發(fā)布時間：2022-05-03 05:38

　　隨著社交網(wǎng)站越來越多地用作廣告平臺,社交商務(wù)已開始成為主流。對于在社交商務(wù)中尋求業(yè)務(wù)成功的公司而言,了解消費(fèi)者購買廣告產(chǎn)品的意圖很重要。在過去的十年中,中國經(jīng)濟(jì)呈現(xiàn)出快速增長的態(tài)勢,其具有巨大購買潛力的中產(chǎn)階級也因此而顯著增長。然而,中國由于其獨(dú)特的社會,經(jīng)濟(jì),文化和體制環(huán)境,被西方僑民認(rèn)為是充滿挑戰(zhàn)的。因此,重要的是要了解什么會影響社會商務(wù)中的消費(fèi)者行為,尤其是中國消費(fèi)者意圖和外國消費(fèi)者在中國的消費(fèi)意圖。在中國的生活是否影響了外國人在社交商務(wù)中購買廣告產(chǎn)品的意愿。本研究采用刺激生物反應(yīng)模型來研究網(wǎng)站質(zhì)量（系統(tǒng)質(zhì)量和服務(wù)質(zhì)量）和關(guān)系元素（感情,人情和面子）如何影響消費(fèi)者對社交網(wǎng)站的信任以及對廣告和隨后的購買意愿的態(tài)度。該模型使用在線調(diào)查方法（共688份有效問卷）在中國大陸進(jìn)行了測試,其中400位受訪者是中國消費(fèi)者,而288位受訪者是居住在中國的外國消費(fèi)者。中國消費(fèi)者的實(shí)證研究結(jié)果表明,網(wǎng)站質(zhì)量以及面子和人情（作為關(guān)系的要素）對消費(fèi)者對社交網(wǎng)站的信任及其對廣告態(tài)度的積極影響。發(fā)現(xiàn)感情對廣告態(tài)度沒有顯著影響。同時,消費(fèi)者對廣告的態(tài)度積極地預(yù)測了他們在社交商務(wù)中購買廣告產(chǎn)品的意愿。在中國的外... 

【文章頁數(shù)】：111 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgements
ABSTRACT
摘要
Chapter Ⅰ Introduction
    1.1.Research background
    1.2.Research objects and concept definition
        1.2.1 Social-commerce
        1.2.2 Advertising in social commerce
        1.2.3 Chinese Consumers
        1.2.4 Foreign consumers in China
    1.3.Research purposes and significance
        1.3.1 Research purposes
        1.3.2 Research significance
    1.4.Research methodology
    1.5.Research framework
Chapter Ⅱ Theories and Literature Review
    2.1 Stimuli- Organism- Response model
    2.2 Website quality
        2.2.1 Summery
    2.3 Guanxi
        2.3.1 Ganqing
        2.3.2 Mianzi
        2.3.3 Renqing
    2.4 Trust theory
    2.5 Theory of reason action
    2.6 Chapter summary
Chapter Ⅲ Model Construction and Research Hypothesis
    3.1 Impact of website quality and guanxi on costumer’s purchase intention in social commerce
    3.2 Research hypothesis
        3.2.1 Website quality and Trust in social network website
        3.2.2 Guanxi and Trust in Social Network Sites
        3.2.3 Guanxi and Attitude toward Advertising
        3.2.4 Trust in Social Network Sites,Attitude toward Advertising and Purchase Intention of Advertised Product
    3.3 Chapter summary
Chapter Ⅳ Questionnaire Design and Data Collection
    4.1 Study variable definitions and measurement questions
    4.2 Stimuli
        4.2.1 Website quality
        4.2.2 Guanxi
    4.3 Organism
        4.3.1 Trust in Social Network Websites
        4.3.2 Attitude toward Advertising
    4.4 Purchase Intention of Advertised Product as Response
    4.5 Selection of research subject
    4.6 Pre-survey and formal questionnaire design
    4.7 Survey and collection of data
    4.8 Chapter summary
Chapter Ⅴ Data Analysis and Results Discussion(Chinese consumers)
    5.1 Descriptive Statistical Analysis of Samples
        5.1.1 Sample demographic distribution characteristics
        5.1.2 Distribution of sample using internet and social network sites
    5.2 Statistical analysis of research variables
    5.3 Empirical Analysis
        5.3.1 Reliability analysis of data
        5.3.2 Validity analysis of data
    5.4 Structural Equation Model Analysis
        5.4.1 Analysis of main effect hypothesis results
    5.5 Chapter summary
Chapter Ⅵ Data Analysis and Results Discussion(Foreign consumers in China)
    6.1 Descriptive Statistical Analysis of Samples
        6.1.1 Sample demographic distribution characteristics
        6.1.2 Sample nationality distribution characteristics
        6.1.3 Distribution of sample using internet and social network sites
    6.2 Statistical analysis of research variables
    6.3 Empirical Analysis
        6.3.1 Reliability analysis of data
        6.3.2 Validity analysis of data
    6.4 Structural Equation Model Analysis
        6.4.1 Analysis of main effect hypothesis results
    6.5 Chapter summary
Chapter Ⅶ Research Conclusions
    7.1 Discussion
    7.2 Theoretical Implications
    7.3 Practical Implication
    7.4 Conclusions
    7.5 Limitations and Future Research
References
Appendix A Questionnaire in English language
Appendix B Questionnaire in Chinese language
Appendix C Questionnaire in Russian language
List of Academic Activities and Achievements during the Degree


【參考文獻(xiàn)】：
期刊論文
[1]從微信紅包看傳統(tǒng)社會人際關(guān)系轉(zhuǎn)變[J]. 謝越.  唐山師范學(xué)院學(xué)報. 2015(04)



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