消费者社会交互行为的影响因素及其管理策略研究

Social interactions refer to the process in online shopping where the behaviors or attitudes of one consumer exert influences on other consumers. Typical social interaction behaviors include Conformity, Normative Conflict, and Seeking for Uniqueness. Social interactions have come into existence quite long ago. However, the emergence of Internet and Social Media significantly reduced the costs of social interaction, enriched its types, improved its desimination speed, enlarged its scale, and enhanced its potentil impacts. Rooted in the social commerce contexts and grounded on Social influence theory, the current project will focus on Normative Conflict and Seeking for Uniqueness behaviors of customers. It endeavors to collect objective data, conduct data analyses, modify related theories, while examining the boundary conditions of theories in terms of different product types, buyer characteristics, and social interaction channels. By doing so, this project aims at enriching and advancing theories on social commerce and marketing management. It will also offer managerical implications to online marketplace operators and online vendors.

社会互动指的是消费者的行为活动通过媒体影响其它人对于产品的评价或者购物选择的过程。社会互动行为具体的表现形式包括从众、叛众、标新立异等。社会互动很早就已经出现，但是互联网和社会化媒体的普及大大降低了社会互动的成本，丰富了社会互动的形式，增加了社会互动的速度、规模和潜在影响。本课题以社会化商务为应用背景，以社会影响力理论为视角，通过客观数据收集和分析，提出消费者社会互动行为（尤其是叛众和标新立异行为）影响的理论模型，并研究模型在各种产品类型、用户特征、交互方式因素条件下的适用条件，丰富和发展社会化商务与营销管理的相关理论，对互联网购物平台企业和商家的网络营销实践具有重要的指导意义。

在阿里巴巴等电子商务平台上，网商通过发出各种各样的质量信号（包括：营销类、运营类、定价类、支付方式类等）力图吸引更多的消费者购买他们的商品。消费者收到这些质量信号以后，要理解这些质量信号的含义，然后会通过社会化媒体在更广泛的人群中进行传播。本课题基于消费者心理学以及社会交互理论，研究卖家发出的各种质量信号如何才能更好的被消费者所认知、消化并广泛传播，以及哪些因素会调节这些信号的效果。通过与淘宝网合作，本课题收集了大量的数据，并实证了多种质量信号对于网商绩效影响的作用，相关结论对于网商的运营以及电商平台的管理都具有比较重要的管理学启示意义。