本文選題：社交網(wǎng)絡(luò)服務(wù)　切入點(diǎn)：活躍行為　出處：《華中科技大學(xué)》2014年博士論文

【摘要】：社交網(wǎng)絡(luò)服務(wù)(SNS)逐漸融入人們的生活,SNS中豐富的內(nèi)容和關(guān)系資源在改變?nèi)藗兊纳缃荒Ｊ胶蜎Q策機(jī)制中起著越來(lái)越重要的作用,同時(shí)社會(huì)化商務(wù)的發(fā)展讓SNS紛紛在其網(wǎng)站上加入商務(wù)應(yīng)用或與電子商務(wù)網(wǎng)站結(jié)合,使用戶越來(lái)越多的發(fā)生社交行為驅(qū)動(dòng)的購(gòu)買決策。但中國(guó)SNS的發(fā)展面臨兩個(gè)主要問題：一是用戶的社交行為活躍水平低,制約了SNS的營(yíng)銷資本和盈利能力；二是在設(shè)計(jì)商務(wù)應(yīng)用中無(wú)章可循,限制了SNS由社交服務(wù)向社會(huì)化商務(wù)商業(yè)模式的轉(zhuǎn)變。為了解決這兩個(gè)問題,本文深入探討了SNS用戶的社交活躍行為和購(gòu)買決策機(jī)制,為企業(yè)提升用戶活躍水平和設(shè)計(jì)商務(wù)應(yīng)用提供指導(dǎo)。同時(shí),本文也為社會(huì)心理學(xué)中用戶行為、價(jià)值共創(chuàng)模式、社會(huì)化商務(wù)中用戶行為及社會(huì)化商務(wù)元素設(shè)計(jì)的相關(guān)研究具有理論貢獻(xiàn),為未來(lái)的研究提供理論框架和測(cè)量模型。 本文分為5個(gè)子研究,以SNS用戶活躍行為度量為核心,分三個(gè)子研究完成對(duì)SNS用戶活躍行為的范圍界定、測(cè)量量表開發(fā)和驅(qū)動(dòng)因素探究；分兩個(gè)子研究探討SNS用戶在社會(huì)化商務(wù)元素中的社交行為在改變用戶商務(wù)行為決策過程和決策質(zhì)量中的作用。 本文首先對(duì)SNS用戶活躍行為的具體內(nèi)容進(jìn)行了解析,并構(gòu)建了一個(gè)分類框架。用Delphi法,采用2組專家,提煉SNS用戶具體活躍行為,并對(duì)其進(jìn)行精簡(jiǎn),最終將25個(gè)具體活躍行為劃分四個(gè)類別：內(nèi)容創(chuàng)造行為、內(nèi)容傳播行為、關(guān)系構(gòu)建行為和關(guān)系維持行為。此分類框架反映了SNS用戶與網(wǎng)站的價(jià)值共創(chuàng)模式。 其次,本文構(gòu)建了SNS用戶活躍行為的測(cè)量模型�；�477份SNS用戶調(diào)查數(shù)據(jù),經(jīng)過探索性因子分析和驗(yàn)證性因子分析,一階因子測(cè)量模型和二階因子測(cè)量模型都達(dá)到滿意的擬合優(yōu)度,最終保留的四個(gè)因子和16個(gè)指標(biāo)項(xiàng)具有良好的信度和效度,表示本研究開發(fā)的測(cè)量工具可以被用在將來(lái)的實(shí)證研究中。 第三,本文通過集成承諾理論、社會(huì)支持理論、沉沒成本理論和社會(huì)影響理論構(gòu)建模型,實(shí)證研究了決定用戶總體活躍行為的心智模式以及影響這些心智模式的環(huán)境因素。通過對(duì)1239位人人網(wǎng)用戶的數(shù)據(jù)收集和分析,模型結(jié)果顯示,情感承諾和持續(xù)承諾是決定SNS用戶總體活躍行為的主要心智模式,情感支持和信息支持構(gòu)建情感承諾,聲譽(yù)資本和關(guān)系資本構(gòu)建持續(xù)承諾,社會(huì)規(guī)范和從眾構(gòu)建規(guī)范承諾。研究結(jié)果擴(kuò)展了相關(guān)理論應(yīng)用和豐富了SNS領(lǐng)域研究視角,并對(duì)SNS運(yùn)營(yíng)商提高其用戶活躍水平具有指導(dǎo)意義。 SNS中商務(wù)應(yīng)用中包含了各種社會(huì)化商務(wù)元素,用戶在社會(huì)化商務(wù)元素中的社交行為會(huì)改變用戶的商務(wù)決策過程和決策質(zhì)量。本文結(jié)合社會(huì)學(xué)習(xí)理論和態(tài)度的情感維度和認(rèn)知維度的劃分,構(gòu)建研究模型探究用戶在社會(huì)化商務(wù)元素中的行為對(duì)SNS用戶購(gòu)買決策過程的影響。經(jīng)過實(shí)證檢驗(yàn),本文發(fā)現(xiàn)用戶在社會(huì)化商務(wù)元素中的學(xué)習(xí)行為可以從情感覺醒和認(rèn)知覺醒兩個(gè)方面激發(fā)用戶的態(tài)度,態(tài)度又進(jìn)一步引發(fā)用戶在社會(huì)化商務(wù)網(wǎng)站中的購(gòu)買決策。本文在一個(gè)模型中包含三種社會(huì)化商務(wù)元素(論壇和社區(qū)、評(píng)分和評(píng)論、用戶推薦),區(qū)分了不同社會(huì)化商務(wù)元素在改變用戶的決策過程的不同作用。 最后,本文結(jié)合社會(huì)學(xué)習(xí)理論和不確定性理論,構(gòu)建研究模型,研究了SNS用戶在三種社會(huì)化商務(wù)元素中的學(xué)習(xí)行為如何影響用戶決策時(shí)面臨的心理不確定性,及心理不確定性如何進(jìn)一步影響用戶的決策質(zhì)量。實(shí)證分析結(jié)果發(fā)現(xiàn),需求不確定性是降低用戶決策質(zhì)量的最重要的因素,產(chǎn)品質(zhì)量不確定性會(huì)提高決策質(zhì)量,而賣家質(zhì)量不確定性對(duì)決策質(zhì)量沒有影響。論壇和社區(qū)中的學(xué)習(xí)行為僅降低需求不確定性,評(píng)分和評(píng)論中的學(xué)習(xí)行為可以降低需求不確定性和提高產(chǎn)品質(zhì)量不確定性,用戶推薦中的學(xué)習(xí)行為可以提高賣家質(zhì)量不確定性。另外,這些影響關(guān)系都受到產(chǎn)品類型(搜索型產(chǎn)品和體驗(yàn)型產(chǎn)品)的調(diào)節(jié)。本文的研究結(jié)果豐富了我們對(duì)SNS中用戶購(gòu)買決策機(jī)制的理解,擴(kuò)展了社會(huì)學(xué)習(xí)理論和不確定性理論的應(yīng)用范圍,并為SNS運(yùn)營(yíng)商制定相應(yīng)的策略來(lái)推廣社會(huì)化商務(wù)應(yīng)用及設(shè)計(jì)社會(huì)化商務(wù)元素提供建議。
[Abstract]:Social network service ( SNS ) is gradually merged into people ' s life , and the rich content and relationship resources in SNS play an increasingly important role in changing the social model and decision - making mechanism . At the same time , the development of social business makes SNS join commercial application on its website or combine with e - commerce website to make users more and more purchasing decisions driven by social behavior . But the development of SNS in China faces two main problems : Firstly , the social behavior of users is low , which restricts the marketing capital and profitability of SNS ;
In order to solve these two problems , this paper deeply discusses the social activity behavior and purchasing decision - making mechanism of SNS users . In order to solve these two problems , this paper probes into the social activity behavior and purchasing decision - making mechanism of SNS users , and provides guidance for enterprises to improve user activity level and design business application . At the same time , this paper also provides theoretical contribution to the research of user behavior , value co - creation mode , user behavior and social business element design in social psychology , and provides theoretical framework and measurement model for future research .

