社交电商是社交关系与电子商务的结合体，近年来随着商品经济的发 展，社交电商作为新兴的电商形态越来越受到人们的青睐。在演变发展过程 中社交电商诞生了多种形态，其中通过个人社交关系进行商业活动的个人 社交电商发展迅速，其实质是代表着对人际关系的渗透越来越深。在现实中， 经常出现人们身边有一定亲密关系或实际接触的人开始从事社交电商，双 重角色的转换让人们的认知开始出现混淆，不当的关系营销更是容易导致 心理上的远离。因此研究不同广告行为通过心理距离中介影响浏览意愿对 于个人社交电商来说至关重要。 本文以消费者心理距离为中介，探讨不同广告行为因素对心理距离的 影响，以检验出不同心理距离对个人社交电商浏览意愿的影响。通过问卷调 查和统计分析，本文发现心理距离在社交打扰和浏览意愿间起着完全中介 作用，在社交场景广告期望和浏览意愿间起着较弱的部分中介作用，其中利 益群组广告期望与心理距离不存在中介作用，情感群组广告期望与心理距 离存在中介作用。而发布频率在社交打扰和心理距离间存在调节作用，发布 频率的上升会最终导致心理距离的下降。这些发现有助于补充以往研究的 一些结论。 关键词：个人社交电商 浏览意愿 心理距离 社交关系 0 RESEARCH ON THE INFLUENCING FACTORS OF P ERSONAL SOCIAL E-COMMERCE ON BROWSING INTE NTION BASED ON ADVERTISING PERCEPTION MEDIAT ED BY PSYCHOLOGICAL DISTANCE ABSTRACT Social e-commerce is a combination of social relations and e-commerce. In recent years, with the development of commodity economy, social e-commerce, as an emerging form of e-commerce, has been increasingly favored by people.In the process of evolution and development, social e-commerce has given birth to a variety of forms, among which personal social e-commerce, which conducts business activities through personal social relations, has developed rapidly, which in essence represents the deeper penetration of interpersonal relations.In reality, people with certain intimate relationships or actual contacts often start to engage in social e-commerce. The transformation of dual roles makes people's cognition start to be confused. Improper relationship marketing is more likely to lead to psychological distance.Therefore, it is very important for individual social e- commerce to study the influence of different advertising behaviors on browsing intention through psychological distance. This paper takes the psychological distance of consumers as an intermediary to explore the influence of different advertising behavior factors on the psychological distance, so as to test the influence of different psychological distance on the browsing intention of individual social e-commerce.Through questionnaire investigation and statistical analysis, this paper found that the psychological distance between social disturb and browsing will plays an intermediary role completely, advertisement in social scene between expectations and browsing will play a weaker part of the intermediary role, including interest 1 groups advertising there is no intermediary role expectation and psychological distance, emotional group advertising expectation and psychological distance exists intermediary role.However, the publication frequency has a moderating effect between social disturbance and psychological distance, and the increase of the publication frequency will eventually lead to the decrease of psychological distance.The findings add to some of the conclusions of previous research. KEY WORDS: Personal Social E-commerce;Browse the Willingness; Psychological Distance; Social Relation 2 目 录 摘要 II ABSTRACT ............................................................................................................................... I 第一章 绪论 .......................................................................................................................... 5 1.1 研究背景和意义 ............................................................................................................. 5 1.2 研究内容、思路与框架 ..................................................................................................... 7 1.2.1 研究内容 ......................................................................................................................... 7 1.2.2 研究思路 ......................................................................................................................... 7 1.2.3 研究框架 ....................................................................................................................... 10 1.3 研究方法和技术路线 ....................................................................................................... 12 1.3.1 研究方法 ....................................................................................................................... 12 1.3.2 研究技术路线 ................................................................................................................ 13 1.4 研究创新 ........................................................................................................................... 13 第二章 个人社交电商和社交电商心理距离相关文献综述 ............................................ 15 2.1 个人社交电商国内外文献研究综述 ............................................................................... 15 2.2 社交电商心理距离国内外文献研究综述 ....................................................................... 19 2.3 文献评述 ........................................................................................................................... 22 第三章 个人社交电商广告感知影响模型的研究假设及构建 ........................................ 24 3.1 个人社交电商广告感知影响模型的研究假设 ............................................................... 24 3.1.1个人社交电商感知目的对心理距离的影响作用 ......................................................... 24 3.1.2个人社交电商社交场景广告期望对心理距离的影响作用 ......................................... 25 3.1.3社交打扰对心理距离的影响作用 ................................................................................. 26 3.1.4个人社交电商心理距离具有中介作用 ......................................................................... 26 3.1.5个人社交电商发布频率具有调节作用 ......................................................................... 27 3.2 个人社交电商广告感知影响模型的构建 ....................................................................... 27 第四章 个人社交电商广告感知影响模型的研究方案设计 ............................................ 29 4.1 问卷设计 ........................................................................................................................... 29 4.2 预调研问卷的前期测试 ................................................................................................... 32 3 4.2.1问卷预调研 ..................................................................................................................... 32 4.2.2预调研问卷信度分析 ..................................................................................................... 32 4.2.3预调研问卷效度分析 ..................................................................................................... 34 4.2.4小结 ....................................................................................................................... 38 第五章 个人社交电商广告感知影响模型的假设检验与关系研究 ................................ 39 5.1 样本描述 ........................................................................................................................... 39 5.2 正式调查问卷信度分析 ................................................................................................... 39 5.3 正式问卷效度分析 ........................................................................................................... 40 5.4 个人社交电商广告感知影响假设模型的验证 ............................................................... 47 5.4.1社交场景广告期望在假设模型中所起作用的效应检验 ............................................. 48 5.4.2社交打扰在假设模型中所起作用的效应检验 ............................................................. 51 5.5 假设检验结果汇总 ..................................................