社交网络对成都女大学生化妆品消费行为的影响研究
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摘要
近几年来,我国的社交网络发展迅速,给人们工作、生活、学习带来极大便利的同时,也为各企业的营销方式和现代人消费行为模式带来了巨大的转变,社交网络不仅改变了消费者与企业、营销者之间的沟通模式,企业、营销者也可以及时地发现潜在存在的问题和机遇,促进企业业务的发展。而化妆品行业具有一定的特殊性,近几年来女性化妆品消费不断增长,作者便将目光落在大学生群体中,女大学生作为女性化妆品消费群体中特殊的消费群体,虽然受到消费能力、环境等诸多限制,但当今女大学生在化妆品消费领域的作用仍是不容小觑的,而社交网络在女大学生选购化妆品过程中又起到了一定的影响,因此研究社交网络对女大学生化妆品购买的影响研究既有理论意义,又有实践指导。但目前国内还缺乏关于社交网络对女大学生化妆品消费行为影响的研究,甚至说是一个空白,因此本研究着重探讨在社交网络中,女大学生的社交活动行为对其化妆品购买意愿的影响机制,为社交网络中化妆品行业的理论研究和营销实践提供可靠的依据和指导。
鉴于此,本文以社交网络为研究平台,以成都女大学生为研究对象,在借鉴国内外学者对社交网络、消费行为等相关研究的基础上,根据社交网络、网络口碑、消费者购买意愿、感知价值、信任等理论,提出了社交网络中化妆品消费行为的维度与测量量表,并提出假设模型,利用SPSS17.0、AMOS17.0软件进行假设模型的验证。本文以成都女大学生对社交网络化妆品信息认知(网络信任、感知价值)为中间变量,构建了社交网络中成都女大学生化妆品消费行为的各个维度(有用性、参与性、对话性、连通性)、成都女大学生对社交网络化妆品信息认知(网络信任、感知价值)、购买意愿三者之间的研究模型,并通过访谈、问卷等实证调研探讨社交网络对成都女大学生化妆品购买意愿的影响模式。得出以下结论：成都女大学生对社交网络的信任、感知价值与购买意愿成正相关关系；社交网络有用性与成都女大学生对社交网络信任、化妆品购买意愿成正相关关系；社交网络的参与性与成都女大学生对社交网络信任、感知价值、化妆品购买意愿成正相关关系；社交网络的对话性与成都女大学生对社交网络信任、感知价值、化妆品购买意愿成正相关关系；社交网络的连通性与成都女大学生对社交网络的信任和感知价值成正相关关系。
In recent years, the rapid development of China's social network has attracted the attention of many young people, it has bought a huge impact to the modem life. In Social networking, Internet users can easily share information and communicate with each other, it has brought great convenience on working and living to the young people, at the same time, it also brought a huge change for corporate marketing and change the behavior patterns about the consumer, the social network also changes the mode of communication between the traditional consumers and businesses, marketers can more timely identify the potential problems and opportunities, also can better understand the consumers, and promote the development of the business.For the cosmetics industry, it has a certain degree of particularity, and big differences in consumer groups, in recent years, women cosmetics consumption grows quickly, female students as a female the cosmetics consumer groups in the special consumer groups, despite the limit on the environment, limit on the spending power, but the role of today's female college students in the field of cosmetics consumer should not be underestimated. The21st century is the era of the female-dominated consumer, female university students as now by more and more attention and potentially an importantsumer groups, more and more worthy of study the cosmetics consumer behavior of the female students. With the rising spending power of today's college students, female students cosmetics consumer awareness day all enhanced social networking played a certain female students to buy cosmetics process, so study the impact of social networks on female students cosmetics purchase both the oretical significance, but also practical guidance. But also lack of research on social networks to influence the cosmetic consumer behavior of the female students, even a blank, this study focuses on the purchase intention mechanism in the social network, the behavior of its female students cosmetics for the cosmetics industry provide the basis for theoretical research and marketing practice and guidance.
In view of this, the social networking platform, Chengdu female students study and learn from scholars of social networking, consumer behavior research based on social networks, consumer purchase intention, perceived value, the network trust other theories, the cosmetic consumer behavior in the social networking dimension with measurement scale. Female students to Chengdu cognitive (networks of trust, perceived value) for the intermediate variables, of Chengdu female students in cosmetics consumer behavior in the social network is constructed dimensions (usefulness, participatory, dialogue, connectivity), Chengdu female students recognized known (trusted network, perceived value), purchase intention research model, and through interviews, questionnaires, research, and other empirical research methods to explore the impact of social networking Chengdu female students cosmetics purchase intention mode.
