【作者】 刘小静；

【导师】 刘征驰；

【作者基本信息】 湖南大学 ， 应用经济学， 2020， 硕士

【摘要】 随着我国经济发展,人们物质生活水平不断提高,体验品在经济中的占比日益增大。但由于体验品事前质量不确定性,信息不对称下的“逆向选择”问题可能导致市场萎缩。而社交媒体的广泛应用和新兴信息技术的普及,使得消费者可以更加便捷地与他人互动获取信息,从而降低不确定性风险,提高产品匹配度,促进其体验品购买行为。因此,立足于社会互动探讨体验品消费行为是一个极具现实意义的研究课题。体验品是指消费者只能在购买使用后才能了解其质量和效用的商品,因而体验品消费过程中存在“信息不对称”和“信任缺失”的问题。消费者往往会通过与其他社会成员互动的方式来缓解这类问题,包括与生产者之间的“产消互动”,以及与其他消费者之间的“用户互动”,互动内容又可以分为基于认知的“信息互动”和基于主观体验的“情感互动”。“信息互动”可以向消费者传递产品质量信号,“情感互动”有助于建立消费者信任,社会互动通过这两种机制促进体验品消费行为。在知识付费平台“知乎”中,既有用户之间的社会互动行为,又有知识体验品的消费行为,适合作为实证研究对象。通过“知乎Live”的实证分析表明:(1)产消情感互动和用户情感互动对体验品消费行为有正向影响;(2)产消信息互动对体验品消费行为有正向影响,用户信息互动对体验品消费行为有负向影响;(3)产消互动对用户互动的效果具有负向调节作用。异质性分析表明:社会互动对实用型产品的影响大于对娱乐型产品的影响。实证分析结果为体验品生产者提供了实践建议:体验品生产企业可通过新兴自媒体、品牌社群、免费试用等方式加强与消费者互动,传递积极信号,建立信任关系,提高消费者满意度,从而提升盈利水平和市场竞争力。更多还原

【Abstract】 With China’s economic development,people’s living standards continue to improve,and the proportion of experience goods is increasing day by day.However,due to the uncertainty of experience goods’ quality,consumers sometimes find the products inferior only after consumption,resulting in complaints and trust crisis among customers,which have severe damage to the development of the market.Meanwhile,with the widespread application of social media and the proliferation of information technology,consumers can acquire information through interaction with others,reducing the risk of uncertainty and improving product matching,which can promote purchase behavior of experience goods.Therefore,it is meaningful to explore the impact of social interaction on experience goods consumption.Experience goods refer to the products that consumers cannot know their true quality and their real preferences before consumption,as a result,consumers face severe problems such as information asymmetry and lack of trust in the process of consumption.Consumers tend to interact with other members in order to reduce the risk of experience goods purchase,including “producer-user interaction” and “users interaction”,and according to the content of interaction,there is cognitive-based“information interaction” and experience-based “emotional interaction”.Information interaction can send product quality signals to consumers,while emotional interaction can promote trust of consumers,which are the mechanisms of social interaction to promote experience goods consumption.There are not only social interactions but also experience goods purchase behavior on the platform “Zhihu”,which is suitable as an empirical research object.The empirical results of “Zhihu Live” shows that:(1)producer-user interaction has a positive impact on experience goods consumption;(2)users emotional interaction has a positive impact on experience goods consumption,while users information interaction has a negative impact on experience goods consumption;(3)producer-user interaction moderates the effect of users interaction.The heterogeneity analysis shows that the impact of social interaction on practical products is greater than that of entertainment products.The empirical results provide implications for experience goods producers.Companies should enhance interaction with users through emerging social media platform,or brand community and free sampling,which can send positive signals to customers and establish long-term trust relationship,thus improving profitability and competitiveness.更多还原