【作者】 丁宇；

【导师】 高歌；

【作者基本信息】 吉林大学 ， 管理科学与工程， 2017， 硕士

【摘要】 随着互联网基础设施及相关法律法规的逐渐完善,我国的互联网行业进入了不断加速的发展阶段。互联网行业之中社会化媒体的发展尤为迅速,其中以微信为代表的亲密关系链社交模式和以微博为代表的“关注+娱乐”模式的混合社交模式成为资本市场比较青睐的商业模式。另一方面,电子商务的发展也越发成熟,国内的淘宝和京东也处于迅猛发展阶段,各电子商务平台不断寻求新的利润增长点,这一过程中促使电子商务的技术和运营模式不断更新。而在不断地探索之中,社会化媒体与电子商务签收形成的社会化电子商务成为了二者共同的业务亮点。社会化媒体在为电子商务的开展注入了新鲜的血液,同时网络购物也成为社会化媒体的又一盈利方式。目前,社会化电子商务在国内尚处于新生阶段,各企业仍处于初步探索中,与传统电子商务相比,社会化电子商务同样面临如何建立用户初始信任的问题,更因社会化媒体特性的融入,导致影响社会化电子商务初始信任的因素变得更为复杂。本研究通过研究影响社会化电子商务消费者初始信任的影响因素,深入发掘了各影响因素通过何种机制影响社会化电子商务环境下消费者的初始信任。分类的讨论模式有助于企业针对性地使用关于初始信任建立的相关建议,进而提高绩效,获取实际的经济利益。本研究引入了具有理论和实践意义的社会化媒体因素进入模型,确定本研究所使用的社会化电子商务环境下消费者初始信任模型。通过问卷调查的方法,以参与过社会化电子商务活动的消费者为研究对象,借助SPSS软件的统计分析功能对经过筛选的255份参调消费者的有效样本进行分析。研究结果验证了本研究所提出的假设,支持该假设模型,最终得到以下结论:(1)本研究验证了感知有用性在社会化电子商务交易经验与初始信任之间的中介作用。社会化电子商务交易经验对于初始信任有显著的影响,社会化电子商务中推荐该商品的好友是否具有交易经验直接影响消费者对该商品或服务的初始信任。本研究还发现,推荐该商品的好友的社会化电子商务交易经验还对消费者的感知有用性有显著影响,有相关购物经验的好友的推荐对于消费者做出购买选择有一定的参考价值,社会化电子商务交易经验不仅对初始信任具有积极的直接影响,还可以通过影响消费者的感知有用性进而影响初始信任。(2)本研究验证了信任倾向在社交网络成员关系与初始信任之间的中介作用。社交网络成员关系对于初始信任有显著的影响,社会化电子商务中推荐该商品或服务的好友与消费者的关系亲密及日常互动行为影响消费者对该商品或服务的初始信任。推荐该商品或服务的好友的社交网络成员关系还对消费者的信任倾向有显著影响,消费者更倾向于信任关系较为亲密、日常活动较多的好友的推荐,社交网络成员关系不仅对初始信任具有积极的直接影响,还可以通过影响消费者的信任倾向进而影响初始信任。更多还原

【Abstract】 With the Internet infrastructure and related laws and regulations gradually improved,China’s Internet industry has entered a stage of rapid development.In the Internet industry,the development of social media is especially rapid.The mixed social model,which is represented by We Chat,and the mixed-social model represented by microblogging has become the commercial model of capital market.On the other hand,the development of e-commerce is more mature,the domestic Taobao and Jingdong is also in a stage of rapid development,the e-commerce platform to continue to seek new profit growth point,this process to promote e-commerce technology and business model constantly updated.And continue to explore among the social media and e-commerce sign the formation of social e-commerce has become a common business highlights of the two.Social media in the development of e-commerce into the fresh blood,while online shopping has become a social media,another way of profit.At present,the socialization of e-commerce in the country is still in the new stage,the enterprises are still in the initial exploration,compared with the traditional e-commerce,social e-commerce also faced with how to establish the initial trust of users,but also because of the integration of social media characteristics,Leading to the impact of social e-commerce initial trust factors become more complex.Through the study of influencing factors of the initial trust of socialized e-commerce consumers,this study explores the mechanism of influencing factors on the initial trust of consumers under the socialized e-commerce environment.The discussion model of the classification helps the enterprise to use the relevant recommendations on the initial trust,and thus improve the performance and obtain the actual economic benefits.This paper introduces the theoretical and practical social factors into the model to determine the initial trust model of consumers under the social e-commerce environment used in this study.Through the questionnaire survey,consumers who participated in socialized e-commerce activities were selected as the research object,and the effective samples of 255 consumers were analyzed by SPSS software statistical analysis function.The results of this study validate the hypothesis proposed in this study and support the hypothesis model,and finally get the following conclusions:(1)This study validates the mediating role of perceived usefulness between socialized e-commerce transaction experience and initial trust.Social e-commerce transaction experience has a significant impact on the initial trust,social e-commerce in the recommendation of the merchandise friends have a transaction experience directly affect the consumer’s initial trust in the goods or services.The study also found that the recommendation of the product of friends of the socialization of e-commerce trading experience also has a significant impact on the perceived usefulness of consumers,the relevant shopping experience of friends recommended for consumers to make a choice to buy a certain reference value,The experience of socialized e-commerce transactions has a positive direct impact not only on initial trust,but also by influencing consumers’ perceived usefulness and influencing initial trust.(2)This study validates the mediating role of trust bias between social network membership and initial trust.Social network membership has a significant impact on initial trust,and the relationship between friends and consumers who recommend the goods or services in social e-commerce.Intimacy and daily interaction affect consumers’ initial trust in the goods or services.The social network membership of friends who recommend the goods or services also has a significant impact on the consumer’s tendency to trust,the consumer is more inclined to trust the relationship is more intimate,the daily activities of more friends recommended,social network membership not only for the initial trust Has a positive direct impact,but also by influencing the consumer’s tendency to trust and thus affect the initial trust.更多还原