社会化商务体验价值共创及影响因素分析

发布时间：2018-12-29 19:05

【摘要】：随着社会化媒体和电子商务的快速发展,汇聚了SNS与电子商务特色于一身的社会化商务正变得炙手可热。社会化商务可以满足商家的营销需求。用户利用平台进行商品信息分享推荐,引导其他用户进行商品选购。社会化商务的价值是由用户与企业共同创造的,而用户在这一过程中起着举足轻重的作用。社会化商务如何满足用户的体验需求,实现用户共创价值,将成为未来社会化商务的研究重点。近年来学术界和产业界对社会化商务、体验价值、价值共创理论进行了大量研究和实践,但是,在社会化商务背景下,从用户视角揭示用户参与价值共创的影响机理研究仍显不足。本文以价值共创相关理论为基础,分析了社会化商务体验价值共创的互动过程内容,并研究了用户参与社会化商务体验价值共创的影响因素,据此对社会化商务企业提出了具体建议。首先,在社会化商务、价值理论等理论研究的基础上,提出了社会化商务体验价值共创的基本模式。在对社会化商务商品信息分享的分析基础上,对社会化商务体验价值共创的概念进行了界定,并按照时序阶段和互动进程进行价值共创的过程划分,分析了不同阶段的互动特点和内容,之后分析了用户与社会化商务共同创造价值给用户与企业带来的价值利益。其次,在对社会化商务体验价值共创的探讨基础上,构建了用户参与社会化商务体验价值共创的影响因素理论模型,将网站质量、激励机制、互惠性与利他主义作为前因,将用户参与价值共创行为作为过程,将用户体验价值作为参与共创的结果,分析了相互关系并提出了相应假设。利用SPSS与Amos对理论模型进行了实证分析,结果表明,网站质量、互惠性与利他主义与用户价值共创行为具有正相关关系,而激励机制与共创行为没有相关关系;用户的共创行为与体验价值具有正向相关关系。最后,对研究结论进行了总结分析,从提高网站质量、提倡互惠行为与利他行为、改进激励机制等方面对社会化商务平台提出相关建议,并对本研究局限与未来研究方向进行了讨论。
[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.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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