社交网络环境下的消费者契合研究

With the rise of e-commerce and social networking sites, customer engagement has become one of the most popular frontier issues in the current studies on electronic marketing. Managing customer relationships through social networking sites has become an important component of successful electronic marketing strategies. It becomes critical to understand the determinants and influences of customer engagement in brand communities in social networking sites, which is one of the most important research topics in electronic marketing strategies. Building in the literature of relationship marketing and online community, this project develops a theoretical model to investigate the antecedents and consequences of customer engagement and empirically examines it in the online social networking context. Main research contents of the project include (1) the characteristics of customer engagement in social networking platforms, (2) determinants and consequences of customer engagement in social networking environment, and (3) impacts of customer engagement in O2O commerce. The project will enrich the theory of customer engagement, build a theoretical research model to explain the antecedents and consequences of customer engagement, develop validated measures and data collecting ways through a longitudinal setting with both subjective and objective data, and provide theoretical support for the development of electronic marketing in the social networking sites as well as enrich the foundation of relationship marketing.

在电子商务和社交网络的高速发展下，消费者契合问题是当前网络市场营销研究的前沿领域之一。通过社交网站建立、管理和经营消费者关系网已然是成功网络营销的重要组成部分。社交网络品牌社区中消费者契合的成因和影响问题是当前网络市场营销的重要课题。本课题以社交网络的特点为基础，结合关系营销和虚拟社区等文献，着眼于消费者契合发展这一现实问题，对增强消费者契合的要素和消费者契合产生的影响进行研究。课题的主要内容包括：(1) 社交网络下消费者契合特征，(2) 社交网络下消费者契合的形成机制和影响机理，和 (3) 基于O2O的消费者契合作用机制。课题旨在构建和完善消费者契合的理论和方法，建立社交网络中品牌社区的消费者契合形成发展的总体模型，利用纵断调研法和主客观数据结合完善验证和分析方法，为社交网络营销的成功展开做好理论基础；同时也将有利于企业提高运用社交网络进行市场营销的能力、制定有效商业策略和提高竞争优势。

随着电子商务和社交网络的高速发展，用户的消费者契合问题得到了广泛关注，是现代互联网营销研究的前沿领域。因此，研究社交网络环境下的消费者契合概念、成因和影响机制等问题成为现代互联网营销研究中的重要课题。项目组成员按照项目计划内容，提出了影响消费者契合的行为因素和心理因素，加深了对消费者契合的理解，对社交网络和电子商务平台中的用户行为进行分析和探究，并进一步对社交问答平台中的用户依赖和后使用阶段行为做深入分析和研究，为研究用户契合的作用机制提供了新的视角，完善并发展了用户契合的相关理论。本项目工作丰富了现有的用户行为和互联网营销领域研究，为企业开展有效的互联网营销提供了决策参考和指导。截止目前，本项目取得了一定的学术成果，标注本项目资助的已发表（含在线发表）SCI/SSCI期刊论文7篇，包括Information Technology & People（1篇）、Information Processing & Management（1篇）、International Journal of Information Management（2篇）、Information Systems Frontiers（1篇），其中发表于2019年International Journal of Information Management论文入选ESI高被引论文。