社会化商务根植于社交媒体环境和Web2.0技术，一定程度上缓解了传统电子商 务中消费者间互动程度低的问题，增加了社交属性的社会化商务，更深刻地影响着消 费者间的互动和感知，具有不可估量的市场价值，众企业也为搭建属于自己的社会化 商务平台做出了巨大的努力，但现实中消费者之间的互动效果仍不如愿，因此企业不 能有效地利用环境特征资源以促进经济效益的增加。现有文献也缺乏对环境特征如何 影响消费者间互动的问题，社会化商务环境特征的设计依旧是管理者所面临的挑战。 因此本文基于刺激-机体-反应模型，以消费者间的互动和感知价值为中介，从理论的 角度构建了社会化商务环境特征对购买意愿影响的理论框架，以回答社会化商务特征 如何影响消费者间互动、感知的问题，最终促成购买意愿的形成。此外本文运用问卷 调查法，从实证的角度回答了社会化商务的环境特征对消费者购买意愿是如何影响的 问题。研究结果表明： 1.社会化商务的交互性特征对消费者间的人际互动呈倒U关系，个性化特征对消 费者间的人际互动影响不显著，社会化商务的其余环境特征均显著正向影响消费者间 的产品互动和人际互动。 2.消费者间的产品、人际互动均显著正向影响消费者对功能、情感、社会价值的 感知，继而消费者的感知功能、情感和社会价值均显著正向影响消费者购买意愿。 3.消费者间的互动、感知价值在社会化商务环境特征和购买意愿之间分别具有中 介作用。此外消费者间的互动和感知价值在社会化商务交互性、个性化、社交性环境 和购买意愿之间起部分链式中介作用；消费者间的互动和感知价值在社会化商务粘性 环境和购买意愿之间起完全链式中介作用。 本文的研究结果一定程度上有助于企业为搭建高质量的社会化商务平台提供启 示。未来研究可引入感知风险, 探究社会化商务的环境特征怎样影响消费者的感知风 险；也可从消费者间互动的其他方面来挖掘其与其他变量之间的相互关系；也可以从 产品的差异性考察从社会化商务环境到消费者购买意愿的不同影响作用。 关键词：社会化商务环境；刺激-机体-反应模型；消费者间的互动；消费者感知 价值；购买意愿 II Abstract Social commerce rooted in the social media environment and web 2.0 technology, to a certain extent, relieve the low degree of interaction between consumer in traditional e-commerce environment, increasing the social attribute of social commerce, more profoundly affects the consumers’ interaction and perception, which is incalculable market value, enterprises started to set up their own social commerce platform and made great efforts, but in reality the interactive effect between consumer is not very well, so companies can not effectively use social commerce environment resources to promote the increase of economic benefits. The existing literature also lacks the problem of how the environmental characteristics affect the interaction between consumers. The design of the social commerce environmental characteristics is still a challenge for managers, and there is no specific theoretical framework to guide managers to design. Therefore, we based on the stimulate- body-response model and made the interactions between consumers and perceived value as the intermediary, from the theoretical perspective answering how to the social commerce environment characteristics influence on purchase intention. In addition, this paper collects questionnaires to answers the question of how the environmental characteristics of social commerce affect consumers' purchase intention from an empirical perspective. The research results show that: 1. The interaction of social commerce show an inverted U relationship to the product interactions among consumers, while the personalized features have no significant impact on the social interactions among consumers. The remaining environmental features of social commerce have a significant positive impact on the product interactions and social interactions among consumers. 2. Products and social interactions among consumers have a significant positive impact on consumers' perception of functional value, emotional value and social value, and then consumers' perception function, emotion and social value have a significant impact on consumers' purchase intention. 3. The interaction and perceived value between consumers play an intermediary role between the characteristics of social commerce environment and purchase intention. Consumer interaction and perceived value play a part of the chain intermediary role III between social commerce interaction, personality, social environment and purchase intention; The interaction and perceived value between consumers play a completely chain intermediary role between the social commerce stickness environment and purchase intention. To some extent, the research results are helpful for enterprises to adopt strategies to build high-quality social commerce platforms. In future research, perceived risks can be introduced to explore how the environmental characteristics of social commerce affect consumers' perceived risks.The interrelation between them and other variables can also be explored from other aspects of interaction between consumers.We can also examine the influence of different products from social business environment to consumers' purchase intention. Key words: Social Commerce; Stimulus-Organism-Response Model; Customer-to-Customer Interaction; Perceived Value; Purchase Intention IV 目 录 第一章 绪论 ...................................................................................................................... - 1 - 1.1 选题背景 ............................................................................................................. - 1 - 1.2 研究意义 ............................................................................................................. - 2 - 1.3 研究方法和研究内容 ......................................................................................... - 2 - 1.4 创新点 ................................................................................................................. - 4 - 第二章 文献综述 .............................................................................................................. - 5 - 2.1 刺激-机体-反应模型 .......................................................................................... - 5 - 2.2 社会化商务 ......................................................................................................... - 5 - 2.3 消费者间的互动 ................................................................................................. - 6 - 2.4 消费者的感知价值 ............................................................................................. - 6 - 2.5 购买意愿 ............................................................................................................. - 7 - 2.6 概念间的关系梳理 ............................................................................................. - 7 - 2.7 本章小结 ............................................................................................................. - 8 - 第三章 研究假设与理论模型 ........................................................................................ - 11 - 3.1 社会化商务的环境特征与消费者间的互动 ................................................... - 11 - 3.1.1 交互性与消费者间的互动 .................................................................... - 11 - 3.1.2 粘性与消费者间的互动 ........................................................................ - 12 - 3.1.3 个性化与消费者间的互动 .................................................................... - 12 - 3.1.4 社交性与消费者间的互动 .................................................................... - 13 - 3.2 消费者间的互动与消费者的感知价值 ........................................................... - 13 - 3.2.1 产品互动与消费者的感知价值 ............................................................ - 13 - 3.2.2 人际互动与消费者的感知价值 ............................................................ - 14 - 3.3 消费者的感知价值与购买意愿 ....................................................................... - 14 - 3.4 消费者间互动的中介作用 ............................................................................... - 15 - 3.5 消费者间感知价值的中介作用 ....................................................................... - 15 - 3.6 消费者间互