發(fā)布時間：2018-04-08 15:30

  本文選題：社交網(wǎng)絡服務　切入點：活躍行為　出處：《華中科技大學》2014年博士論文

【摘要】：社交網(wǎng)絡服務(SNS)逐漸融入人們的生活,SNS中豐富的內容和關系資源在改變人們的社交模式和決策機制中起著越來越重要的作用,同時社會化商務的發(fā)展讓SNS紛紛在其網(wǎng)站上加入商務應用或與電子商務網(wǎng)站結合,使用戶越來越多的發(fā)生社交行為驅動的購買決策。但中國SNS的發(fā)展面臨兩個主要問題：一是用戶的社交行為活躍水平低,制約了SNS的營銷資本和盈利能力；二是在設計商務應用中無章可循,限制了SNS由社交服務向社會化商務商業(yè)模式的轉變。為了解決這兩個問題,本文深入探討了SNS用戶的社交活躍行為和購買決策機制,為企業(yè)提升用戶活躍水平和設計商務應用提供指導。同時,本文也為社會心理學中用戶行為、價值共創(chuàng)模式、社會化商務中用戶行為及社會化商務元素設計的相關研究具有理論貢獻,為未來的研究提供理論框架和測量模型。 本文分為5個子研究,以SNS用戶活躍行為度量為核心,分三個子研究完成對SNS用戶活躍行為的范圍界定、測量量表開發(fā)和驅動因素探究；分兩個子研究探討SNS用戶在社會化商務元素中的社交行為在改變用戶商務行為決策過程和決策質量中的作用。 本文首先對SNS用戶活躍行為的具體內容進行了解析,并構建了一個分類框架。用Delphi法,采用2組專家,提煉SNS用戶具體活躍行為,并對其進行精簡,最終將25個具體活躍行為劃分四個類別：內容創(chuàng)造行為、內容傳播行為、關系構建行為和關系維持行為。此分類框架反映了SNS用戶與網(wǎng)站的價值共創(chuàng)模式。 其次,本文構建了SNS用戶活躍行為的測量模型�；�477份SNS用戶調查數(shù)據(jù),經(jīng)過探索性因子分析和驗證性因子分析,一階因子測量模型和二階因子測量模型都達到滿意的擬合優(yōu)度,最終保留的四個因子和16個指標項具有良好的信度和效度,表示本研究開發(fā)的測量工具可以被用在將來的實證研究中。 第三,本文通過集成承諾理論、社會支持理論、沉沒成本理論和社會影響理論構建模型,實證研究了決定用戶總體活躍行為的心智模式以及影響這些心智模式的環(huán)境因素。通過對1239位人人網(wǎng)用戶的數(shù)據(jù)收集和分析,模型結果顯示,情感承諾和持續(xù)承諾是決定SNS用戶總體活躍行為的主要心智模式,情感支持和信息支持構建情感承諾,聲譽資本和關系資本構建持續(xù)承諾,社會規(guī)范和從眾構建規(guī)范承諾。研究結果擴展了相關理論應用和豐富了SNS領域研究視角,并對SNS運營商提高其用戶活躍水平具有指導意義。 SNS中商務應用中包含了各種社會化商務元素,用戶在社會化商務元素中的社交行為會改變用戶的商務決策過程和決策質量。本文結合社會學習理論和態(tài)度的情感維度和認知維度的劃分,構建研究模型探究用戶在社會化商務元素中的行為對SNS用戶購買決策過程的影響。經(jīng)過實證檢驗,本文發(fā)現(xiàn)用戶在社會化商務元素中的學習行為可以從情感覺醒和認知覺醒兩個方面激發(fā)用戶的態(tài)度,態(tài)度又進一步引發(fā)用戶在社會化商務網(wǎng)站中的購買決策。本文在一個模型中包含三種社會化商務元素(論壇和社區(qū)、評分和評論、用戶推薦),區(qū)分了不同社會化商務元素在改變用戶的決策過程的不同作用。 最后,本文結合社會學習理論和不確定性理論,構建研究模型,研究了SNS用戶在三種社會化商務元素中的學習行為如何影響用戶決策時面臨的心理不確定性,及心理不確定性如何進一步影響用戶的決策質量。實證分析結果發(fā)現(xiàn),需求不確定性是降低用戶決策質量的最重要的因素,產(chǎn)品質量不確定性會提高決策質量,而賣家質量不確定性對決策質量沒有影響。論壇和社區(qū)中的學習行為僅降低需求不確定性,評分和評論中的學習行為可以降低需求不確定性和提高產(chǎn)品質量不確定性,用戶推薦中的學習行為可以提高賣家質量不確定性。另外,這些影響關系都受到產(chǎn)品類型(搜索型產(chǎn)品和體驗型產(chǎn)品)的調節(jié)。本文的研究結果豐富了我們對SNS中用戶購買決策機制的理解,擴展了社會學習理論和不確定性理論的應用范圍,并為SNS運營商制定相應的策略來推廣社會化商務應用及設計社會化商務元素提供建議。
[Abstract]:Social network service ( SNS ) is gradually merged into people ' s life , and the rich content and relationship resources in SNS play an increasingly important role in changing the social model and decision - making mechanism . At the same time , the development of social business makes SNS join commercial application on its website or combine with e - commerce website to make users more and more purchasing decisions driven by social behavior . But the development of SNS in China faces two main problems : Firstly , the social behavior of users is low , which restricts the marketing capital and profitability of SNS ;
In order to solve these two problems , this paper deeply discusses the social activity behavior and purchasing decision - making mechanism of SNS users . In order to solve these two problems , this paper probes into the social activity behavior and purchasing decision - making mechanism of SNS users , and provides guidance for enterprises to improve user activity level and design business application . At the same time , this paper also provides theoretical contribution to the research of user behavior , value co - creation mode , user behavior and social business element design in social psychology , and provides theoretical framework and measurement model for future research .

