社会化电商中虚拟社会资本、网络口碑与购买意愿的互动关系研究

A Study of Interactive Relationship between Virtual Social Capital,Internet Word of Mouth and Purchase Intention in Social Electronic Commerce

社会化电子商务环境下,网络口碑对消费者购买意愿的影响,已成为学界研究的前沿问题。本文通过引入社会资本理论,构建了虚拟社会资本、网络口碑与购买意愿的互动关系研究的概念模型,并以"美丽说""蘑菇街"为对象进行实证分析。结果表明:社会化电子商务中,虚拟社会资本的结构维度、认知维度、关系维度与网络口碑的数量呈正相关关系,虚拟社会资本的关系维度、认知维度与网络口碑质量呈正相关关系,网络口碑的数量和质量对消费者的购买意愿有显著影响。因而,电商企业在今后的运营管理和口碑营销中,应注重建立高忠诚度社区,制定品牌分享激励机制,加强在线客户之间的联系,并注重优化网络口碑的质量等。

Under the socializod e --commerce environment, the internet word of mouth （IWOM） influence on eonsumer＇purchase intention has become a frontier problem in the field of management. With the introduction of social capital theory, this paper constructed the virtual social capital, Internet word of mouth and purchase intention of the interaction between the conceptual model, and the beautiful said, mushroom street as investigation object, obtain first - hand data for empirical analysis. The results show that the socialization in ecommerce, the virtual structure dimension, cognitive dimension of social capital, the relation- ship between dimensions of the number of IWOM was positively related to relationship, the relationship between dimension, cog- nitive dimension of social capital and IWOM was positively related to relationship quality, quality and quantity of Interuet word of mouth have a significant impact on consumer purchase intention. Finally, the paper according to the results, for social eommerce enterprise operational management and word of mouth marketing to provide the corresponding which have strong practical guiding significance. and Suggestions.