摘要
移动电商平台逐渐成为人们产生消费行为的重要载体,而大数据等互联网新技术的发展加速了移动端大数据的形成,驱使存在于平台的活跃用户自发形成数以万计的用户生成内容,对产品购买选择和购买行为决策产生重要影响。江苏近几年深入实施“互联网+流通”计划,全力推进电子商务高质量发展,大力发展移动电商行业,推动电子商务由PC端向移动端延伸发展。因此,选择以江苏典型移动电商平台为对象,研究平台用户感知价值和用户购买决策之间的影响机理,发现存在于两者之间的关键因素,能有效促进江苏移动电商行业的发展。以用户感知价值为研究切入点,聚焦江苏移动电商平台APP,引入移动电商平台UGC和用户参与行为两个关键因素,采用问卷调查和回归分析的方法探究用户感知价值对移动电商用户购买决策的影响机理。研究结果表明,移动电商平台用户感知价值会显著影响消费者购买决策;移动电商平台UGC和用户参与行为在用户感知价值和购买决策之间会产生中介效应,发挥双向中介作用;用户感知价值会正向影响用户参与行为;用户参与行为会正向调节用户感知价值和购买决策的关系。
Mobile e-commerce platform has gradually become an important carrier of people's consumption behavior,and the development of new Internet technologies such as big data has accelerated the formation of mobile big data,driving active users on the platform to spontaneously form tens of thousands of user generated content,which has an important impact on product purchase choice and purchase behavior decision-making.In recent years,Jiangsu has implemented the Internet Plus Circulation plan to promote the high quality development of e-commerce,vigorously develop the mobile e-commerce industry,and to promote the extension of e-commerce from the PC side to the mobile terminal.Therefore,taking Jiangsu typical mobile e-commerce platform as the object,this paper studies the influence mechanism between platform users'perceived value and users'purchase decision,and finds the key factors between them,which can effectively promote the development of Jiangsu mobile e-commerce industry.Taking user perceived value as the starting point,focusing on Jiangsu mobile e-commerce platform APP,this paper introduces two key factors in terms of mobile e-commerce platform UGC and user participation behavior,and uses the methods of questionnaire survey and regression analysis to explore the influence mechanism of user perceived value on mobile e-commerce users'purchase decision.The results show that user perceived value of mobile e-commerce platform will significantly affect consumers'purchase decision;UGC and user participation behavior of mobile e-commerce platform will produce a mediating effect between user perceived value and purchase decision,playing a two-way mediating role;user perceived value will positively affect user participation behavior;user participation behavior will positively regulate the relationship between user perceived value and purchase decision.
出处
《商业经济》
2021年第4期46-50,共5页
Business & Economy
基金
2020年度江苏高校哲学社会科学研究一般项目:大数据背景下江苏移动电商用户感知价值对购买决策的影响机理研究(2020SJA2026)。
关键词
大数据
用户感知价值
移动电商用户
购买决策
影响机理
big data
user perceived value
mobile e-commerce users
purchasing decision
influence mechanism
