基于信息偶遇的社会化媒体环境中消费者行为机理研究

A Mechanistic Study of Consumer Behavior in Social Media Environments Based on Information Encountering

摘要: 随着互联网技术的快速发展，社会化媒体平台逐渐成为消费者购物的重要渠道。本文以SICAS模型为基础，研究了社会化媒体环境中消费者信息偶遇对其消费行为的影响。研究分析了消费者信息偶遇对消费者沟通交流、消费者购买行为的影响，以消费者对商品信息的感知为中介变量。研究发现商品信息偶遇正向影响消费者对商品信息或服务的感知，同时消费者对商品信息的感知也对其针对该商品信息交流、购买行为起到正向显著影响。最后，为相关企业在社会化媒体平台信息发布提供了相应的策略建议。

Abstract: With the rapid development of Internet technology, social media platforms have gradually become an important channel for consumers to shop. Based on the SICAS model, this paper investigates the influence of consumers’ information encountering on their consumption behavior in social media environment. By analyzing the impact of consumer information encountering on consumer communication and consumer purchasing behavior, the mediating variable is consumers’ perception of product information. It is found that commodity information encountering positively affects consumers’ perception of commodity information or services, and consumers’ perception of commodity information also positively and significantly affects their communication and purchasing behaviors towards the commodity information. Finally, the study provides strategic suggestions for related enterprises to release information on social media platforms.