传统购物方式虽然一定程度上满足消费者的需求，但其对地域和时间的限制的缺点 也在逐渐暴露出来。互联网的在国内的普及使得广大的商品消费的潜在群体不仅仅能够 通过传统的购物方式进行面对面的购买商品，同时也可以通过网络来完成对自己喜爱商 品的购买。互联网网络购物的兴起不仅在一定的程度上弥补了传统购物方式在时间和地 域上显著缺点，同时也为广大消费者提供种类丰富的产品。但网络购物平台的不断发展 中，其也逐渐暴露出具有的弊端。其中最为严重就是网购平台中消费者与商品之间没办 法近距离接触，从而对商品的正是信息了解甚少，从而购买到的产品与自身期望具有较 大差距，进而对消费者的网购购买意愿产生一定的影响。因此，对互联网网络购物平台 中消费者选购商品具体的影响因素进行细致探讨一直以来都引起学者的广泛关注。 因此本文基于消费者强弱关系理论、消费者感知风险为基础，结合刺激-机体-反馈 模型，从外部信息和个体认知两方面探讨社会化电子商务平台中消费者选购商品意愿之 间的影响因素。研究结果显示社会化电商平台中消费者外部信息（关系强度和社会互动） 对消费者个体的感知风险以及个体感知风险对消费者选购商品的意愿的相关性均小于0。 且本研究提出的10个研究假设均得到充分的验证，且所有路径系数的显著性水平均达 到显著性水平。表明社会化电子商务平台中消费者通过凭借与亲朋好友以及相关产品的 评论者之间的关系，进行不同程度的沟通与交流，进而可以收集到更多有关商品的真实 信息，从而进一步增加消费者个体的感知有用性、感知价值，从而减少自我感知风险， 更有利于提高社会化电商平台中消费者选购商品的意愿，即社会化电商平台中消费者之 间的关系强度和社会互动通过个体感知风险、感知有用性以及感知价值显著性影响购买 意愿。 关键词：社会化电子商务平台，关系强度，社会互动，结构方程 II Abstract Althoughthetraditionalshoppingmethodmeetstheneedsofconsumerstoacertain extent,thedisadvantagesofitsgeographicalandtimerestrictionsaregraduallyexposed.The popularityoftheInternetinChinahasmadeitpossibleforthevastpotentialgroupof consumersofgoodsnotonlytopurchasegoodsface-to-facethroughtraditionalshopping methods,butalsotopurchasetheirfavoritegoodsthroughnumerousnetworks.Theriseof Internetshoppingnotonlycompensatestoacertainextentthesignificantshortcomingsof traditionalshoppingmethodsintermsoftimeandgeography,butalsoprovidesawiderange ofproductsforconsumers.However,thecontinuousdevelopmentofonlineshopping platformshasgraduallyexposeditsdisadvantages.Themostseriousoftheseisthatthereis noclosecontactbetweenconsumersandgoodsintheonlineshoppingplatform,solittle informationisavailableabouttheproduct.Asaresult,theproductspurchasedhavealarge gapwiththeirownexpectations,andconsumers’onlineshoppingpurchasesWillingnesshas acertaineffect.Therefore,adetaileddiscussionofthespecificinfluencingfactorsof consumers'purchaseofgoodsintheInternetonlineshoppingplatformhasattracted widespreadattentionfromscholars. Therefore,thispaperisbasedonthetheoryofstrongandweakconsumersandthe perceivedrisksofconsumers,combinedwiththestimulus-body-feedbackmodel,fromthe externalinformationandindividualcognitiontoexploretheconsumerwillingnesstobuy goodsinthesocializede-commerceplatform.Influencingfactors.Theresearchresultsshow thattheexternalinformation(relationshipstrengthandsocialinteraction)ofconsumersin socializede-commerceplatformshasacorrelationbetweenperceivedriskstoindividual consumersandindividualperceivedriskstoconsumers'willingnesstopurchasegoods.And the10researchhypothesesproposedinthisstudyhavebeenfullyverified,andthe significancelevelofallpathcoefficientshasreachedasignificantlevel.Itshowsthat consumersinsocializede-commerceplatformscancommunicatewithdifferentdegreesof communicationandexchangebyvirtueoftheirrelationshipswithrelatives,friendsand reviewersofrelatedproducts,sothattheycancollectmorerealinformationaboutproducts, therebyfurtherincreasingconsumers.Individuals'perceivedusefulnessandperceivedvalue, therebyreducingself-perceivedrisks,andmoreconducivetoincreasingthewillingnessof consumerstopurchasegoodsinsociale-commerceplatforms,thatis,thestrengthof relationshipsandsocialinteractionsbetweenconsumersinsociale-commerceplatforms Significantlyinfluencepurchasewillingnessthroughindividualperceivedrisk,perceived usefulness,andperceivedvalue. Keywords:socializede-commerceplatform;relationshipstrength;socialinteraction; structuralequation III 目录 摘要.............................................................................................................................................I Abstract...................................................................................................................................II 第1章绪论...............................................................................................................................1 1.1研究背景.......................................................................................................................1 1.2研究目的.......................................................................................................................2 1.3文献综述.......................................................................................................................2 1.3.1关系强度研究现状............................................................................................2 1.3.2社会互动研究现状............................................................................................4 1.3.3感知价值研究现状............................................................................................6 1.3.4感知有用性研究综述........................................................................................7 1.3.5在线购买意愿研究现状....................................................................................8 1.4研究意义.....................................................................................................................10 1.4.1理论意义..........................................................................................................10 1.4.2现实意义..........................................................................................................11 1.5研究方法与论文框架.................................................................................................11 1.5.1研究方法..........................................................................................................11 1.5.2论文框架..........................................................................................................12 1.6主要创新点.................................................................................................................13 第2章理论基础.....................................................................................................................14 2.1关系强度理论.............................................................................................................14 2.2刺激-机体-反馈理论（S-O-R）...............................................................................15 2.3感知风险理论.............................................................................................................15 2.4感知风险理论的研究.................................................................................................16 3.1研究变量界定.............................................................................................................17 3.1.1用户关系强度..................................................................................................17 3.1.2社会互动..........................................................................................................17 3.1.3感知风险..........................................................................................................18 3.1.4感知有用性......................................................................................................18 3.1.5感知价值..........................................................................................................19 3.1.6用户购买意愿..................................................................................................19 3.2理论假设.....................................................................................................................20 3.2.1用户关系强度与感知风