【摘要】：社交電子商務(wù)是電子商務(wù)的一種新模式,以社交網(wǎng)站等社交媒體為傳播途徑,利用用戶自生內(nèi)容以及社交互動等手段促進(jìn)商品的購買與銷售。2011年,我國各種社交電子商務(wù)網(wǎng)站如雨后春筍般崛起,為電子商務(wù)領(lǐng)域的發(fā)展迎來了又一個春天!這種社交電子商務(wù)網(wǎng)站的目的不只是為了產(chǎn)生直接的交易,更主要的是推動商品在用戶之間的“口口相傳”,從而產(chǎn)生中介交易。因此,產(chǎn)品的口碑傳播是社交電子商務(wù)的一個重要方面,也是該類型網(wǎng)站利潤的主要來源。 作為一個新興事物,社交電子商務(wù)網(wǎng)中的產(chǎn)品口碑傳播尚未有學(xué)者對其進(jìn)行研究。本文將針對這一空缺,用實證的研究方法探討在社交電子商務(wù)網(wǎng)站這一特殊背景下,用戶的參與行為對產(chǎn)品口碑傳播的影響。 在對國內(nèi)、外文獻(xiàn)進(jìn)行回顧的基礎(chǔ)上,本文將社交電子商務(wù)網(wǎng)站中用戶的參與行為分為構(gòu)建人際網(wǎng)絡(luò)與信息分享兩個維度,建立概念模型解釋其在該類網(wǎng)站對產(chǎn)品口碑傳播(口碑?dāng)?shù)量、口碑傳播離散度)的影響,致力于挖掘用戶主動參與行為的重要性,并對如何擴(kuò)大產(chǎn)品口碑影響范圍提出指導(dǎo)意見。 為了驗證模型,本文以“美麗說”網(wǎng)站為研究實例,在2012年4月11日與2012年4月25日分別收集了297位用戶的各項資料,包括其粉絲、關(guān)注、分享的寶貝、獲得的產(chǎn)品口碑以及這些口碑的分布情況等等,以這段時間內(nèi)的數(shù)據(jù)為研究樣本,再根據(jù)建立的數(shù)學(xué)模型進(jìn)行實證分析。分析結(jié)果基本支持了文中第三章所提出的各假設(shè),最后得出如下結(jié)果：社交電子商務(wù)網(wǎng)站中,用戶的人際交往行為與信息分享行為對產(chǎn)品的口碑?dāng)?shù)量、產(chǎn)品口碑傳播的離散度均有顯著的正向影響,也就是說如果用戶的人際交往能力越強、產(chǎn)品分享行為越積極,那么該用戶發(fā)布的產(chǎn)品將更加頻繁地被大眾傳播,并且更容易傳播到不同的群體之中,擴(kuò)大其影響力。
[Abstract]:Social e-commerce is a new mode of e-commerce, using social media such as social networking sites as the means to promote the purchase and sale of goods. In 2011, various social e-commerce websites in China sprung up like bamboo shoots after a spring rain, which ushered in another spring for the development of e-commerce. The purpose of this social e-commerce site is not only to generate direct transactions, but also to promote the "word of mouth" of goods between users, resulting in intermediary transactions. Therefore, the word-of-mouth communication of products is an important aspect of social e-commerce, and it is also the main source of profit for this type of website. As a new thing, the word-of-mouth communication of products in social e-commerce networks has not yet been studied by scholars. In view of this vacancy, this paper will use empirical research methods to explore the impact of users' participation behavior on product word-of-mouth communication under the special background of social e-commerce sites. On the basis of reviewing the domestic and foreign literature, this paper divides the participation behavior of users in social e-commerce websites into two dimensions: constructing interpersonal network and sharing information, establishes a conceptual model to explain its influence on product word-of-mouth communication (word-of-mouth number, word-of-mouth dissemination dispersion), devotes itself to excavating the importance of users' active participation behavior, and puts forward some suggestions on how to expand the influence range of product word-of-mouth. In order to verify the model, taking Meili Shuo website as an example, this paper collected the data of 297 users on April 11, 2012 and April 25, 2012, respectively, including their fans, attention, shared treasure, product word-of-mouth and the distribution of these word-of-mouth, etc., taking the data during this period as research samples, and then making an empirical analysis according to the established mathematical model. The results of the analysis basically support the assumptions put forward in the third chapter of this paper. Finally, the following results are obtained: in the social e-commerce website, the user's interpersonal communication behavior and information sharing behavior have a significant positive impact on the number of word-of-mouth and the dispersion of product word-of-mouth communication, that is to say, the stronger the user's interpersonal communication ability, the more positive the product sharing behavior. Then the product released by the user will be disseminated more frequently by the public, and it will be easier to spread to different groups and expand its influence.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F724.6

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本文編號：2507668