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论文编号：	11002
作者编号：	2120152989
上传时间：	2019/6/17 11:16:06
中文题目：	基于用户视角的互联网电商危机处置行为研究
英文题目：	Research on Internet E-commerce Crisis Disposal Behavior Based on User Perspective
指导老师：	徐建华
中文关键字：	互联网电商；危机处置；用户行为；用户视角
英文关键字：	Internet e-commerce; crisis management; user behavior; user perspective
中文摘要：	近十年以来，我国互联网电商发展十分迅猛，涌现了一大批优秀的互联网电商企业，无论是规模上还是质量上都有了质的飞跃。但与此同时，互联网电商的服务质量并没有完全跟上企业的发展速度，因产品质量问题和假货问题而产生的互联网电商与用户之间的纠纷日益增多。每年的3月15日左右，都会集中涌现出各种问题。在问题发生、处理与解决的过程中，一旦触及到用户的利益，部分问题甚至会演变成为互联网电商企业危机。当危机发生后，如果互联网电商企业未能识别危机的信号，对危机未能及时且恰当的处理，在一定程度上，会影响互联网电商的形象，进而阻碍互联网电商的发展进步。对于互联网电商来说，在危机处置过程中，研究用户的信息行为并根据用户信息行为来制定危机处置的策略是十分必要的。本文将从用户的视角出发，运用问卷调查法研究用户的行为，并以此为依据，提出了互联网电商危机处置的相关策略，以期能为互联网电商提供危机处置的参考。研究通过分析互联网电商危机处置中用户的基本信息，行为特征以及在此基础上的用户信息行为，包括用户的信息搜寻行为、信息选择行为以及信息传播行为等，可以发现，无论是用户的网购行为还是互联网电商危机处置中的用户信息行为，首先会受到用户性别、年龄、收入、学历和职业等基本背景信息的影响；个人背景对用户的网购行为和信息行为有着根本性的影响，是造成后续用户网购行为和互联网电商危机处置中用户信息行为特征的出发点所在；而互联网电商危机处置中的用户信息行为直接受到网购行为的影响，网购的习惯、金额和支付手段，也将直接影响用户对互联网电商的观点和看法，影响其信息的分享与传播情况。研究最后，根据用户信息特征和用户信息行为特征，提出了互联网电商危机处置时的相关合理化建议。在危机爆发阶段，互联网电商应该尽快确认危机、重视市场反应，保持冷静、沉着面对；迅速做出回应、注意差评群体，态度诚恳，不回避、不拖卸责任；着手危机调查，时刻向用户反映进展，安抚用户情绪。在危机处置阶段，互联网电商应该从用户角度出发，制定危机处理方案，实施危机处理方案，让用户满意。在重塑形象阶段，互联网电商应该评估危机处理结果，总结用户各阶段反映，做好危机处理的善后工作，广泛吸收各方公众意见；重塑电商形象，重获用户信任。此外，研究还围绕调研中发现的有关互联网电商用户的具体行为，进一步探讨用户行为对互联网电商危机处置的影响。研究认为，用户人口学特征影响电商危机处置的方向，用户网购行为影响电商危机预防，用户信息行为影响电商危机处置具体过程，用户评价分析影响电商危机处置细节制定。现有的研究大多是从互联网电商本身出发，提出有关危机处置的公关策略，本研究基于互联网电商重要利益相关者“用户”的视角，将互联网电商用户的行为与危机处置相结合，拓展了现有的危机处置理论。研究提出的基于用户视角的互联网电商危机处置策略，可被广泛的运用于互联网电商危机处置中，帮助互联网电商在危机处置的各个阶段，深刻考虑用户的诉求，重视用户对危机处置的反馈，从而优化危机处置方式，提升危机处置能力，使危机处置结果得到用户的认可，重获用户信任，进一步推动互联网电商的可持续发展。关键词：互联网电商；危机处置；用户行为；用户视角
英文摘要：	In the past ten years, China's Internet e-commerce has developed very rapidly, and a large number of excellent Internet e-commerce companies have emerged, both in scale and quality. At the same time, however, the quality of Internet e-commerce services has not fully kept pace with the development of enterprises, and disputes between Internet e-commerce and users due to product quality problems and counterfeit goods are increasing. Every year around March 15th, there will be a variety of problems. In the process of problem occurrence, processing and resolution, once the interests of users are touched, some problems may even evolve into an Internet e-commerce crisis. When the crisis occurs, if the Internet e-commerce company fails to identify the crisis signal, the failure to deal with the crisis in a timely and appropriate manner will, to a certain extent, affect the image of the Internet e-commerce, and thus hinder the development and progress of the Internet e-commerce. For Internet e-commerce, it is necessary to study the user's information behavior and formulate the crisis management strategy according to the user information behavior during the crisis management process. This paper will use the questionnaire survey method to study the user's behavior from the user's point of view, and based on this, put forward the relevant strategies for the Internet e-commerce crisis disposal, in order to provide a reference for crisis disposal for Internet e-commerce. By analyzing the basic information, behavior characteristics and user information behaviors of users in the Internet e-commerce crisis, including the user's information search behavior, information selection behavior and information dissemination behavior, it can be found that users' online shopping Behavior or user information behavior