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  本文關(guān)鍵詞：社交商務(wù)評價信息分享對消費者購買行為的影響研究　出處：《江西財經(jīng)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： 社交商務(wù) 信息分享 多主體仿真

【摘要】：社交商務(wù)是一種新一代的電子商務(wù),相較于傳統(tǒng)的電子商務(wù),社交商務(wù)以社交媒體和社交網(wǎng)絡(luò)為載體,促進了與在線交易和商業(yè)活動有關(guān)的信息交換。社交商務(wù)中的信息分享從各方面影響著社交商務(wù)中消費者的購買行為,因此研究社交商務(wù)中的信息分享對深入研究消費者行為和商家營銷策略的制定都有著重要意義。本研究主要運用文獻研究、多主體建模與仿真的方法構(gòu)建基于評價信息的社交商務(wù)消費者行為模型。對社交商務(wù)中評價信息—信任—行為三者關(guān)系進行分析。分析歸納對消費者信任產(chǎn)生影響的評價信息,基于FIRE模型和ACT模型構(gòu)建社交商務(wù)中基于評價信息的消費者信任度量模型,同時歸納總結(jié)出社交商務(wù)中消費者信任評估方法。另一方面以多主體建模的方法構(gòu)建社交商務(wù)中“信任導(dǎo)向”的消費行為分析框架,構(gòu)建“信任導(dǎo)向”的社交商務(wù)消費者交互行為規(guī)則分析,通過模擬仿真的方法分析信息分享對消費者購買行為的影響。研究發(fā)現(xiàn),在無信息分享的情況下,消費者對環(huán)境的認知速度較慢,在購買決策時所表現(xiàn)出的理性水平較弱。而隨著信息分享路徑的向外擴展,不僅使消費者在信息的獲取量逐漸增多,同時也加速了消費者對環(huán)境的認知速度,社交商務(wù)中的信息分享路徑能夠使利消費者做出更加理性的選擇。研究還發(fā)現(xiàn),社交商務(wù)信息分享使消費者在商家的選擇上趨于統(tǒng)一,能提供優(yōu)秀商品或者商家在社交商務(wù)中的競爭優(yōu)勢明顯,即便是優(yōu)質(zhì)商家在數(shù)量處于劣勢,但依賴于社交商務(wù)的信息分享路徑,依然可以在較短時間建立起競爭優(yōu)勢。但商家的交易量波動幅度也會隨著信息分享路徑的擴展而增大�！芭１扌�(yīng)”在社交商務(wù)中更加明顯。社交商務(wù)中不準確評價的分享,并不會給消費者決策的理性水平帶來較大的影響。消費者依然分辨出劣質(zhì)商家。但在對于商品或服務(wù)質(zhì)量差別不大的商家來而言,不準確信息的分享則會使消費者對他們的選擇造成一定的阻礙,最直接的影響就是商品質(zhì)量相對較優(yōu)的商家無法確立市場競爭優(yōu)勢。不準確信息的即便在數(shù)量上很小,但也會對社交商務(wù)市場的造成巨大的影響。
[Abstract]:Social business is a new generation of electronic commerce, electronic commerce compared with the traditional social business, with social media and social networks as the carrier, to promote the related online transactions and business information exchange. Social business information sharing from the aspects of social business affects the consumer buying behavior, so the study of social business information sharing to make in-depth study of consumer behavior and marketing strategy are of great significance. This research mainly uses the literature research method, construction of modeling and Simulation of multi subject consumer behavior social business evaluation model based on the information analysis of information behavior trust relationship between the three evaluation of social business. Analysis and evaluation of inductive influence consumer trust information, FIRE model and ACT model to evaluate the information consumer trust based on social business based on At the same time measurement model, summarized the evaluation methods of consumer trust in social business. On the other hand the multi-agent modeling method to construct social business trust oriented consumer behavior analysis framework, analysis of construction of "trust oriented" social business consumer interaction rules, analysis of effect of information sharing on consumer behavior by simulation method simulation. The study found that in the absence of information sharing under the condition of slow consumer awareness of the environment, reflected in the purchase decision of the rational level is weak. With the information sharing path outward, not only make consumers gradually increased in the amount of information, but also accelerated the consumer awareness of the environment the speed of information sharing, path of social business can make consumers make more rational choice. The study also found that social business information sharing to consumers Fee is unified in the business of choice, can provide significantly better goods or businesses in the social business competitive advantage, even in the number of high quality businesses at a disadvantage, but depends on the information sharing path of social business, still can establish competitive advantage in a short time. But the trading volume volatility for the business it will increase with the expansion of information sharing path. The "bullwhip effect" is more obvious in the social business. No accurate evaluation of social business share, bring greater influence and rational level will not give the decision of consumers. Consumers still distinguish inferior businesses. But in the similar goods or services to businesses in terms of quality the sharing of information is not accurate, the consumer will cause some obstacles to their choice, is the most direct impact on the quality of goods relatively better businesses to establish a competitive market Competitive advantage. Inaccurate information, even in small quantities, can also have a huge impact on the social business market.

【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55

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