【摘要】：隨著社會化媒體的滲透率不斷提高,基于社會化媒體的新型電子商務——社會化電子商務發(fā)展勢如破竹,成為了行業(yè)競相追逐的熱點。社會化電子商務被認為是web2.0的發(fā)展趨勢,是未來電子商務的發(fā)展方向,將成為社交網絡的引爆點。 社會化電子商務的運營要素在于推薦和分享。消費者在現實生活中做出購買決策時,最大的影響來自于朋友的建議,并且在朋友間的互動中,新的消費需求會被創(chuàng)造出來。它將現實與朋友中的互動轉移到網絡平臺上,通過平臺成員進行推薦、分享,形成類似于“朋友”的關系,進而影響平臺成員消費決策。 用戶推薦是社會化電子商務價值創(chuàng)造的源泉。本論文以用戶推薦對消費者購買意愿影響為研究內容,借鑒電子商務口碑信息及虛擬社區(qū)等領域的相關研究,結合社會化電子商務背景,從推薦對象、推薦信息、信息接收者三個層面,以及消費者信任角度,提出概念模型,并且通過結構化方程的方法對此模型進行檢驗。實驗結果顯示,消費者信任是社會化電子商務購買意愿最重要影響因素。信任前因中,推薦人的專業(yè)能力和關系強度對消費者的信任影響最顯著,地位影響程度次之。推薦信息層面上,詳盡度和社群影響顯著影響消費者信任態(tài)度。除了信任是顯著影響消費者購買意愿的因素外,推薦人的專業(yè)能力、關系強度和推薦信息的社群影響同樣能夠直接影響到消費者購買意愿。其中,推薦人的專業(yè)能力影響程度僅次于信任,其次是關系強度、社群影響。 最后,本論文通過實證研究成果,給出了幾點社會化電子商務的運營策略及建議,希望對社會化電子商務的發(fā)展有所裨益。
[Abstract]:With the increasing penetration of social media, the development of new e-commerce based on social media-socialized e-commerce has become a hot spot pursued by the industry. Social electronic commerce is regarded as the trend of web2.0 and the developing direction of electronic commerce in the future. It will become the tipping point of social network. The operational elements of social e-commerce lie in recommendation and sharing. When consumers make purchase decisions in real life, the greatest influence comes from the advice of friends, and in the interaction between friends, new consumer demand will be created. It transfers the interaction between reality and friends to the network platform, through the platform members to recommend, share, form a relationship similar to "friends", and then affect the platform members' consumption decisions. User recommendation is the source of social e-commerce value creation. This paper takes the influence of user recommendation on consumer's willingness to buy as the research content, draws lessons from the related research of e-commerce word-of-mouth information and virtual community, and combines with the background of socialized electronic commerce, from recommending object, recommending information, etc. A conceptual model is proposed from three levels of information receiver and consumer trust, and the model is tested by structured equation method. The experimental results show that consumer trust is the most important factor affecting the purchase intention of socialized e-commerce. The professional ability and relationship strength of the referees have the most significant influence on the trust of consumers, followed by the degree of influence on the status. At the level of recommendation information, detail and community influence significantly affect consumer trust attitude. In addition to the fact that trust is a significant factor affecting consumers' willingness to buy, the professional ability, relationship strength and community impact of recommendation information can also directly affect consumers' willingness to buy. The degree of professional competence of referees is second only to trust, followed by relationship strength and community influence. Finally, through empirical research results, this paper gives several operational strategies and suggestions of socialized electronic commerce, hoping to benefit the development of social electronic commerce.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F724.6;F713.55

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本文編號：2288730