移动电商市场结构与用户感知价值的互动关系分析——以苏宁易购为例

Analysis of the Interactive Relationship Between Mobile E-Commerce Market Structure and Users'Perceived Value——Take Suning Tesco as an Example

在大数据和移动互联时代,移动电商平台逐渐成为人们产生消费行为的重要载体。平台上的活跃用户购物分享,累积而成为用户生成内容(UGC),影响和催生其他消费者的购买决策。用户感知价值对购买决策具有重要作用,买卖双方的信息不对称,使消费者更依赖于同类用户的感知价值。移动电商平台所处的市场结构与用户感知价值具有微观互动关系,UGC具有驱动用户感知价值进而影响购买决策的作用。本文以江苏省典型移动电商平台——苏宁易购App作为案例分析,探究移动电商平台所处的市场结构,寻求UGC驱动用户感知价值的实现路径,进而分析UGC功能及其对市场主体行为的影响。

In the era of big data and mobile internet,mobile e-commerce platforms have gradually become an important carrier for people to produce consumer behavior.Active users shopping and sharing on the platform accumulate and become user-generated content(UGC),which influences and catalyzes the purchasing decisions of other consumers.Perceived value of users plays an important role in purchasing decisions.The asymmetry of information between buyers and sellers makes consumers more dependent on the perceived value of similar users.The market structure of the mobile e-commerce platform has a micro-interaction relationship with the user's perceived value.UGC has the role of driving the user's perceived value and then influencing the purchase decision.This article takes the typical mobile e-commerce platform in Jiangsu Province-Suning Tesco App as a case analysis,explores the market structure of the mobile e-commerce platform,seeks the realization path of UGC-driven user perception value,and then analyzes the UGC function and its behavior on market entities Impact.