本文選題：社會(huì)化媒體 + 網(wǎng)絡(luò)互動(dòng)��； 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(huì)生活各個(gè)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(huì)各界的關(guān)注,成為各行業(yè)爭(zhēng)相追逐的熱點(diǎn)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(dá)46.9%,移動(dòng)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(shì)。基于因特網(wǎng)的應(yīng)用經(jīng)過多年的創(chuàng)新升級(jí)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(shí)現(xiàn)了超越地域、文化、語言和社會(huì)階層的人際交往和互動(dòng)。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(jì)發(fā)達(dá)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(duì)社交媒體應(yīng)用下的網(wǎng)絡(luò)互動(dòng)以及網(wǎng)絡(luò)互動(dòng)對(duì)消費(fèi)者購買意愿的影響機(jī)制還沒有統(tǒng)一、全面的認(rèn)識(shí),企業(yè)和創(chuàng)業(yè)者對(duì)于如何運(yùn)用社交媒體建立品牌形象、傳播營(yíng)銷信息以及引導(dǎo)消費(fèi)者作出購買決策等方面尚處于摸索之中。學(xué)術(shù)界對(duì)消費(fèi)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(jìn)行探討,從網(wǎng)絡(luò)互動(dòng)角度,尤其是基于網(wǎng)絡(luò)時(shí)代最廣泛、最普遍的社交化的網(wǎng)絡(luò)互動(dòng)來研究消費(fèi)者購買行為的還很少。隨著社會(huì)交往由現(xiàn)實(shí)穿越到網(wǎng)絡(luò)、社會(huì)關(guān)系由線下蔓延到線上,網(wǎng)絡(luò)互動(dòng)在人們的生活、生產(chǎn)、消費(fèi)等過程中扮演著越來越重要的角色,對(duì)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(fèi)者行為學(xué)和營(yíng)銷學(xué)的基礎(chǔ)上,綜合參考消費(fèi)心理學(xué)、社會(huì)心理學(xué)等學(xué)科的相關(guān)理論與分析思路,通過對(duì)比實(shí)際生活中人們的溝通往來和互動(dòng)行為、總結(jié)前人的相關(guān)文獻(xiàn),總結(jié)出基于互聯(lián)網(wǎng)的互動(dòng)溝通在互動(dòng)特性、互動(dòng)場(chǎng)所、互動(dòng)對(duì)象、互動(dòng)內(nèi)容等方面的特點(diǎn),以信任態(tài)度為中介變量,構(gòu)建網(wǎng)絡(luò)互動(dòng)對(duì)購買意愿的影響模型,通過問卷調(diào)查和樣本研究等實(shí)證研究方法,深入地分析和論證社交時(shí)代中基于互聯(lián)網(wǎng)的互動(dòng)行為對(duì)購買意愿的作用機(jī)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(jìn)和優(yōu)化網(wǎng)絡(luò)營(yíng)銷提供具有高度可行性、有效性的方案對(duì)策。論文對(duì)于豐富消費(fèi)者行為相關(guān)理論學(xué)說以及推進(jìn)電子商務(wù)健康發(fā)展、幫助企業(yè)在網(wǎng)絡(luò)營(yíng)銷中充分利用社交網(wǎng)絡(luò)為廣大消費(fèi)者提供更精準(zhǔn)、更全面、更優(yōu)質(zhì)的服務(wù),增強(qiáng)自身市場(chǎng)競(jìng)爭(zhēng)力有較大積極作用,這也將有助于我國進(jìn)一步提高電子商務(wù)的經(jīng)濟(jì)效益和社會(huì)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(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55;F724.6

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