鉴于此,本文以社交网络为研究平台,以成都女大学生为研究对象,在借鉴国内外学者对社交网络、消费行为等相关研究的基础上,根据社交网络、网络口碑、消费者购买意愿、感知价值、信任等理论,提出了社交网络中化妆品消费行为的维度与测量量表,并提出假设模型,利用SPSS17.0、AMOS17.0软件进行假设模型的验证。本文以成都女大学生对社交网络化妆品信息认知(网络信任、感知价值)为中间变量,构建了社交网络中成都女大学生化妆品消费行为的各个维度(有用性、参与性、对话性、连通性)、成都女大学生对社交网络化妆品信息认知(网络信任、感知价值)、购买意愿三者之间的研究模型,并通过访谈、问卷等实证调研探讨社交网络对成都女大学生化妆品购买意愿的影响模式。得出以下结论：成都女大学生对社交网络的信任、感知价值与购买意愿成正相关关系；社交网络有用性与成都女大学生对社交网络信任、化妆品购买意愿成正相关关系；社交网络的参与性与成都女大学生对社交网络信任、感知价值、化妆品购买意愿成正相关关系；社交网络的对话性与成都女大学生对社交网络信任、感知价值、化妆品购买意愿成正相关关系；社交网络的连通性与成都女大学生对社交网络的信任和感知价值成正相关关系。
In recent years, the rapid development of China's social network has attracted the attention of many young people, it has bought a huge impact to the modem life. In Social networking, Internet users can easily share information and communicate with each other, it has brought great convenience on working and living to the young people, at the same time, it also brought a huge change for corporate marketing and change the behavior patterns about the consumer, the social network also changes the mode of communication between the traditional consumers and businesses, marketers can more timely identify the potential problems and opportunities, also can better understand the consumers, and promote the development of the business.For the cosmetics industry, it has a certain degree of particularity, and big differences in consumer groups, in recent years, women cosmetics consumption grows quickly, female students as a female the cosmetics consumer groups in the special consumer groups, despite the limit on the environment, limit on the spending power, but the role of today's female college students in the field of cosmetics consumer should not be underestimated. The21st century is the era of the female-dominated consumer, female university students as now by more and more attention and potentially an importantsumer groups, more and more worthy of study the cosmetics consumer behavior of the female students. With the rising spending power of today's college students, female students cosmetics consumer awareness day all enhanced social networking played a certain female students to buy cosmetics process, so study the impact of social networks on female students cosmetics purchase both the oretical significance, but also practical guidance. But also lack of research on social networks to influence the cosmetic consumer behavior of the female students, even a blank, this study focuses on the purchase intention mechanism in the social network, the behavior of its female students cosmetics for the cosmetics industry provide the basis for theoretical research and marketing practice and guidance.
In view of this, the social networking platform, Chengdu female students study and learn from scholars of social networking, consumer behavior research based on social networks, consumer purchase intention, perceived value, the network trust other theories, the cosmetic consumer behavior in the social networking dimension with measurement scale. Female students to Chengdu cognitive (networks of trust, perceived value) for the intermediate variables, of Chengdu female students in cosmetics consumer behavior in the social network is constructed dimensions (usefulness, participatory, dialogue, connectivity), Chengdu female students recognized known (trusted network, perceived value), purchase intention research model, and through interviews, questionnaires, research, and other empirical research methods to explore the impact of social networking Chengdu female students cosmetics purchase intention mode.
