社会化电商消费者购买意愿的影响研究

Research on the Influence of Socialized E-commerce Consumers' Willingness to Buy

在互联网+时代,新的商业模式成为主流,社交媒体的传播与沟通方式发生改变。文章以社会影响理论为基础,研究用户自生内容的社会属性与价值共创对社会化电商消费者产生的影响,构建了社会化电商消费者购买意愿的概念模型。然后通过问卷调查,利用SPSS进行因子分析,再用amos进行验证性分析,最后修正模型,研究表明:UGC特征分为信息性特征和规范性特征2个因子;价值共创包括发起的价值共创和自发的价值共创2个因子;规范性特征对自发的和发起的价值共创是有显著影响的,规范性特征间接的对购买意愿也是有影响的,并在实证结论分析的基础上,提出几点建议与局限。

In the internet+era, new business models have become mainstream, and the way social media communicates and communicates has changed. Based on the theory of social influence, this paper studies the social attributes and values of user-generated content to create a socialized E-commerce consumer, and constructs a conceptual model of social E-commerce consumers' willingness to purchase. Then through questionnaire survey, using SPSS for factor analysis, then using amos for confirmatory analysis, and finally correcting the model. Research shows that UGC features are divided into two factors: informational features and normative features;value co-creation includes the creation of value co-creation and spontaneous value creation of two factors;normative features have a significant impact on spontaneous and initiated value co-creation, normative features indirectly affect purchase intentions, finally, based on the analysis of empirical conclusions, several suggestions and limitations are proposed.