UGC特征对社会化电商消费者购买意愿的影响研究

Research on the In?uence of UGC Features on the Purchase Intention of Socialized E-Commerce Consumers

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了改变。首先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进行因子分析和回归分析。研究结果表明: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;信息性特征对发起的价值共创没有显著影响,发起的价值共创对消费者购买意愿也没有显著影响,但是规范性和信息性特征对自发的价值共创和消费者购买意愿有显著的影响。最后在实证结论分析的基础上,对社会化商家和用户提出几点建议。

There has been a great change in the way of information exchange and communication of social media with the new business model as the mainstream in the Internet + era. Firstly, based on the theory of social impact,a research has been carried out on the impact of social attributes and value creation of user-generated motivation of social e-commerce consumers, thus establishing a conceptual model of the purchase intention of socialized e-commerce consumers. Then the factor analysis and regression analysis have been carried out based on a questionnaire survey by using SPSS. Research results show that UGC features can be divided into two factors: informative characteristics and normative characteristics, while value co-creation includes two factors: value co-creation and spontaneous value cocreation. Informational features exert no significant impact on the initiated value creation, which has no significant impact on consumers’ purchase intention as well. However, the normative and informative features have an signi?cant impact both on spontaneous value creation and consumers’ purchase intention. Finally, based on the empirical analysis,some suggestions have been put forward for social businesses and users.