引文
1 徐弘.社交网络对游客购买意向影响研究[D].浙江大学,2011
2 徐弘.社交网络对游客购买意向影响研究[D].浙江大学,2011
3 黄婷.社交网络服务(SNS)的用户接受影响因素研究[D].浙江大学,2009
1 徐弘.社交网络对游客购买意向影响研究[D].浙江大学,2011
2 王冰.社交网络电子商务应用用户研究与交互设计[D].大连海事大学,2009
3 邱蕾.社会化媒体对消费者购买意愿的影响研究[D].江西财经大学,2009
1 李爱美.大众传媒对女大学生消费行为的影响——对武汉地区高校女大学生的调查[D].华中农业大学,2009
2 刘兴菊.SNS环境中消费者交互行为对购买意向的影响机制研究[D].湖南师范大学,2010
1 陆奇.移动社交网络对青年受众态度和行为的影响研究[D].电子科技大学,2011
1 梦非.社会化商务环境下意见领袖对购买意愿的影响研究[D].南京大学,2012
2 程秀芳.虚拟社区网络口碑对消费者决策行为影响研究[D].中国矿业大学,2012
1 许莹.农产品广告投放及消费者反应研究[D].浙江大学,2007
2 许莹.农产品广告投放及消费者反应研究[D].浙江大学,2007
3 Roger D.Blackwell[美],Paul W. Miniard[美], James F. Engle[美]著,徐海,朱红祥,于涛译.消费者行为学(原书第九版)[M],北京：机械工业出版社,2003,4
1 Solomen[美],张硕阳等译.消费者行为(第五版)[M],经济科学出版社,2003
1 王沁.基于消费者感知的网络交易信任机制研究[D].浙江大学,2005
1 王沁.基于消费者感知的网络交易信任机制研究[D].浙江大学,2005
1 孟繁荣,孔祥习,彭益福.化妆品网络营销渠道与传统渠道的冲突管理[J]..经济师,2010(3)
[1]Roger D.Blackwell[美],Paul W. Miniard[美], James F. Engle[美]著,徐海,朱红祥,于涛译.消费者行为学(原书第九版)[M],北京：机械工业出版社,2003,4
[2]陈爽.国内都市女性化妆品消费行为实证分析及营销启示[D].西南财经大学,2007
[3]陈新跃,杨德礼.基于顾客价值的消费者消费者购买决策模型[J].管理科学,2003(16)：59-62
[4]郭庆光.传播学教程[M],北京：中国人民大学出版社,2001.
[5]何璐.我国SNS社交网络的发展与人们交往方式的研究[D].陕西师范大学,2011
[6]李爱美.大众传媒对女大学生消费行为的影响——对武汉地区高校女大学生的调查[D].华中农业大学,2009
[7]李永凤.中国SNS社区的营销策略分析[D].内蒙古大学,2010
[8]林华.中国化妆品网络营销策略的研究[D].湖南农业大学,2005
[9]刘兴菊.SNS环境中消费者交互行为对购买意向的影响机制研究[D].华中科技大学,2010
[10]刘亚.女大学生身体消费研究——以J大学为例[D].吉林大学,2010
[11]鲁兴虎.网络信任一虚拟与现实之间的挑战[M],南京：东南大学出社.2003：74-90
[12]陆奇.移动社交网络对青年受众态度和行为的影响研究[D].电子科技大学,2011
[13]孟繁荣,孔祥习,彭益福.化妆品网络营销渠道与传统渠道的冲突管理[J].经济师,2010(3)
[14]梦非.社会化商务环境下意见领袖对购买意愿的影响研究[D].南京大学,2012
[15]倪哗刚.虚拟社区第三方评价模式对消费者购买意愿影响研究[D].复旦大学,2008
[16]邱蕾.社会化媒体对消费者购买意愿的影响研究[D].江西财经大学,2009
[17]王沁.基于消费者感知的网络交易信任机制研究[D].浙江大学,2005.
[18]吴振华.长沙城区女性购买化妆品的影响因素初探[D].湖南师范大学,2010
[19]徐弘.社交网络对游客购买意向影响研究[D].浙江大学,2011
[20]徐琳.网络口碑可信度影响因素的实证研究[J].财贸研究,2007(5)：113—117.
