本文選題：社會化商務(wù)　切入點：感知價值　出處：《山東財經(jīng)大學(xué)》2015年碩士論文

【摘要】：Web2.0時代更加注重用戶的地位,提高顧客的購物體驗,社會化商務(wù)似乎更加迎合這樣的需求,所以雖然社會化電子商務(wù)才剛剛起步,但其巨大的發(fā)展?jié)摿τ心抗捕谩Ｉ鐣虅?wù)時代實現(xiàn)了真正意義上的“雙贏”:消費者成為商務(wù)流程中的積極參與者,電子商務(wù)同時利用人際關(guān)系實現(xiàn)更好的營銷。通過社會化商務(wù),顧客可以在購買商品之前更好的了解商品,這種了解商品的途徑不僅僅是網(wǎng)站所發(fā)布的廣告和圖片,更可以是通過朋友或者其他購買或者了解此商品的顧客的認知中了解,進而作出更明智、更準確的購買決策。所以了解并更好的利用社會化商務(wù)用戶的購買行為和轉(zhuǎn)發(fā)、評論、推薦等的非購買行為對于社會化商務(wù)網(wǎng)站來說才是核心競爭力,而如何找到促使消費者行為產(chǎn)生的前因,才是目前進一步完善社會化商務(wù)模式和促進社會化商務(wù)網(wǎng)站發(fā)展的一個首要任務(wù)。目前,關(guān)于社會化商務(wù)的研究還不是很多,而研究社會化商務(wù)下用戶特有的行為更是少之又少。本文主要從感知價值這一角度出發(fā),提出假設(shè)并分析驗證了社會化商務(wù)用戶的感知價值正向影響滿意度、社會化商務(wù)的購買行為和購買后行為,社會化商務(wù)用戶的滿意度正向影響社會化商務(wù)用戶的購買行為和購買后行為。本研究把感知價值分為四個維度,分別是情感價值、社會價值、功能價值、感知風(fēng)險,通過提升感知價值提升用戶行為,或者通過感知價值影響滿意度,進而影響社會化商務(wù)用戶的購買行為和非購買行為。找到社會化商務(wù)用戶購買和購買后行為的前因,就是找到核心價值的觸動點,社會化商務(wù)網(wǎng)站利用用戶行為幫助企業(yè)宣傳企業(yè)核心理念同時也能夠提升消費者對品牌的認同感,締造企業(yè)形象。社會化商務(wù)企業(yè)可以根據(jù)影響社會化商務(wù)用戶行為的前因來制定更加成功的商業(yè)戰(zhàn)略,加強與消費者的聯(lián)系,促進消費者的行為,使顧客獲得更加社交化和互動化購物體驗,同時促進社會化商務(wù)企業(yè)的盈利。
[Abstract]:In the era of Web2.0, we pay more attention to the status of users and improve the shopping experience of customers. Social commerce seems to cater to such needs more, so although social e-commerce is just beginning, But its huge potential for development is obvious. In the age of social commerce, the real "win-win" is achieved: consumers become active participants in business processes, E-commerce also uses relationships to achieve better marketing. Through social commerce, customers can better understand goods before they buy them, not just through advertisements and pictures posted on websites. It can be learned through the knowledge of friends or other customers who buy or understand the product, and then they can make more informed and accurate purchase decisions, so understand and make better use of the purchase behavior and retweets and comments of social business users. Non-purchasing behaviors such as recommendations are the core competitiveness of socialized business websites, and how to find the root cause of consumer behavior, It is now a primary task to further improve the socialized business model and promote the development of socialized business websites. At present, there are not many studies on socialized commerce. However, there are few researches on the specific behaviors of users in social commerce. From the perspective of perceived value, this paper puts forward a hypothesis and analyzes and verifies the positive impact of perceived value on satisfaction of social business users. The purchase behavior and post-purchase behavior of socialized business, the satisfaction of socialized business users positively affect the purchasing behavior and post-purchase behavior of socialized business users. This study divides perceived value into four dimensions, which are emotional value. Social value, functional value, perceived risk, enhancing user behavior by enhancing perceived value, or influencing satisfaction through perceived value, And then it affects the purchasing behavior and non-purchasing behavior of socialized business users. Finding the front cause of the purchasing and post-purchase behavior of socialized business users is the touch point to find the core value. Social business websites use user behavior to help companies propagate the core ideas of the enterprise while also promoting consumers' identity to the brand. Social business enterprises can formulate more successful business strategies, strengthen contacts with consumers, and promote consumer behavior according to the antecedents that affect the behavior of socialized business users. To make customers more social and interactive shopping experience, while promoting the profitability of social business enterprises.
【學(xué)位授予單位】：山東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6

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