社会化商务下影响消费者购买意愿研究综述

A Research Overview of Influences on Consumer's Purchase Intensions under the Background of Social Commercial Environment

随着电子商务和社会化媒体紧密结合,由此形成的社会化商务对消费者购买意愿的影响就越来越大。通过整理和分析国内外有关对社会化商务环境下影响消费者购买意愿研究的文献,创新性地从五大理论:信任理论、网络口碑理论、数据挖掘理论、感知价值理论、消费者心理理论中归纳出当前研究的重点。结合研究的特点,在理论上给出未来研究的发展方向,实践上指导企业的运营策略。

With the development of e - commerce and the social media recently, the influences on the consumer＇s purchase intentions become greater and greater. This paper, after sorting out and analyzing both the domestic and foreign literatures related with the consumer＇s purchase intentions under the influence of the social commercial environment, generalizes the current focus creatively from the following five theories： the trust theory, the social network theory, the data mining theory, the consumer psychology theory and the per-ceived value theory, and then indicates the future direction of the research, and offers some practical guidance for the enterprises＇ operation strategy.