[21]许莹.农产品广告投放及消费者反应研究[D].浙江大学,2007
[22]于海霞.不同传播途径的化妆品广告对女大学生购买意向影响的研究[J].大众商务,2010
[23]喻国明.关注web2.0新传播时代的实践图景[J].新闻写作,2007(1)：13-15
[24]张丽璇.当代大学生在社交网络中的行为研究及思想政治教育对策[D].北京化工大学,2011
[25]张彦超.社交网络服务中信息传播模式与舆论演进过程研究[D].北京交通大学,2012
2 徐弘.社交网络对游客购买意向影响研究[D].浙江大学,2011
3 黄婷.社交网络服务(SNS)的用户接受影响因素研究[D].浙江大学,2009
1 徐弘.社交网络对游客购买意向影响研究[D].浙江大学,2011
2 王冰.社交网络电子商务应用用户研究与交互设计[D].大连海事大学,2009
3 邱蕾.社会化媒体对消费者购买意愿的影响研究[D].江西财经大学,2009
1 李爱美.大众传媒对女大学生消费行为的影响——对武汉地区高校女大学生的调查[D].华中农业大学,2009
2 刘兴菊.SNS环境中消费者交互行为对购买意向的影响机制研究[D].湖南师范大学,2010
1 陆奇.移动社交网络对青年受众态度和行为的影响研究[D].电子科技大学,2011
1 梦非.社会化商务环境下意见领袖对购买意愿的影响研究[D].南京大学,2012
2 程秀芳.虚拟社区网络口碑对消费者决策行为影响研究[D].中国矿业大学,2012
1 许莹.农产品广告投放及消费者反应研究[D].浙江大学,2007
2 许莹.农产品广告投放及消费者反应研究[D].浙江大学,2007
3 Roger D.Blackwell[美],Paul W. Miniard[美], James F. Engle[美]著,徐海,朱红祥,于涛译.消费者行为学(原书第九版)[M],北京：机械工业出版社,2003,4
1 Solomen[美],张硕阳等译.消费者行为(第五版)[M],经济科学出版社,2003
1 王沁.基于消费者感知的网络交易信任机制研究[D].浙江大学,2005
1 王沁.基于消费者感知的网络交易信任机制研究[D].浙江大学,2005
1 孟繁荣,孔祥习,彭益福.化妆品网络营销渠道与传统渠道的冲突管理[J]..经济师,2010(3)
[1]Roger D.Blackwell[美],Paul W. Miniard[美], James F. Engle[美]著,徐海,朱红祥,于涛译.消费者行为学(原书第九版)[M],北京：机械工业出版社,2003,4
[2]陈爽.国内都市女性化妆品消费行为实证分析及营销启示[D].西南财经大学,2007
[3]陈新跃,杨德礼.基于顾客价值的消费者消费者购买决策模型[J].管理科学,2003(16)：59-62
[4]郭庆光.传播学教程[M],北京：中国人民大学出版社,2001.
[5]何璐.我国SNS社交网络的发展与人们交往方式的研究[D].陕西师范大学,2011
[6]李爱美.大众传媒对女大学生消费行为的影响——对武汉地区高校女大学生的调查[D].华中农业大学,2009
[7]李永凤.中国SNS社区的营销策略分析[D].内蒙古大学,2010
[8]林华.中国化妆品网络营销策略的研究[D].湖南农业大学,2005
[9]刘兴菊.SNS环境中消费者交互行为对购买意向的影响机制研究[D].华中科技大学,2010
[10]刘亚.女大学生身体消费研究——以J大学为例[D].吉林大学,2010
[11]鲁兴虎.网络信任一虚拟与现实之间的挑战[M],南京：东南大学出社.2003：74-90
[12]陆奇.移动社交网络对青年受众态度和行为的影响研究[D].电子科技大学,2011
[13]孟繁荣,孔祥习,彭益福.化妆品网络营销渠道与传统渠道的冲突管理[J].经济师,2010(3)
[14]梦非.社会化商务环境下意见领袖对购买意愿的影响研究[D].南京大学,2012
[15]倪哗刚.虚拟社区第三方评价模式对消费者购买意愿影响研究[D].复旦大学,2008
[16]邱蕾.社会化媒体对消费者购买意愿的影响研究[D].江西财经大学,2009
[17]王沁.基于消费者感知的网络交易信任机制研究[D].浙江大学,2005.
[18]吴振华.长沙城区女性购买化妆品的影响因素初探[D].湖南师范大学,2010
[19]徐弘.社交网络对游客购买意向影响研究[D].浙江大学,2011
[20]徐琳.网络口碑可信度影响因素的实证研究[J].财贸研究,2007(5)：113—117.
[21]许莹.农产品广告投放及消费者反应研究[D].浙江大学,2007
[22]于海霞.不同传播途径的化妆品广告对女大学生购买意向影响的研究[J].大众商务,2010
[23]喻国明.关注web2.0新传播时代的实践图景[J].新闻写作,2007(1)：13-15
[24]张丽璇.当代大学生在社交网络中的行为研究及思想政治教育对策[D].北京化工大学,2011
[25]张彦超.社交网络服务中信息传播模式与舆论演进过程研究[D].北京交通大学,2012