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论文编号：	13122
作者编号：	2120202847
上传时间：	2022/6/6 19:55:16
中文题目：	社会化媒体中用户生成内容质量对消费者在线购买意愿的影响研究
英文题目：	Research on the influence of user-generated content quality in social media on consumers'' online purchase intention
指导老师：	杨坤
中文关键字：	社会化媒体；用户生成内容质量；互动质量；在线购买意愿
英文关键字：	Social Media; User-Generated Content Quality; Interaction Quality; Online Purchase Intention
中文摘要：	社会化媒体的广泛运用为用户生成内容提供了发展平台和传播渠道，与产品和服务相关的用户生成内容成为消费者的重要购买决策依据，众多企业也希望借助用户生成内容与消费者进行价值共创从而提升市场竞争优势。然而，随着用户生成内容数量的不断增长，内容泛滥、质量参差不齐等问题给消费者带来极大的困扰。本研究结合S-O-R理论和传播说服理论，提出研究问题：用户生成内容质量对消费者在线购买意愿的影响存在怎样的作用路径？消费者在浏览用户生成内容时的内在心理状态在用户生成内容质量对其在线购买意愿的影响过程中起到什么作用？ 针对以上研究问题，本文在梳理文献和理论的基础上，将用户生成内容质量划分为信息质量和互动质量，从消费者信任和满意度的角度，提出了用户生成内容质量与消费者在线购买意愿关系的理论模型和相关假设，并通过实证研究对理论模型和关系假设进行了检验。对350份有效问卷的实证分析结果表明：用户生成内容信息质量对消费者信任、消费者满意度具有直接影响，对消费者在线购买意愿没有直接影响；用户生成内容互动质量对消费者信任、消费者满意度以及消费者在线购买意愿具有直接影响；消费者信任、消费者满意度在用户生成内容信息质量、用户生成内容互动质量影响消费者在线购买意愿的过程中具有中介作用。 本文的主要贡献在于：理论层面上，整合信息质量和互动质量两方面探讨用户生成内容质量，并为用户生成内容质量管理提供了一定的理论依据。实践层面上，为提升社会化媒体中的用户生成内容质量提供指导，为企业开展社会化媒体营销提供了实践思路。
英文摘要：	The widespread use of social media provides a development platform and dissemination channel for user-generated content. User-generated content related to products and services has become an important purchasing decision basis for consumers. Many enterprises also hope to use user-generated content to create value with consumers to create a competitive advantage in the market. However, with the ever-increasing amount of user-generated content, the proliferation of content and the uneven quality of content have caused great distress to consumers. Combining S-O-R Theory and the Communication Persuasion Theory, this study proposes a research question: What is the effect path of user-generated content quality on consumers' online purchase intention? And what is the role of consumers' internal psychological state when browsing user-generated content in the influence of user-generated content quality on their online purchase intention? Aiming at the above research questions, this thesis, based on the literature and theories, divides user-generated content quality into information quality and interaction quality, proposes a theoretical model and related hypotheses about the relationship between user-generated content quality and consumers' online purchase intention from the perspective of consumer trust and satisfaction. The empirical analysis results of 350 valid questionnaires show that: the information quality of user-generated content has a direct impact on consumer trust and consumer satisfaction, but has no direct impact on consumers' online purchase intention; the interaction quality of user-generated content has a direct impact on consumer trust, consumer satisfaction and consumers' online purchase intention; consumer trust and consumer satisfaction have a mediating role in the process of user-generated content information quality and user-generated content interaction quality affecting consumers’ online purchase intention. The main contributions of this thesis are: On the theoretical level, it integrates information quality and interaction quality to discuss user-generated content quality, and provides a theoretical basis for user-generated content quality management. At the practical level, it provides guidance for improving user-generated content quality in social media, promotes social media platforms to optimize personalized recommendation services, and provides practical ideas for enterprises to carry out social media marketing.
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