本文選題：社會化媒體 + 網(wǎng)絡(luò)互動�。� 參考：《上海工程技術(shù)大學(xué)》2015年碩士論文

【摘要】：在社交媒體迅猛發(fā)展、不斷滲透人們社會生活各個方面的背景下,社交媒體在電子商務(wù)中的應(yīng)用吸引了社會各界的關(guān)注,成為各行業(yè)爭相追逐的熱點領(lǐng)域。截止到2014年第二季度末,中國的網(wǎng)絡(luò)用戶人數(shù)突破6億,網(wǎng)絡(luò)使用普及率達46.9%,移動終端的網(wǎng)絡(luò)用戶人數(shù)超過5億,并有持續(xù)上升趨勢。基于因特網(wǎng)的應(yīng)用經(jīng)過多年的創(chuàng)新升級已與人們的生活、工作、學(xué)習(xí)等各方面緊密聯(lián)系,其中以社交類應(yīng)用最為突出。社交媒體的發(fā)展和應(yīng)用讓互聯(lián)網(wǎng)真正實現(xiàn)了超越地域、文化、語言和社會階層的人際交往和互動。這樣的變化帶來的影響是滲透人們生活、思維以及行為方式各方面的,它不僅改變了人們獲取、分析和利用信息的方式,也改變了人們的決策模式。但是,與大多數(shù)經(jīng)濟發(fā)達國家相比,中國的社交媒體的發(fā)展還不成熟,學(xué)術(shù)界對社交媒體應(yīng)用下的網(wǎng)絡(luò)互動以及網(wǎng)絡(luò)互動對消費者購買意愿的影響機制還沒有統(tǒng)一、全面的認(rèn)識,企業(yè)和創(chuàng)業(yè)者對于如何運用社交媒體建立品牌形象、傳播營銷信息以及引導(dǎo)消費者作出購買決策等方面尚處于摸索之中。學(xué)術(shù)界對消費者行為的研究相關(guān)論著十分豐富,但是大多從影響購買的直接因素進行探討,從網(wǎng)絡(luò)互動角度,尤其是基于網(wǎng)絡(luò)時代最廣泛、最普遍的社交化的網(wǎng)絡(luò)互動來研究消費者購買行為的還很少。隨著社會交往由現(xiàn)實穿越到網(wǎng)絡(luò)、社會關(guān)系由線下蔓延到線上,網(wǎng)絡(luò)互動在人們的生活、生產(chǎn)、消費等過程中扮演著越來越重要的角色,對人們的購買行為也產(chǎn)生舉足輕重的影響。論文在參考和借鑒消費者行為學(xué)和營銷學(xué)的基礎(chǔ)上,綜合參考消費心理學(xué)、社會心理學(xué)等學(xué)科的相關(guān)理論與分析思路,通過對比實際生活中人們的溝通往來和互動行為、總結(jié)前人的相關(guān)文獻,總結(jié)出基于互聯(lián)網(wǎng)的互動溝通在互動特性、互動場所、互動對象、互動內(nèi)容等方面的特點,以信任態(tài)度為中介變量,構(gòu)建網(wǎng)絡(luò)互動對購買意愿的影響模型,通過問卷調(diào)查和樣本研究等實證研究方法,深入地分析和論證社交時代中基于互聯(lián)網(wǎng)的互動行為對購買意愿的作用機理。最后,論文結(jié)合研究結(jié)果給出建議,力圖為企業(yè)在推進和優(yōu)化網(wǎng)絡(luò)營銷提供具有高度可行性、有效性的方案對策。論文對于豐富消費者行為相關(guān)理論學(xué)說以及推進電子商務(wù)健康發(fā)展、幫助企業(yè)在網(wǎng)絡(luò)營銷中充分利用社交網(wǎng)絡(luò)為廣大消費者提供更精準(zhǔn)、更全面、更優(yōu)質(zhì)的服務(wù),增強自身市場競爭力有較大積極作用,這也將有助于我國進一步提高電子商務(wù)的經(jīng)濟效益和社會效益。
[Abstract]:With the rapid development of social media and the continuous penetration of all aspects of people's social life, the application of social media in electronic commerce has attracted the attention of all walks of life and become a hot area pursued by various industries. By the end of the second quarter of 2014, the number of network users in China had exceeded 600 million, the penetration rate of network use had reached 46.9 percent, and the number of network users on mobile terminals had exceeded 500 million, with a rising trend. After many years of innovation and upgrading, Internet-based applications have been closely related to people's life, work, learning and so on, among which social applications are the most prominent. The development and application of social media have enabled the Internet to achieve interpersonal interaction beyond geographical, cultural, linguistic and social strata. The influence brought by this kind of change permeates all aspects of people's life, thinking and behavior. It not only changes the way people obtain, analyze and use information, but also changes people's decision-making mode. However, compared with most of the developed countries, the development of social media in China is still immature, and there is no uniform mechanism for the influence of the network interaction and the network interaction on consumers' willingness to buy in the social media application. Comprehensive understanding, enterprises and entrepreneurs on how to use social media to build brand image, spread marketing information and guide consumers to make purchase decisions are still in the process of exploration. Academic research on consumer behavior is very rich, but mostly from the direct factors of purchase, from the perspective of network interaction, especially based on the most extensive network era. The most common form of social online interaction to study consumer buying behavior is rare. With the social interaction from reality through to the network, social relations spread from offline to online, network interaction in people's life, production, consumption and other processes plays an increasingly important role. To the people's purchase behavior also has the pivotal influence. On the basis of reference and reference of consumer behavior and marketing, the thesis synthesizes the relevant theories and analysis ideas of consumer psychology, social psychology and so on, and compares the communication and interaction behavior of people in real life. This paper summarizes the related literature of predecessors, summarizes the characteristics of interactive communication based on Internet, such as interactive characteristics, interactive places, interactive objects, interactive content, etc., and takes trust attitude as intermediary variable. This paper constructs a model of the influence of internet interaction on purchase intention, and through empirical research methods such as questionnaire survey and sample study, deeply analyzes and demonstrates the mechanism of Internet-based interactive behavior on purchase intention in the social age. Finally, the paper gives some suggestions based on the research results, and tries to provide highly feasible and effective solutions for enterprises to promote and optimize network marketing. The thesis can enrich the theory of consumer behavior and promote the healthy development of electronic commerce, and help enterprises make full use of social network to provide more accurate, more comprehensive and better service for consumers. It is helpful to further improve the economic and social benefits of electronic commerce in China.
【學(xué)位授予單位】：上海工程技術(shù)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55;F724.6

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