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论文编号：	13113
作者编号：	2120202877
上传时间：	2022/6/6 18:14:21
中文题目：	社会化电商用户产品信息偶遇利用行为组态研究——基于IE过程模型
英文题目：	Configuration Research on Product Information Encounter Utilization Behavior of User in Social E-Commerce——Based on IE Process Model
指导老师：	焦媛媛教授
中文关键字：	社会化电子商务；信息偶遇利用行为；IE 过程模型；模糊定性比较分析
英文关键字：	Social E-Commerce; Encounter Information Utilization Behavior; IE Process Model; Fuzzy Qualitative Comparative Analysis
中文摘要：	在以用户生成内容（UGC）和人际互动为主要特征的社会化电商情境下，用 户经常会无意间碰到一些感兴趣的或有用的产品信息，这种经历即为产品信息 偶遇。产品信息偶遇已经成为社会化电商用户日常中屡见不鲜的、十分重要的产 品信息来源，既有可能发生在淘宝、京东等“交易型”社会化电商中，也可能发 生在小红书和抖音等“内容型”社会化电商中。相比主动搜索，被动、意外的产 品信息偶遇能够发掘用户存在于潜意识中的需求，给用户带来惊喜和喜悦的感 受。用户偶遇产品信息后可能会采取积极的利用行为，包括购买、收藏与分享。 但产品信息偶遇利用行为并不总是发生，用户也有可能直接忽略，此时产品信息 的价值未被充分挖掘，对平台而言流量减少，购买转化率降低，并对用户粘性造 成消极影响。因此，分析如何促进用户产品信息偶遇后的利用行为已经成为社会 化电商实现“引流、出货、变现”三部曲的关键问题。 目前营销领域缺乏对产品信息偶遇的研究，尤其社会化电商情境下对产品 信息偶遇的研究几近于无。本文引入 IE 过程模型，提取了产品信息内容、形式 及评估三个维度下的 8 个前因变量。鉴于信息偶遇过程具有“非线性”的特征， 本文使用模糊定性比较分析的方法（fsQCA）来探究“交易型”与“内容型”两 类社会化电商下条件变量的组态如何导致产品信息偶遇利用行为的发生。 研究结果表明：（1）“交易型”社会化电商用户采取“信源可信度*产品信息 有用性”的边缘路径来决定采取何种产品信息偶遇利用行为，而“内容型”社会 化电商用户采取“产品信息质量*产品信息有用性”的核心路径进行决策；（2） 出于较高的信任水平，“交易型”社会化电商用户购买时更看重“情感型信息 *UGC”的组态，而“内容型”社会化电商用户购买时更看重“描述型信息*MGC” 的组态，原因在于用户使用后者购物时防备心更强；（3）“情感型信息*~产品信 息热度”的组态对于促进两类社会化电商用户进行分享都起到了重要作用，表明 用户分享的动机是利他与自我呈现。最后基于研究发现，本文对社会化电商平台 提出了管理建议，期望能促进社会化电子商务市场的良性、稳健发展。
英文摘要：	In the context of social e-commerce, which is mainly characterized by user generated content (UGC) and interpersonal interaction, users often encounter some interesting or useful product information unintentionally, which is called product information encounter. Product information encounter has become a very important and frequent source of product information in the daily life of social e-commerce users. It may occur not only in "transactional" social e-commerce such as Taobao and Jingdong, but also in "content-oriented" social e-commerce such as Xiaohongshu and Tik Tok. Compared with active search, passive and unexpected product information encounter can explore users' subconscious needs and bring users a sense of surprise and joy. After encountering product information, users may take active utilization behaviors, including purchase, collection and sharing. However, product information encounter utilization behavior does not always occur, and users may directly ignore it. In this case, the value of product information is not fully explored, which reduces traffic for the platform, reduces purchase conversion rate, and has a negative impact on user engagement. Therefore, analyzing how to promote users' utilization behavior after product information encounter has become a key issue for social e-commerce to realize the trilogy of "drainage, shipment and cash out". At present, there is a lack of research on product information encounter in the field of marketing, especially in the context of social e-commerce. This paper introduces IE process model, and extracts 8 antecedent variables under the three dimensions of product information content, form and evaluation based on the model. In view of the nonlinear nature of information encounter, fuzzy qualitative comparative analysis (fsQCA) is used to explore how the configuration of conditional variables leads to utilization behavior. In view of the "non-linear" characteristics of information encounter process, this paper uses the fuzzy qualitative comparative analysis method (fsQCA) to explore how the configuration of conditional variables in "transactional" and "content-oriented" social e-commerce results in the occurrence of product information encounter utilization behavior. Through data processing and analysis, this article found after product information encounter: (1) "Transactional" social e-commerce users take the edge path of "source credibility * product information usefulness" to decide what kind of product information encounter utilization behavior to adopt, while "content" social e-commerce users take the core path of "product information quality * product information usefulness" to make decisions; (2) Due to a high level of trust, "transactional" social ecommerce users pay more attention to the configuration of "emotional information *UGC", while "content" social e-commerce users pay more attention to the configuration of "descriptive information *MGC", because users are more defensive when using the latter; (3) The configuration of "emotional information *UGC*~ product information heat" plays an important role in promoting user sharing behavior. It shows that users' motives for sharing are altruism and self-presentation. Finally, based on the research findings, this paper puts forward management suggestions for the social e-commerce platform, hoping to promote the benign and stable development of the social e-commerce market.
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