This paper is divided into 5 sub - studies , taking SNS user active behavior measures as the core , and dividing three sub - studies to define the range definition , measurement scale development and driving factors of SNS user activity behavior ;
The social behaviors of SNS users in social business elements are discussed in terms of two sub - studies , and the role of SNS users in changing the decision - making process and decision - making quality of the user ' s business behavior is discussed .

This paper first analyzes the concrete contents of the active behavior of SNS users , and constructs a classification framework . Using Delphi method , two groups of experts are used to refine the specific activity of SNS users and to streamline them . Finally , 25 specific active behaviors are divided into four categories : content creation behavior , content dissemination behavior , relationship building behaviors and relationship maintenance behaviors . The classification framework reflects the value co - creation mode of SNS users and websites .

Secondly , this paper constructs the measurement model of the active behavior of SNS users . Based on 477 SNS user survey data , the first - order factor measurement model and the second - order factor measurement model are satisfied with the reliability and validity of the first - order factor measurement model and the second - order factor measurement model based on 477 SNS user survey data , which means that the measurement tools developed in this study can be used in the future empirical research .

Thirdly , through integrating the theory of commitment theory , social support theory , sunk cost theory and social influence theory , this paper studies the mental mode of determining user ' s overall active behavior and the environmental factors that influence these mental modes .

In this paper , the influence of user ' s behavior on the purchasing decision - making process of SNS users is studied by means of social learning theory and attitude . In this paper , we find that the user ' s behavior in social business elements can stimulate users ' attitude towards the purchasing decision - making process of SNS users .

Finally , based on the theory of social learning and uncertainty theory , this paper constructs a research model , and studies how the learning behavior of SNS users in three kinds of social business elements affects user ' s decision - making quality . The empirical analysis results show that demand uncertainty is the most important factor to reduce the user ' s decision - making quality .

【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2014
【分類號(hào)】：TP393.09;F713.55

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本文編號(hào)：1722214