guān)系奠定了一定基礎(chǔ),市場營銷人員也會(huì)對社交網(wǎng)絡(luò)下的客戶關(guān)系管理有更深刻的體會(huì)。
[Abstract]:The role of social network in the promotion of e-commerce is becoming increasingly apparent, more and more e-commerce platforms begin to use social networking sites for brand marketing; Social function has gradually become the standard of e-commerce website. Because of consumption behavior, "social recommendation" and "social sharing" have been added. Consumers begin to participate in the value creation of enterprises. The value in the consumption field is created by the consumers and creates the experience value, so it becomes a new form. In the field of information system, marketing field. In the field of service science and innovation management, value creation is still a new research topic. This study introduces the theory of trust and value creation to analyze how word of mouth influences purchase intention under the social business network. Firstly, it summarizes the research results of value creation, trust and online word of mouth. Identify the key factors. Then build a complete model through the social framework which is rarely used in the existing research to explain the relationship between the above factors. Then a questionnaire was formed. After obtaining the data analysis samples, the empirical analysis was carried out through SPSS20.0 and AMOS17.0, and the model was classified and discussed according to gender and the type of goods purchased. The empirical results show that the online word-of-mouth of social business through trust will not only affect the willingness of users to buy, but also affect the degree of participation of users' value creation. When users participate in the value creation of social commerce sites, they will also affect their willingness to buy. At the same time, the trust tendency of users and the degree of connection between users and other users who publish information in social commerce will also be affected. This study will positively adjust the impact of online word-of-mouth on value creation. This study will lay a foundation for further research on the relationship between value creation and purchase intention under social network. Marketers will also have a deeper understanding of customer relationship management on social networks.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.55

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