UGC特征对社会化电商消费者购买意愿的影响研究
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摘要
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.
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.
引文
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[15]YE Q,LAW R,GU B,et al.The Influence of UserGenerated Content on Traveler Behavior:An Empirical Investigation on the Effects of E-Word-of-Mouth to Hotel Online Bookings[J].Computers in Human Behavior,2011,27(2):634-639.
[16]吴凯,季新生,刘彩霞.基于行为预测的微博网络信息传播建模[J].计算机应用研究,2013,30(6):1809-1812.WU Kai,JI Xinsheng,LIU Caixia.Modeling Information Diffusion Based on Behavior Predicting in Microblog[J].Application Research of Computers,2013,30(6):1809-1812.
[17]PAYNE A F,STORBACKA K,FROW P.Managing the Co-Creation of Value[J].Journal of the Academy of Marketing Science,2008,36(1):83-96.
[18]郜雁,莫祖英.采纳用户生成内容的影响因素分析[J].信息资源管理学报,2014(4):69-77.GAO Yan,MO Zuying.Factors Influencing Consumer’s Information Adoption of User-Generated Content[J].Journal of Information Resources Management,2014(4):69-77.
[19]FAN Y W,MIAO Y F.Effect of Electronic Word-ofMouth on Consumer Purchase Intention:The Perspective of Gender Differences[J].International Journal of Electronic Business Management,2012,10(3):175-181.
[20]李朝辉.顾客参与虚拟品牌社区价值共创研究[M].北京:中国社会科学出版社,2014:43-50.LI Zhaohui.Research on Co-Creation Value in Virtual Brand Community Based on the Perspective of Customer Participation[M].Beijing:China Social Sciences Press,2014:43-50.
(1)发起的价值共创:是由企业主导的,消费者参与包括产品信息的搜寻、咨询,产品交易,填写交易评价,参与企业发起的新产品设计、改进、推广,积分鼓励消费者参与活动等。
(2)自发的价值共创:是由消费者主导的,其他消费者或者企业响应参与的,包括游记、攻略分享、社会网络构建(BBS中消费者之间关系的建立)、消费者义工(为他人出行提供建议帮助与支持)、发起活动等。
[2]WU G H.Conceptualizing and Measuring the Perceived Interactivity of Websites[J].Journal of Current Issues&Research in Advertising,2006,28(1):87-104.
[3]BAUER H H,GRETHER M,LEACH M.Building Customer Relations over the Internet[J].Industrial Marketing Management,2002,31(2):155-163.
[4]DHOLAKIA U M,BAGOZZI R P,PEARO L K.ASocial Influence Model of Consumer Participation in Network-and Small-Group-Based Virtual Communities[J].International Journal of Research in Marketing,2004,21(3):241-263.
[5]陈明亮,李敏乐.消费者在线购物从众为何如此普及:从冲突视角的一个神经学研究[J].管理工程学报,2013,27(3):183-188.CHEN Mingliang,LI Minle.Why Are Herding Behaviors so Popular in Consumer Online Purchases?ANeuroscience Study from the Perspective of Conflict[J].Journal of Industrial Engineering and Engineering Management,2013,27(3):183-188.
[6]KAMBIL A,FRIESEN G,SUNDARAM A.CoCreation:A New Source of Value[J].Outlook Journal,1999(2):38-43.
[7]SHETH J N,SISODIA R S,SHARMA A.The Antecedents and Consequences of Customer-Centric Marketing[J].Journal of the Academy of Marketing Science,2000,28(1):55-66.
[8]WITELL L,KRISTENSSON P,GUSTAFSSON A,et al.Idea Generation:Customer Co-Creation Versus Traditional Market Research Techniques[J].Journal of Service Management,2011,22(2):140-159.
[9]PRAHALAD C K,RAMASWAMY V.Co-Opting Customer Competence[J].Harvard Business Review,2000,78(1):79-90.
[10]VARGO S L,LUSCH R F.Service-Dominant Logic:Continuing the Evolution[J].Journal of the Academy of Marketing Science,2008,36(1):1-10.
[11]黄春宝,叶枫.网络购物下客户体验的实证研究[J].现代物业(中旬刊),2010,9(8):15-17,20.HUANG Chunbao,YE Feng.Empirical Research on Customer Experience Under Online Shopping Circumstance[J].Modern Property Management,2010,9(8):15-17,20.
[12]LEE M,YOUN S.Electronic Word of Mouth(eWOM)[J].International Journal of Advertising,2009,28(3):473-499.
[13]MA L Y,KRISHNAN R,MONTGOMERY A L.Latent Homophily or Social Influence?An Empirical Analysis of Purchase Within a Social Network[J].Management Science,2015,61(2):454-473.
[14]武鹏飞,闫强.在线评论对社交网络中电子口碑采纳的影响研究[J].北京邮电大学学报(社会科学版),2015,17(1):52-61.WU Pengfei,YAN Qiang.Impact of Online Reviews on Adoption of Electronic Word-of-Mouth in Social Networks[J].Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition),2015,17(1):52-61.
[15]YE Q,LAW R,GU B,et al.The Influence of UserGenerated Content on Traveler Behavior:An Empirical Investigation on the Effects of E-Word-of-Mouth to Hotel Online Bookings[J].Computers in Human Behavior,2011,27(2):634-639.
[16]吴凯,季新生,刘彩霞.基于行为预测的微博网络信息传播建模[J].计算机应用研究,2013,30(6):1809-1812.WU Kai,JI Xinsheng,LIU Caixia.Modeling Information Diffusion Based on Behavior Predicting in Microblog[J].Application Research of Computers,2013,30(6):1809-1812.
[17]PAYNE A F,STORBACKA K,FROW P.Managing the Co-Creation of Value[J].Journal of the Academy of Marketing Science,2008,36(1):83-96.
[18]郜雁,莫祖英.采纳用户生成内容的影响因素分析[J].信息资源管理学报,2014(4):69-77.GAO Yan,MO Zuying.Factors Influencing Consumer’s Information Adoption of User-Generated Content[J].Journal of Information Resources Management,2014(4):69-77.
[19]FAN Y W,MIAO Y F.Effect of Electronic Word-ofMouth on Consumer Purchase Intention:The Perspective of Gender Differences[J].International Journal of Electronic Business Management,2012,10(3):175-181.
[20]李朝辉.顾客参与虚拟品牌社区价值共创研究[M].北京:中国社会科学出版社,2014:43-50.LI Zhaohui.Research on Co-Creation Value in Virtual Brand Community Based on the Perspective of Customer Participation[M].Beijing:China Social Sciences Press,2014:43-50.
(1)发起的价值共创:是由企业主导的,消费者参与包括产品信息的搜寻、咨询,产品交易,填写交易评价,参与企业发起的新产品设计、改进、推广,积分鼓励消费者参与活动等。
(2)自发的价值共创:是由消费者主导的,其他消费者或者企业响应参与的,包括游记、攻略分享、社会网络构建(BBS中消费者之间关系的建立)、消费者义工(为他人出行提供建议帮助与支持)、发起活动等。