【摘要】：隨著社會(huì)化媒體和電子商務(wù)的快速發(fā)展,匯聚了SNS與電子商務(wù)特色于一身的社會(huì)化商務(wù)正變得炙手可熱。社會(huì)化商務(wù)可以滿(mǎn)足商家的營(yíng)銷(xiāo)需求。用戶(hù)利用平臺(tái)進(jìn)行商品信息分享推薦,引導(dǎo)其他用戶(hù)進(jìn)行商品選購(gòu)。社會(huì)化商務(wù)的價(jià)值是由用戶(hù)與企業(yè)共同創(chuàng)造的,而用戶(hù)在這一過(guò)程中起著舉足輕重的作用。社會(huì)化商務(wù)如何滿(mǎn)足用戶(hù)的體驗(yàn)需求,實(shí)現(xiàn)用戶(hù)共創(chuàng)價(jià)值,將成為未來(lái)社會(huì)化商務(wù)的研究重點(diǎn)。近年來(lái)學(xué)術(shù)界和產(chǎn)業(yè)界對(duì)社會(huì)化商務(wù)、體驗(yàn)價(jià)值、價(jià)值共創(chuàng)理論進(jìn)行了大量研究和實(shí)踐,但是,在社會(huì)化商務(wù)背景下,從用戶(hù)視角揭示用戶(hù)參與價(jià)值共創(chuàng)的影響機(jī)理研究仍顯不足。本文以?xún)r(jià)值共創(chuàng)相關(guān)理論為基礎(chǔ),分析了社會(huì)化商務(wù)體驗(yàn)價(jià)值共創(chuàng)的互動(dòng)過(guò)程內(nèi)容,并研究了用戶(hù)參與社會(huì)化商務(wù)體驗(yàn)價(jià)值共創(chuàng)的影響因素,據(jù)此對(duì)社會(huì)化商務(wù)企業(yè)提出了具體建議。首先,在社會(huì)化商務(wù)、價(jià)值理論等理論研究的基礎(chǔ)上,提出了社會(huì)化商務(wù)體驗(yàn)價(jià)值共創(chuàng)的基本模式。在對(duì)社會(huì)化商務(wù)商品信息分享的分析基礎(chǔ)上,對(duì)社會(huì)化商務(wù)體驗(yàn)價(jià)值共創(chuàng)的概念進(jìn)行了界定,并按照時(shí)序階段和互動(dòng)進(jìn)程進(jìn)行價(jià)值共創(chuàng)的過(guò)程劃分,分析了不同階段的互動(dòng)特點(diǎn)和內(nèi)容,之后分析了用戶(hù)與社會(huì)化商務(wù)共同創(chuàng)造價(jià)值給用戶(hù)與企業(yè)帶來(lái)的價(jià)值利益。其次,在對(duì)社會(huì)化商務(wù)體驗(yàn)價(jià)值共創(chuàng)的探討基礎(chǔ)上,構(gòu)建了用戶(hù)參與社會(huì)化商務(wù)體驗(yàn)價(jià)值共創(chuàng)的影響因素理論模型,將網(wǎng)站質(zhì)量、激勵(lì)機(jī)制、互惠性與利他主義作為前因,將用戶(hù)參與價(jià)值共創(chuàng)行為作為過(guò)程,將用戶(hù)體驗(yàn)價(jià)值作為參與共創(chuàng)的結(jié)果,分析了相互關(guān)系并提出了相應(yīng)假設(shè)。利用SPSS與Amos對(duì)理論模型進(jìn)行了實(shí)證分析,結(jié)果表明,網(wǎng)站質(zhì)量、互惠性與利他主義與用戶(hù)價(jià)值共創(chuàng)行為具有正相關(guān)關(guān)系,而激勵(lì)機(jī)制與共創(chuàng)行為沒(méi)有相關(guān)關(guān)系;用戶(hù)的共創(chuàng)行為與體驗(yàn)價(jià)值具有正向相關(guān)關(guān)系。最后,對(duì)研究結(jié)論進(jìn)行了總結(jié)分析,從提高網(wǎng)站質(zhì)量、提倡互惠行為與利他行為、改進(jìn)激勵(lì)機(jī)制等方面對(duì)社會(huì)化商務(wù)平臺(tái)提出相關(guān)建議,并對(duì)本研究局限與未來(lái)研究方向進(jìn)行了討論。
[Abstract]:With the rapid development of social media and e-commerce, social commerce, which combines SNS and e-commerce features, is becoming hot. Social commerce can meet the marketing needs of merchants. Users use the platform for commodity information sharing recommendations, guide other users to purchase goods. The value of social commerce is created by users and enterprises, and users play an important role in this process. How to meet the experience needs of users and realize the value creation by users will become the focus of social commerce in the future. In recent years, academic and industrial circles have carried out a lot of research and practice on the theory of socialized commerce, experience value and value creation. However, in the context of socialized commerce, It is still insufficient to reveal the influence mechanism of user participation in value creation from the perspective of user. Based on the theory of value creation, this paper analyzes the interactive content of social business experience value creation, and studies the influencing factors of user participation in social business experience value creation. On the basis of this, specific suggestions are put forward for socialized business enterprises. Firstly, on the basis of the theory of socialized commerce and value theory, the author puts forward the basic mode of socialized business experience value creation. Based on the analysis of information sharing of socialized business commodities, the concept of social business experience value creation is defined, and the process of value creation is divided according to the time sequence stage and interactive process. This paper analyzes the interactive characteristics and contents of different stages, and then analyzes the value benefits that the users and the socialized business bring to the users and enterprises. Secondly, on the basis of exploring the value creation of social business experience, this paper constructs a theoretical model of influencing factors of user participation in social business experience value creation, taking website quality, incentive mechanism, reciprocity and altruism as antecedents. Taking user participation value creation behavior as the process and user experience value as the result of participation creation, this paper analyzes the relationship and puts forward the corresponding assumptions. SPSS and Amos are used to analyze the theoretical model. The results show that there is a positive correlation between website quality, reciprocity and altruism and user value creation behavior, but there is no correlation between incentive mechanism and creating behavior. There is a positive correlation between user's creating behavior and experience value. Finally, the research conclusions are summarized and analyzed, from the aspects of improving the quality of the website, advocating reciprocal behavior and altruistic behavior, improving the incentive mechanism and so on, the author puts forward the relevant suggestions to the socialized business platform. The limitations of this study and the future research direction are also discussed.
【學(xué)位授予單位】：山東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F724.6

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本文編號(hào)：2395263