This paper is divided into 5 sub - studies , taking SNS user active behavior measures as the core , and dividing three sub - studies to define the range definition , measurement scale development and driving factors of SNS user activity behavior ;
The social behaviors of SNS users in social business elements are discussed in terms of two sub - studies , and the role of SNS users in changing the decision - making process and decision - making quality of the user ' s business behavior is discussed .

This paper first analyzes the concrete contents of the active behavior of SNS users , and constructs a classification framework . Using Delphi method , two groups of experts are used to refine the specific activity of SNS users and to streamline them . Finally , 25 specific active behaviors are divided into four categories : content creation behavior , content dissemination behavior , relationship building behaviors and relationship maintenance behaviors . The classification framework reflects the value co - creation mode of SNS users and websites .

Secondly , this paper constructs the measurement model of the active behavior of SNS users . Based on 477 SNS user survey data , the first - order factor measurement model and the second - order factor measurement model are satisfied with the reliability and validity of the first - order factor measurement model and the second - order factor measurement model based on 477 SNS user survey data , which means that the measurement tools developed in this study can be used in the future empirical research .

Thirdly , through integrating the theory of commitment theory , social support theory , sunk cost theory and social influence theory , this paper studies the mental mode of determining user ' s overall active behavior and the environmental factors that influence these mental modes .

In this paper , the influence of user ' s behavior on the purchasing decision - making process of SNS users is studied by means of social learning theory and attitude . In this paper , we find that the user ' s behavior in social business elements can stimulate users ' attitude towards the purchasing decision - making process of SNS users .

Finally , based on the theory of social learning and uncertainty theory , this paper constructs a research model , and studies how the learning behavior of SNS users in three kinds of social business elements affects user ' s decision - making quality . The empirical analysis results show that demand uncertainty is the most important factor to reduce the user ' s decision - making quality .

【學位授予單位】：華中科技大學
【學位級別】：博士
【學位授予年份】：2014
【分類號】：TP393.09;F713.55

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本文編號：1722214