社会型网络社群交互对消费者购买意愿的影响机制分析-analysis of the influence mechanism of social network community interaction on consumers purchase intention.docxVIP

第一章 第一章 绪论 I III Final research results show that the source is useful to perceive quality on perceived trust, information quality, information quality on perceived trust, relationship intensity on sense of trust and interaction atmosphere on perception, useful, interactive atmosphere for perceived trust, perceived useful for interactive expectation, perceived useful on purchase intention and perception of trust and interact expectation, perceived trust of purchase intention, expect to purchase intention are showing a significant positive impact. Finally, according to the research conclusion, put forward some corresponding marketing enlightenment. Keywords: Social Network Service SNS Consumer behavior Interaction Purchase intention VI VI 目录 HYPERLINK \l _bookmark0 第一章 绪论 1 HYPERLINK \l _bookmark1 第一节 问题的提出 ······································································1 HYPERLINK \l _bookmark2 第二节 研究对象和研究内容···························································2 HYPERLINK \l _bookmark3 一、研究目标及研究对象 2 HYPERLINK \l _bookmark4 二、研究内容 2 HYPERLINK \l _bookmark5 第三节 研究思路和研究方法···························································3 HYPERLINK \l _bookmark6 一、技术路线 3 HYPERLINK \l _bookmark7 二、论文架构 4 HYPERLINK \l _bookmark8 三、研究方法 4 HYPERLINK \l _bookmark9 四、研究创新之处 5 HYPERLINK \l _bookmark10 第二章 文献综述及理论基础 6 HYPERLINK \l _bookmark11 第一节 社会型网络社交平台···························································6 TOC \o 1-1 \h \z \u HYPERLINK \l _bookmark12 一、SNS 的定义 6 HYPERLINK \l _bookmark13 二、SNS 的本质与功能 6 HYPERLINK \l _bookmark14 三、SNS 成员的参与动机 7 HYPERLINK \l _bookmark15 四、SNS 环境下的消费者行为 8 HYPERLINK \l _bookmark16 五、SNS 环境下的交互行为 8 HYPERLINK \l _bookmark17 第二节 消费者交互行为······························································· 10 HYPERLINK \l _bookmark18 一、交互的定义与分类 10 HYPERLINK \l _bookmark19 二、交互的维度 11 HYPERLINK \l _bookmark20 三、消费者交互 11 HYPERLINK \l _bookmark21 第三节 消费者购买行为·······························································