基于强弱关系理论的社会化商务购买意愿影响因素研究

摘要/Abstract

摘要：

在社会化商务环境下,基于强弱关系理论分析了用户间关系强度对用户购买意愿的影响,并从社会化媒体的信息流动角度,对比分析了不同用户产生信息在用户间关系强度的协调作用下对用户接收信息的差异性影响,从而对用户购买意愿的间接作用。利用实验和实证方法,基于自建的社会化商务实验平台,验证了用户间关系强弱对用户接收信息的差异性影响以及对用户购买意愿的直接和间接作用,其中强关系更能提高用户接收信息质量,缓解电子商务环境下的信息过量问题;同时强关系更能刺激用户购买意愿。本文体现了强弱关系理论在社会化商务关系营销中的作用,说明了客户关系管理重要性,有助于电商企业选择合适的社会化商务营销策略提高收益。

关键词: 社会化商务, 强关系, 弱关系, 信息过量理论, 购买意愿

Abstract:

This paper proposes a conceptual framework that utilizes the strong and weak relationship theory to explain the effect of relationship strength between users on purchase intention in social commerce. From the perspective of social media, an experimental platform of social commerce is established by us in renren.com, the paper analyzes the mediating effect of relationship strength between user-generated information and user-received information, then indirectly impacts on purchase intention with experimental method and empirical study. The results show that different relationship strength between users has different influence on user-received information and purchase intention. Especially, strong relationship between users plays a significant role for alleviating information overload problem, improving information quality and stimulating purchase intention. The study advises managers in social commerce to develop strong behavioral and emotional ties with consumers for customer relationship management and marketing management.

Key words: social commerce, strong relationship, weak relationship, information overload, purchase intention

冯娇, 姚忠. 基于强弱关系理论的社会化商务购买意愿影响因素研究[J]. , 2015, 27(12): 99-109.

Feng Jiao, Yao Zhong. What Factors Affect Purchase Intention in Social Commerce:Based on Strong and Weak Relationship Theory[J]. , 2015, 27(12): 99-109.

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