本文關(guān)鍵詞：社交商務(wù)評(píng)價(jià)信息分享對(duì)消費(fèi)者購(gòu)買行為的影響研究　出處：《江西財(cái)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(jìn)了與在線交易和商業(yè)活動(dòng)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(fèi)者的購(gòu)買行為,因此研究社交商務(wù)中的信息分享對(duì)深入研究消費(fèi)者行為和商家營(yíng)銷策略的制定都有著重要意義。本研究主要運(yùn)用文獻(xiàn)研究、多主體建模與仿真的方法構(gòu)建基于評(píng)價(jià)信息的社交商務(wù)消費(fèi)者行為模型。對(duì)社交商務(wù)中評(píng)價(jià)信息—信任—行為三者關(guān)系進(jìn)行分析。分析歸納對(duì)消費(fèi)者信任產(chǎn)生影響的評(píng)價(jià)信息,基于FIRE模型和ACT模型構(gòu)建社交商務(wù)中基于評(píng)價(jià)信息的消費(fèi)者信任度量模型,同時(shí)歸納總結(jié)出社交商務(wù)中消費(fèi)者信任評(píng)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(fèi)行為分析框架,構(gòu)建“信任導(dǎo)向”的社交商務(wù)消費(fèi)者交互行為規(guī)則分析,通過(guò)模擬仿真的方法分析信息分享對(duì)消費(fèi)者購(gòu)買行為的影響。研究發(fā)現(xiàn),在無(wú)信息分享的情況下,消費(fèi)者對(duì)環(huán)境的認(rèn)知速度較慢,在購(gòu)買決策時(shí)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(kuò)展,不僅使消費(fèi)者在信息的獲取量逐漸增多,同時(shí)也加速了消費(fèi)者對(duì)環(huán)境的認(rèn)知速度,社交商務(wù)中的信息分享路徑能夠使利消費(fèi)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(fèi)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(jìng)爭(zhēng)優(yōu)勢(shì)明顯,即便是優(yōu)質(zhì)商家在數(shù)量處于劣勢(shì),但依賴于社交商務(wù)的信息分享路徑,依然可以在較短時(shí)間建立起競(jìng)爭(zhēng)優(yōu)勢(shì)。但商家的交易量波動(dòng)幅度也會(huì)隨著信息分享路徑的擴(kuò)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(zhǔn)確評(píng)價(jià)的分享,并不會(huì)給消費(fèi)者決策的理性水平帶來(lái)較大的影響。消費(fèi)者依然分辨出劣質(zhì)商家。但在對(duì)于商品或服務(wù)質(zhì)量差別不大的商家來(lái)而言,不準(zhǔn)確信息的分享則會(huì)使消費(fèi)者對(duì)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(duì)較優(yōu)的商家無(wú)法確立市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)。不準(zhǔn)確信息的即便在數(shù)量上很小,但也會(huì)對(duì)社交商務(wù)市場(chǎng)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(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55

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