基于sns模式的电子商务研究-管理科学与工程专业论文.docxVIP

摘 要 2008 年是 SNS（Social Network Site）蓬勃发展的一年，国内外出现了无数大大 小小的 SNS 网站，但是盈利模式的不清晰制约着 SNS 的进一步发展。 SNS 网站的真实社会关系网络蕴含着巨大的商业价值，可以为电子商务提供丰 富的消费者资源，并提高用户对网站的忠诚度；与电子商务的结合可以为 SNS 网站 创造利润。因此，SNS 与电子商务结合能够达到双方共赢。 SNS 与电子商务结合并不是简单地通过实名制这种方式将 SNS 真实社会关系网 络转移到电子商务。本文通过研究口碑传播的影响力以及 SNS 关系网络的特征，分 析了当前真实好友在网站上购物信息共享缺陷，采用真实好友间信息共享机制作为 SNS 与电子商务结合的研究切入点。然后通过发放问卷的方式，对基于 SNS 模式的 电子商务的可行性与必要性进行了实证研究。 最后，本文设计了 SNS 模式电子商务具体实现方案，并在研究了个性化推荐的 相关理论后提出了自动共享研究模型。此共享方案不仅可以实现了好友间购物信息 共享自动化，提高购物环境可靠性，还能够发掘用户的相关需求，为 SNS 与电子商 务实践性的结合提供了具体的设想和思路，同时为 SNS 网站确立了以电子商务为主 的盈利模式。 关键词：社交网站 电子商务 真实社会关系网 自动共享 Abstract 2008 is a booming year of Social Network Site (SNS). Numerous Social Network Sites appear on the internet. However, the further development of SNS is restricted by profit pattern. It can easily come to the conclusion that the combination of SNS and E-commerce (EC) will reach a win-win situation through analyzing the essence and development prospect of SNS. The real social network of SNS contains a huge commercial value, which can provide abundant resources of consumer and improve user loyalty for E-commerce. At the same time, cooperation with E-commerce can make profits for SNS. Therefore, the study aims at putting forward an EC proposal based on SNS mode (SNS-EC). The combination of SNS and EC doesn’t simply means transferring real social network to E-commerce website through a real-name system. The thesis studies the influence of Word-of-Mouth, analysis characteristics of social network on SNS websites and concludes the information sharing deficiencies of EC, then decides to choose the information sharing during real friends on the website as the research point. Then the feasibility and necessity of SNS-EC is proved by empirical research through questionnaire. At last, the study provides a realization program of SNS-EC and designs the model of sharing and recommendation on the basic of personalized recommendation theories in EC. While realizing the automation of information sharing between real