【摘要】：移動(dòng)購(gòu)物已經(jīng)成為一種非常重要的電商購(gòu)物形式,消費(fèi)者可以通過(guò)無(wú)線網(wǎng)絡(luò)在移動(dòng)設(shè)備上購(gòu)買自己喜歡的產(chǎn)品或服務(wù)。移動(dòng)購(gòu)物為消費(fèi)者提供了便捷性、位置意識(shí)、環(huán)境意識(shí)和其他個(gè)性化服務(wù),這些個(gè)性化服務(wù)具有顯著的價(jià)值,使移動(dòng)購(gòu)物和傳統(tǒng)的網(wǎng)絡(luò)購(gòu)物區(qū)分開(kāi)來(lái)。目前越來(lái)越多的移動(dòng)購(gòu)物平臺(tái)將購(gòu)物和社區(qū)結(jié)合起來(lái),如小紅書(shū)、蘑菇街等。在傳統(tǒng)電商不能滿足用戶更高層次需求的情況下內(nèi)容電商應(yīng)運(yùn)而生,在內(nèi)容傳遞中電商平臺(tái)發(fā)生了轉(zhuǎn)變,從以產(chǎn)品為中心的"購(gòu)物式"轉(zhuǎn)變成了以消費(fèi)者為中心的"社區(qū)式"購(gòu)物平臺(tái)。社會(huì)化商務(wù)的概念最早是由雅虎公司在2005年提出的,目前為止并沒(méi)有一個(gè)關(guān)于社會(huì)化商務(wù)的非常標(biāo)準(zhǔn)化的定義,但我們一般可以認(rèn)為社會(huì)化商務(wù)是電子商務(wù)和社交媒體或社區(qū)的結(jié)合,目前在社會(huì)化商務(wù)領(lǐng)域,研究社區(qū)和購(gòu)物平臺(tái)關(guān)系的文章還比較少,本文主要是通過(guò)實(shí)驗(yàn)的方法,分析用戶社區(qū)的信息類型和信息源不同是否會(huì)影響用戶感知的信息源可信度和信息質(zhì)量,而這些對(duì)用戶社區(qū)的感知是否會(huì)影響消費(fèi)者對(duì)社會(huì)化電商平臺(tái)的信任,進(jìn)而影響消費(fèi)者的購(gòu)買意愿,這是我們這篇文章想要解決的問(wèn)題。通過(guò)實(shí)驗(yàn)的方法我們得出體驗(yàn)型信息相對(duì)非體驗(yàn)型信息有著更高的信息源可信度和信息質(zhì)量,與此同時(shí),研究證實(shí)信息來(lái)源于使用者時(shí),來(lái)源可信度更高,信息來(lái)源可信性和感知信息質(zhì)量與對(duì)購(gòu)物平臺(tái)信任是正向的關(guān)系,當(dāng)消費(fèi)者對(duì)購(gòu)物平臺(tái)的信任程度高時(shí),消費(fèi)者在此購(gòu)買平臺(tái)的購(gòu)買意愿也會(huì)提高。
[Abstract]:Mobile shopping has become a very important form of e-commerce shopping, consumers can buy their favorite products or services on mobile devices via wireless network. Mobile shopping provides convenience, location awareness, environmental awareness and other personalized services for consumers. These personalized services have significant value and distinguish mobile shopping from traditional online shopping. At present, more and more mobile shopping platforms combine shopping with the community, such as Little Red Book, Mogujie and so on. Under the situation that the traditional e-commerce can not meet the higher demands of the users, the content e-commerce emerges as the times require, and the e-commerce platform for content delivery has changed. From product-centric shopping to consumer-centered community shopping platforms. The concept of social commerce was first proposed by Yahoo in 2005. So far, there is no very standardized definition of social commerce. However, we generally think that social commerce is a combination of electronic commerce and social media or community. At present, there are few articles on the relationship between community and shopping platform in the field of social commerce. This paper analyzes whether the different types and sources of information in the user community will affect the credibility and quality of the information sources perceived by the user, and whether these perceptions of the user community will affect the trust of consumers in the social ecommerce platform. And then affect the consumer's willingness to buy, this is the article we want to solve the problem. Through the method of experiment, we draw the conclusion that the experiential information has higher credibility and quality than non-experiential information. At the same time, when the information comes from the user, the credibility of the source is higher. Credibility of information sources and perceived quality of information are positively related to trust in shopping platforms. When consumers have a high degree of trust in shopping platforms, consumers' willingness to purchase a shopping platform will also increase.
【學(xué)位授予單位】：北京外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55

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