【作者】 刘莹；

【导师】 李宝库；

【作者基本信息】 辽宁工程技术大学 ， 管理科学与工程， 2023， 博士

【摘要】 社会化商务是利用社会化媒体和Web2.0技术的在线商务应用程序。作为一种新型电子商务模式,社会化商务支持社交互动和用户生成内容,推动社会环境由以往的以产品和服务为导向转变为以用户和社交为导向的深刻变革。社会环境的变革反映并重塑用户的消费观念与行为模式,尤其对农村居民群体的消费心理和消费行为产生更为深远的现实影响。鉴于社会化商务对外部社会环境和内在行为模式的改变,全面深入地解析社会化商务情境下农村居民的在线行为成为亟待探究的重要议题。依循“提出问题—分析问题—理论推演—实证检验/仿真模拟—解决问题”的研究范式与逻辑思路,本研究以农村居民作为研究对象,基于媒体系统依赖理论、准社会互动理论和社会认同理论,利用调查研究、结构方程建模和系统仿真研究等方法,探讨社会化商务情境下农村居民在线行为的驱动因素与作用结果。具体研究内容和结论如下:第一,提出了农村居民在社会化商务平台的用户生成内容行为的差异化驱动因素与作用结果。研究发现,基于行为角度,用户生成内容可区分为消费、参与和创建三种行为模式。理解依赖关系是消费和参与行为的显著预测因素;目标依赖关系和娱乐依赖关系是消费、参与和创建行为的显著预测因素。消费、参与和创建行为能够有效提高农村居民的商业活动参与意愿,商业活动参与意愿能够进一步预测实际商业活动参与行为。第二,揭示了农村居民在社会化商务平台的用户生成内容行为对商业活动参与意愿的内在作用机制和边界条件。实证分析发现,在影响者的作用下,农村居民的用户生成内容行为对商业活动参与意愿具有促进效应,准社会关系和社会认同在二者之间发挥链式中介作用。同时,准社会关系能够增强影响效应,在二者之间发挥中介和调节的双重作用。第三,构建了社会化商务平台中用户生成内容行为与商业活动参与行为之间的外在动态演化模型。基于系统动力学衍生模型,提出建模依据和建模思想,通过提出假设、构建模型、确定模型规则和配置参数等过程,通过模拟仿真计算模型平衡点和调整参数进行敏感性分析,细致地描述两种行为的转变过程,确定提升行为状态转化模型效率的对策。第四,提取了农村居民在社会化商务平台的商业活动参与行为特征。基于改进RFM模型指标,依据农村居民在社会化商务平台的用户行为数据,采用K-Means算法进行聚类分析。按照用户价值排名,将农村居民群体划分为重要保持型用户、发展型用户和一般型用户,构建了反映农村居民商业活动参与行为的用户价值画像。本研究在社会化商务的整体框架下,围绕农村居民的用户生成内容行为形成层级递进的逻辑框架,逐渐深入地剖析农村居民的在线行为。研究成果深化和丰富了农村居民群体的异质性研究,拓展和延伸了用户在线行为的研究情境和应用范畴,为平台企业、平台商家和广告商更有效地制定符合农村居民群体和市场发展规律的管理策略提供重要参考。该论文有图44幅,表48个,参考文献389篇。更多还原

【Abstract】 Social commerce is an online business application that leverages social media and Web 2.0technologies.As a new electronic commerce model,social commerce supports social interaction and user generated content.Social commerce has driven a profound change in the social environment from the previous product-oriented and service-oriented to user-oriented and socialoriented.The change in the social environment reflects and reshapes users’ consumption concepts and behavior patterns,especially affecting the consumption psychology and behavior of rural residents in a more profound way.Because of the changes in social commerce on the external social environment and internal behavior patterns,a comprehensive and in-depth analysis of the online behavior of rural residents in social commerce context has become an important issue to be explored.Following the research paradigm and logic of "problem formulation-problem analysistheoretical derivation-empirical testing/simulation-problem solving",the dissertation takes rural residents as the research object.Based on media system dependency theory,para-social interaction theory,and social identity theory,the dissertation uses survey research,structural equation modeling,and system simulation to explore the drivers and outcomes of rural residents’ online behavior in social commerce context.The specific research contents and conclusions are as follows:Firstly,the dissertation presents the differentiated drivers and outcomes of user generated content behaviors of rural residents in social commerce platforms.It is found that based on the behavioral perspective,user generated content can be distinguished into three behavioral patterns:consuming,participating,and creating.Understanding dependency relations is a significant predictor of consuming and participating behaviors;orientation dependency relations and play dependency relations are significant predictors of consuming,participating,and creating behaviors.Consuming,participating,and creating behaviors can effectively increase rural residents’ willingness to participate in business activities,and willingness to participate in business activities can predict actual participation in business activities.Secondly,the dissertation reveals the intrinsic mechanisms and boundary conditions of user generated content behaviors of rural residents in social commerce platforms on the willingness to participate in business activities.The empirical analysis finds that,under the role of influencers,user generated content behaviors of rural residents have a facilitative effect on the willingness to participate in business activities.Para-social relationships and social identity play a chain mediating role between user generated content behaviors and the willingness to participate in business activities.Para-social relationships can enhance the effect,and play a dual role of mediation and moderation.Thirdly,the dissertation constructs an external dynamic evolution model between user generated content behavior and participation in business activities in social commerce platforms.Based on the system dynamics derived model,the dissertation proposes the modeling basis and ideas,and through the processes of proposing hypotheses,constructing models,determining model rules and configuration parameters,calculating model equilibrium points,and adjusting parameters for sensitivity analysis through simulation.The dissertation describes the transformation process of the two behaviors meticulously and determines countermeasures to enhance the efficiency of the behavior state transformation model.Finally,the dissertation extracts the characteristics of rural residents’ participation in business activities on social commerce platforms.Based on the user behavior data of rural residents in the social commerce platform,based on the improved RFM model indexes,a clustering analysis is conducted using the K-Means algorithm.According to the value ranking,rural residents are divided into important retention users,development users,and general users.The dissertation constructs a user value portrait that reflects the participation in business activities of rural residents.Under the overall framework of social commerce,the dissertation forms a hierarchical and progressive logical framework around the user generated content behavior of rural residents and gradually analyzes their online behavior in depth.The findings deepen and enrich the research on the heterogeneity of rural residents’ groups,and expand and extend the research context and application scope of users’ online behavior.It provides important references for platform enterprises,platform merchants,and advertisers to formulate management strategies that are in line with the development rules of rural residents’ groups and the market.更多还原