in the Internet e-commerce crisis is first affected by basic background information such as user gender, age, income, education and occupation; personal background has a fundamental impact on users' online shopping behavior and information behavior. The starting point of the user information behavior characteristics of subsequent users' online shopping behavior and Internet e-commerce crisis disposal; while the user information behavior in the Internet e-commerce crisis disposal is directly affected by online shopping behavior, the online shopping habits, amount and payment means will also be directly affect users' views and opinions on Internet e-commerce, affecting the sharing and dissemination of their information. At the end of the research, according to the characteristics of user information and the behavior characteristics of user information, the relevant rationalization suggestions for the disposal of Internet e-commerce crisis are put forward. In the outbreak of the crisis, Internet e-commerce should confirm the crisis as soon as possible, pay attention to the market reaction, keep calm and calmly face; respond quickly, pay attention to the bad review group, be sincere, do not evade, and not evade responsibility; start crisis investigation, moment Reflect progress to users and appease user emotions. In the crisis management stage, Internet e-commerce should start from the user's point of view, develop a crisis management plan, implement a crisis management plan, and satisfy users. In the stage of reshaping the image, Internet e-commerce should evaluate the results of crisis management, summarize the reflections of users at various stages, do a good job in the aftermath of crisis management, and widely absorb the public opinions of all parties; reshape the image of e-commerce and regain the trust of users.In addition, the research also explores the specific behavior of Internet e-commerce users found in the survey, and further explores the impact of user behavior on the disposal of Internet e-commerce crisis. The study believes that the user demographic characteristics affect the direction of e-commerce crisis disposal, the user online shopping behavior affects the e-commerce crisis prevention, the user information behavior affects the specific process of e-commerce crisis disposal, and the user evaluation analysis affects the e-commerce crisis disposal details. Most of the existing researches are based on the Internet e-commerce itself, and propose a public relations strategy for crisis management. This study combines the behavior of Internet e-commerce users with crisis management based on the perspective of “users” of important stakeholders of Internet e-commerce. Expanded the existing crisis management theory. The research on the Internet e-commerce crisis management strategy based on user perspective can be widely used in the Internet e-commerce crisis disposal, helping Internet e-commerce to deeply consider the user's demands at various stages of crisis management, and paying attention to users' handling of the crisis. Feedback, thereby optimizing the crisis disposal method, improving the crisis handling ability, making the crisis disposal results recognized by users, regaining the trust of users, and further promoting the sustainable development of Internet e-commerce. Key Words: Internet e-commerce; crisis management; user behavior；user perspective
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