论文部分内容阅读
社会化媒体平台中顾客的交互对象不仅仅是卖家,在很多情况下是其他顾客,顾客间互动产生的用户自生成内容(UGC)和信任对社会化顾客社区形成具有重要影响。在传播生态学理论框架基础上,构建了社会化顾客社区形成模型,探索社区形成的影响因素和社区促进顾客购买的作用机理。本文收集了396份国内社会化媒体平台用户的调查问卷,使用结构方程进行分析,实证结果证明了社会化媒体平台的技术特征对于用户自生成内容及信任的显著影响和用户自生成内容与信任对顾客社区形成的显著影响。研究成果为企业和社会化媒体平台全方位把握顾客的消费情境和心理,继而提高管理和营销水平等提供了科学的依据。
Customers in social media platforms interact not only with sellers, but in many cases with other customers. Customer-generated content (UGC) generated by customer interactions and trust have a major impact on the formation of a social customer community. Based on the theoretical framework of communication ecology, this paper constructs a social customer community formation model, explores the influencing factors of community formation and the mechanism of community promotion of customer purchase. This paper collects 396 questionnaires from users of social media platforms in China and analyzes them using structural equation. The empirical results demonstrate that the technical characteristics of social media platforms have a significant impact on users’ self-generated content and trust and that users generate content and trust pairs Customer community formed a significant impact. The research results provide a scientific basis for enterprises and social media platforms to grasp the customer’s consumption situation and psychology in an all-round way, and then improve the management and marketing level.