信息技术的飞速发展催生了社交方式的转变，基于移动通讯技术的社交网络 平台（SNS）应运而生，它的出现改变了个人的生活方式以及分享信息的方式。 与此同时社交网络平台还鼓励用户参与到分享的行为当中然后产生很多用户生 成的内容（UGC），该功能增加了信息分发的方式，拓展了信息沟通交流的渠道。 这些由用户分享生成的内容从侧面反映了分享者的心理和行为偏好，尤其是关于 消费内容的分享，能够给予社交营销以理论支撑，帮助商家在社交网络平台上进 行精准营销。因此，对于消费者在社交网络平台上的分享行为进行深入探究，掌 握消费者的分享特点和心理作用过程，是非常重要的课题。 本研究选择了社交网络平台上一种特定的分享内容——消费行为进行深入 分析，探究消费者对于体验型消费和实物型消费的分享意愿差异。基于研究主题， 本研究主要包括三个部分：（1）探究消费者在社交网平台上对消费类型的分享 偏好；（2）基于分享偏好的差异，探究该现象背后的作用机制，即验证社会赞 许在消费类型和社交网络平台分享偏好关系的中介作用；（3）从自我监控角度 出发，探究不同分类的人群的分享偏好差异影响因素，即自我监控对社会赞许和 社交网络平台分享意愿之间的调节作用。根据本研究的结果，可得出以下结论： 社交网络平台用户更倾向于分享体验型消费而不是实物型消费，体验型消费比实 物型消费有更高的社会赞许度，因而引发了用户在社交网络平台上更高的分享意 愿。社交网络平台上用户对于不同类型消费分享意愿受到用户自我监控水平的影 响，即相较于低自我监控的用户，高自我监控的用户在分享意愿方面呈现更显著 的差异。本研究拓展了社交网络平台上用户的行为研究，同时对于商家根据其产 品属性选择合适的市场营销策略也具有一定的参考价值。 关键词：社交网络平台，消费类型，社会赞许，自我监控 II ABSTRACT The rapid development of information technology has led to the transformation of social interaction methods. Based on mobile communication technology the social networking sites (SNSs) came into being and has changed the way of people living and information sharing. At the same time, SNSs also encourage users to participate in the sharing behavior and then generate a lot of user-generated content (UGC), which increases the way of information distribution and expands the channels of information communication. The UGC reflects the psychological and behavioral preferences of the information sharer, especially regarding the sharing of consumer content, which can provide theoretical support for social marketing and help merchants to accurately market on SNSs. Therefore, it is a very important topic to deeply explore the sharing behavior of consumers on SNSs and to grasp the sharing characteristics and psychological processes of consumers. To gain a deep insight of sharing behavior on SNSs, we investigate what type of purchase (material purchase vs. experiential purchase) people would like to share on SNSs. Based on the research topic, this paper mainly includes three parts: (1) to explore consumers' sharing preferences between different purchase types on SNSs; (2) to explore the mechanism behind the phenomenon based on the differences of sharing intention, that is, to verify the mediating role of social approval between the relationship of purchase type and sharing intention (3) to explore the influencing factors of sharing preferences of different categories of people, that is, the role of self-monitoring in regulating the social appreciation and sharing willingness of social networking sites. Based on the results of this research, the following conclusions can be drawn. SNSs users have a higher sharing intention on experiential purchases rather than material purchases. Experiential purchases have a higher social approval than material purchases, and thus, lead to higher sharing intention on SNSs. The impact of purchase type on SNSs users’ sharing intention depends on their self-monitoring level. Users in high self- monitoring show a more significant difference in sharing intention between two purchase types in compare with users in low self-monitoring. This study expands the research on users’ behavior on social networking sites, and is valuable for the merchants to choose the appropriate marketing strategy according to its product attributes. III KEY WORDS：Social networking sites, Purchase type, Social approval, Self- monitoring IV 目 录 摘要 ................................................................................................................ I ABSTRACT ...................................................................................................... II 第1章 绪论 ....................................................................................................... 1 1.1 研究背景 .................................................................................................. 1 1.2 研究意义 .................................................................................................. 2 1.3 国内外研究现状 ....................................................................................... 4 1.4 研究内容与方法 ....................................................................................... 5 1.5技术路线 ................................................................................................... 6 第2章 文献综述 ............................................................................................... 8 2.1 消费类型 .................................................................................................. 8 2.1.1 消费类型的定义 ................................................................................ 8 2.1.2 消费类型差异研究 ............................................................................ 8 2.2 社交网络平台上分享行为 ....................................................................... 9 2.3 社会赞许 ................................................................................................ 11 2.4 自我监控 ................................................................................................ 12 2.4.1 自我监控定义 ................................................................................. 12 2.4.2 自我监控的测量 .............................................................................. 13 2.5 本章小结 ................................................................................................ 13 第3章 研究假设 ............................................................................................. 16 3.1 理论基础-自我呈现理论 ........................................................................ 16 3.1.1 自我呈现理论定义 .......................................................................... 16 3.1.2 社交网络平台上自我呈现行为....................................................... 17 3.2 假设一 .................................................................................................... 18 3.2.1 社交网络平台上消费分享行为....................................................... 18 3.2.2 假设一提出 ..................................................................................... 19 3.3 假设二 .................................................................................................... 19 3.3.1 社会赞许与自我呈现理论关联研究 ............................................... 19 3.3.2 假设二提出 ..................................................................................... 20 3.4 假设三 .................................................................................................... 21 3.4.1 自我监控与自我呈现关联研究....................................................... 21 3.4.2 假设三提出 ..................................................................................... 21 第4章 实验设计与数据分析 .......................................................................... 24 V 4.1 实验一 .................................................................................................... 24 4.1.1 实验设计 ......................................................................................... 24 4.1.2 实验结果及分析 .............................................................................. 26 4.2 实验二 .................................................................................................... 27 4.2.1 实验设计 ............