社会化媒体与电子商务的融合，形成了社会化商务。尤其是在当下短视频与 网红经济模式火爆的背景下，社会化商务平台创造的价值日益增多。在这些社会 化商务网站中，其会提供各种各样的平台工具，诸如评级评分、论坛社区、产品 广告推送等。用户通过学习这些不同平台工具提供的信息，既可以获得良好的社 交经验与知识，同时也可以加强自身对在线购买目的的理解，进而做出更加理性 的购买决策。但是，用户对这些不同平台工具的学习使用状况究竟如何，其又是 如何影响用户的购买意愿，并进而使其做出相应的购买决策，该问题从学术角度 与实业角度尚未得到充分研究与解释。 基于此研究背景，本文试图从社会学习这一研究视角出发，探究消费者对不 同平台工具的学习使用与其最终的购买意愿之间的影响关系。本项目采用文献研 究和实证研究相结合的方式，先是通过阅读大量的相关研究文献，以社会学习理 论为基础，引入了认知信任、情感信任、购买意愿等研究变量，并提出了在社会 化商务环境下消费者对不同平台工具的学习使用与购买意愿之间的影响模型，同 时提出相关的研究假设。通过借鉴以往成熟研究的相关量表，设计本项研究的调 查问卷。通过线上与线下同时发放问卷的方式，获取相关研究数据，共计回收得 到有效问卷514份。之后对问卷数据进行整理，采用SPSS软件对相关数据进行 信度分析、效度分析，之后采用结构方程模型对本文提出的研究假设进行验证。 研究表明认知和情感信任是购买意愿的主要影响因素，认知信任比情感信任 会对消费者的购买意愿产生更为显著的正向影响。此外，从论坛社区和从等级评 论中学习，均会对认知信任和情感信任产生显著正向影响。并且从论坛社区中学 习对情感信任产生的影响要更为显著。从等级评论中学习则会对认知信任中产生 更为显著的影响。但是从社会推荐中学习和从社会广告中学习对消费者的认知信 任或情感信任并没有产生显著影响。综上上述研究结果，首先在扩展社会学习理 论应用范围的同时，可以为社会化商务中消费者购买决策过程提供一个更加全面 合理的解释。同时本文的相关研究成果也可以为社会化商务网站的运营经理提供 指导，帮助他们清晰了解不同的社会化商务工具对消费者购买意愿所起的作用， 以便更加合理地在不同的社会化商务工具上分配资源和精力，进而设计更加有效 的社会化商务网站，提高绩效。 关键词：社会化商务；社会化商务工具；认知信任；情感信任；购买意愿 社会化商务工具学习对消费者购买意愿影响研究 1 ABSTRACT The integration of social media and e-commerce has formed social commerce. Especially in the current short video and web celebrity economic model behind the boom, social business platform create more and more value. In these social business sites, they will provide a variety of platform tools, such as rating, forum community, product advertising push. By learning the information and knowledge provided by these different platforms, users can not only gain good social experience and knowledge, but also enhance their understanding of the purpose of online purchase, so as to make more rational purchase decisions. However, how users learn and use these different platform tools, and how it affects consumer purchase intention and then makes them make corresponding purchase decisions, has not been fully studied and explained from the academic and industrial perspectives. Based on this research background, this paper attempts to explore the relationship between consumer learning and use of different platform tools and their ultimate purchase intention from the perspective of social learning. This project adopts the way of combining literature research and empirical research, first by reading lots of related research literature, on the basis of social learning theory, the introduction of the cognitive evaluation, emotional evaluation, purchase intention, and put forward under the environment of social business platform for consumers in tool to study the influence of the use and purchase intention between model, and puts forward research hypothesis. The questionnaire of this study was designed by referring to the relevant scales of previous mature studies. By issuing questionnaires online and offline at the same time, relevant research data were obtained, and a total of 514 valid questionnaires were recovered. After that, the questionnaire data were sorted out, and the relevant data were analyzed with SPSS for reliability and validity. Then, the structural equation model was used to verify the research hypothesis proposed in this paper. Research shows that cognitive and affective evaluation are the main predictors of purchase intention, and cognitive evaluation has higher predictive power than affective evaluation. In addition, learning from forums and communities, from ratings and comments, can have a significant impact on cognitive and emotional evaluation. Furthermore, learning from forums and communities will play a more important role in emotional evaluation. Learning from ratings and reviews plays a more important role in determining cognitive assessment. Learning from social advice had no significant effect on cognitive or emotional evaluation. Taken together, these findings provide a comprehensive understanding of consumer purchasing decision-making process and extend the application scope of social learning theory. This finding also ABSTRACT 2 provides guidance for social business managers to design more effective websites and to allocate resources and efforts across different social business tools. KEYWORDS: social business; social business tools; cognitive trust; emotional trust; purchase intention 社会化商务工具学习对消费者购买意愿影响研究 1 目 录 第一章 绪论 ............................................ 1 第一节 研究背景 .................................................. 1 第二节 研究目的和意义 ............................................ 3 一、研究目的 .................................................... 3 二、研究意义 .................................................... 3 第三节 研究方法 .................................................. 4 一、文献综述法 .................................................. 4 二、问卷调查法 .................................................. 4 三、结构方程模型 ................................................ 4 第四节 研究创新点 ................................................ 4 第五节 研究框架与技术路线图 ...................................... 5 一、研究框架 .................................................... 5 二、技术路线图 .................................................. 6 第二章 文献综述 ........................................ 7 第一节 社会化商务 ................................................ 7 一、社会化商务概述 .............................................. 7 二、社会化商务的分类 ............................................ 8 三、社会化商务中用户行为研究 .................................... 9 第二节 社会化商务工具 ........................................... 11 一、论坛社区 ................................................... 11 二、等级评论 ................................................... 12 三、社会推荐 ................................................... 13 四、社会广告 ................................................... 13 五、比较分析 ................................................... 14 第三节 社会学习理论 ............................................. 15 第四节 认知信任与情感信任 ....................................... 16 第五节 消费者购买意愿 ........................................... 16 一、传统模式下购买意愿 ......................................... 16 二、网络模式下购买意愿 ......................................... 17 第三章 研究设计与数据收集 .............................. 19 目录 2 第一节 研究模型 ................................................. 19 第二节 研究假设 ................................................. 19 第三节 量表设计 ................................................. 22 一、对平台工具的学习 ........................................... 22 二、消费者信任 ................................................. 23 三、用户行为 ................................................... 24 第四节 问卷调研 ................................................. 24 一、问卷调查对象 ............................................... 24 二、问卷预调研 ................................................. 24 三、正式问卷 ................................................... 25 四、问卷收集与处理 .........................................