【作者】 姚远；

【导师】 王铁男；

【作者基本信息】 哈尔滨工业大学 ， 工商管理， 2019， 硕士

【摘要】 随着社交媒体的兴起,电子商务的发展态势也在逐渐向社交商务靠拢。而新零售模式的诞生,更是让电子商务的下一步发展置身于疑团之中。在社交商务环境下,如何增强以消费者为核心的各类交互过程,以新零售为契机提升不同维度下的消费者体验,进而有效提升消费者的购买意愿,营造出和谐共赢的消费生态,这是学术界和业界始终共同关注的问题。本文主要围绕新零售服务及现阶段国内消费群体特征,明确了新零售为固有社交商务模式带来的冲击与改变,进而构建出新零售下社交商务特性对消费者购买意愿的影响模型,从而把握电商变革动向,提升消费者购物体验。本文以S-O-R理论为基础,选取了最契合国内网络购物环境和新零售背景的三大社交商务特性,并以此作为模型的环境刺激因素。同时从信息支持与情感支持等两大维度刻画消费者体验,探讨了其在社交商务特性与消费者购买意愿间发挥的中介作用,并以此作为接受环境刺激的机体,将消费者购买意愿作为机体做出的反应。本文通过梳理新零售的含义、模式、战略布局等相关内容,进一步明确了新零售的两大核心,即效率与体验,以此为基础探讨了新零售服务在模型中对消费者体验与购买意愿间发挥的调节作用。本文通过问卷法进行数据收集,并借助Smartpls2.0及SPSS24.0对模型进行实证分析。结果显示,社交商务的交互性、粘性对信息支持和情感支持等消费者体验均有正向影响,并在信息支持与情感支持的中介作用下间接影响消费者购买意愿。个性化对信息支持存在正向影响,但对情感支持的影响不显著,同时个性化在信息支持的中介作用下间接影响消费者购买意愿。新零售服务在情感支持与消费者购买意愿之间起正向的调节作用,但在信息支持与消费者购买意愿之间没有起到正向的调节作用,甚至是负向的。最后,本文针对实证分析结果进行了结果讨论,深入剖析模型验证过程中存在的问题及其代表的现实意义,并以此为基础,分别从新零售下社交商务的交互性、个性化、粘性等三大角度提出对策建议。更多还原

【Abstract】 With the rise of social media,the development trend of e-commerce is gradually moving towards social commerce.We can’t predict the next development of e-commerce due to the birth of the new retail model.In the social business environment,how to enhance various interaction processes with consumers as the core,improve consumer experience in different dimensions with the opportunity of new retail,and then effectively enhance consumers’ purchase intention and create a harmonious and win-win consumer ecology has always been a concern of the academia and the industry.Based on this,this paper focuses on the characteristics of new retail services and domestic consumer groups at the present stage,clarifies the impact and change brought by the new retail on the inherent social business model,in order to build a model of the influence of social business characteristics on consumers’ purchase intention under the new retail,so as to grasp the trend of e-commerce reform and improve consumers’ shopping experience.Based on the S-O-R theory,this paper selects the three social business characteristics that best fit the domestic network shopping environment and the background of new retail,and takes them as the environmental stimulation factors of the model.At the same time,it depicts consumer experience from two dimensions of information support and emotional support,discusses the mediating role of social business characteristics and consumers’ purchase intention,and takes this as the organism receiving environmental stimulation,and takes consumers’ purchase intention as the response of the organism.By sorting out the meaning,mode,strategic layout and other relevant contents of new retail,this paper further clarifies the two core points of new retail,namely efficiency and experience,and on this basis,discusses the moderating role of new retail services implementing the core in the model between consumer experience and purchase intention.In this paper,data were collected through questionnaire method,and the model was empirically analyzed with the help of Smartpls2.0 and SPSS24.0.The results show that the interaction and stickiness of social commerce have positive effects on consumer experience such as information support and emotional support,and indirectly influence consumers’ purchase intention under the mediating effect of information support and emotional support.Personalization has a positive impact on information support,but has no significant impact on emotional support.Meanwhile,under the mediating effect of information support,personalization indirectly affects consumers’ purchase intention.New retail service plays a positive regulating rolebetween emotional support and consumers’ purchase intention,but it does not play a positive regulating role or even a negative one between information support and consumers’ purchase intention.Finally,this paper discusses the results of empirical analysis,deeply analyzes the problems in the process of model validation and the practical significance of its representation,and on this basis,puts forward countermeasures and suggestions from the three perspectives of interaction,personalization and stickiness of social commerce under the new retail.更多还原