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论文编号：	13946
作者编号：	2120213330
上传时间：	2023/6/6 20:54:10
中文题目：	社交电商中推荐类UGC的表达方式对说服效果的影响研究
英文题目：	Research on the Influence of Recommendation UGC Expression Patterns on Persuasion Effect in Social E-commerce
指导老师：	许晖
中文关键字：	社交电商;推荐类UGC;表达方式;说服效果;归因理论
英文关键字：	Social e-commerce;Recommendation UGC;Expression;Persuasion effect;Attribution theory
中文摘要：	随着Web2.0交互时代的到来，消费者由被动的信息接收者转变为主动的信息传播者甚至是创作者，用户生成内容（UGC）应运而生。在营销领域，UGC是消费者在互联网上发布的关于企业、品牌及其产品或服务的信息，包括在线评论、购物分享等内容。在此背景下，出现了社交媒体和电子商务融合的社交电商。区别于传统电商的在线评论，社交电商中的UGC以其形式丰富、个性化、社交互动性强等特点成为消费者购物决策时重要的参考信息。相较于参考负面口碑进行“排雷式”购物，推荐类UGC能帮助消费者直接做出决策，因此其对于消费者决策、品牌口碑、电商平台的发展愈发重要。但近几年，口碑操纵现象频发导致社交电商陷入信任危机，推荐类UGC整体的说服效果大打折扣，这严重影响了UGC的价值实现。以往关于说服效果的研究大多集中在广告、新闻、教育等领域，根据霍夫兰说服理论，说服效果反映了个体的决策过程，因此本研究基于说服理论与归因理论，对社交电商中推荐类UGC的表达方式对说服效果的影响进行探讨，并且探索了信任危机背景下消费者的动机归因和信任倾向对说服效果的影响，丰富了说服效果、归因理论在消费者行为领域的相关研究。 本文基于文献和理论回顾，将推荐类UGC的表达方式分为说服导向型和分享导向型，将UGC态度、产品态度、购买意愿三个维度作为说服效果的衡量标准。通过探索性研究归纳出社交电商情境下两种表达方式的特点，并对变量间的关系进行初步探索，结果表明说服导向型具有诱导性、模板化、重产品的特点，而分享导向型具有生活化、随意性、重感受的特点。在实证分析部分，本文对概念模型进行检验，结果表明相较于说服导向型，分享导向型的推荐类UGC对消费者的说服效果更好；感知推荐动机在其中起到中介作用，相较于说服导向型，分享导向型会使消费者产生更高的感知利他动机，而感知利他动机对说服效果有显著的正向影响；同时，研究发现在推荐类UGC的表达方式影响说服效果的过程中，消费者的信任倾向发挥调节作用，当消费者的信任倾向较高时，推荐类UGC不同的表达方式对说服效果的影响没有显著差异，而当消费者的信任倾向较低时，分享导向型比说服导向型有更好的说服效果。
英文摘要：	With the advent of the interactive era of Web 2.0, consumers have shifted from passive information receivers to active information disseminators and even creators, and user generated content (UGC) has emerged as the times require. In the field of marketing, UGC refers to information about companies, brands, and their products or services posted by consumers on the Internet, including online reviews, shopping sharing, and other content. In this context, there has been a convergence of social media and e-commerce in social e-commerce. Unlike online reviews in traditional e-commerce, UGC in social e-commerce has become an important reference information for consumers when making shopping decisions due to its rich forms, personalization, and strong social interaction. Compared to "demining" shopping based on negative word of mouth, recommended UGC can help consumers make direct decisions, so they are increasingly important for consumer decision-making, brand word of mouth, and the development of e-commerce platforms. However, in recent years, the frequent occurrence of word of mouth manipulation has led to a crisis of trust in social e-commerce, and the overall persuasive effect of recommended UGC has been greatly reduced, which has seriously affected the value realization of UGC. Previous studies on persuasion effect mostly focused on advertising, news, education and other fields. According to Hovland's persuasion theory, persuasion effect reflects the decision-making process of individuals. Therefore, based on the persuasion theory and attribution theory, this study discusses the influence of the expression of recommendation UGC in social e-commerce on persuasion effect, and explores the influence of consumers' motivation attribution and trust tendency on persuasion effect in the context of trust crisis, It enriches the relevant research of persuasion effect and attribution theory in the field of consumer behavior. Based on literature and theoretical review, this article divides the expression of recommended UGC into persuasion oriented and sharing oriented, and uses three dimensions of UGC attitude, product attitude, and purchase intention as the measurement criteria for persuasive effectiveness. Through Exploratory research, the characteristics of the two expressions in the context of social e-commerce are summarized, and the relationship between the variables is preliminarily explored. The results show that the persuasive oriented type is inductive, template oriented, and product oriented, while the sharing oriented type is life oriented, casual, and feeling oriented. In the empirical analysis section, this article tests the conceptual model, and the results show that the sharing oriented recommendation UGC has a better persuasive effect on consumers compared to the persuasion oriented UGC; Perceived recommendation motivation plays a mediating role in this process. Compared to persuasion oriented type, sharing oriented type can generate higher perceived altruistic motivation for consumers, and perceived altruistic motivation has a significant positive impact on persuasion effectiveness; At the same time, the study found that consumer trust propensity plays a moderating role in the process of influencing the persuasive effect of recommended UGC expressions. When consumer trust propensity is high, there is no significant difference in the impact of different recommended UGC expressions on the persuasive effect, while when consumer trust propensity is low, the sharing oriented type has better persuasive effect than the persuasion oriented type.
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