S2B2C社交电商客户购买行为特征的实证分析研究  

Empirical Study of Features of Customer Purchasing in S2B2C Social Commerce

作　　者：王世进[1] 胡一竑[1] WANG Shijin;HU Yihong(School of Economics and Management,Tongji University,Shanghai 200092,China)

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《工业工程与管理》2022年第3期8-14,共7页Industrial Engineering and Management

基　　金：国家自然科学基金(71971155)。

摘　　要：随着社交媒体和社交网络的流行,社交电商正成为当下商业实践和学术研究的热点。其中供应商到分销商再到客户的模式(supplier to business to customer,S2B2C)是目前流行的全新社交电商模式。该模式集合供货商赋能于分销商并共同服务于顾客。在一S2B2C社交电商平台店主实际交易记录基础上,实证分析了客户购买行为特征。具体地,从客户与店主的熟悉程度,是否店主推荐产品会被更多购买,客户是否回购,是否紧缺商品更受青睐,以及商品价格是否影响客户下单5个方面提出了研究假设。并就实际交易数据,综合应用Logistic回归和假设检验论证了研究假设,得出了相关的结论和管理学启示。尤其值得注意和不同于常规认识的结论是,S2B2C社交电商中,并不是熟人亲密度最高的朋友下单的总量最高;交易也不只是碍于“面子”的一次性冲动购物,很多客户在初次购买后,会有多次回购行为。同时,指出社交电商除裂变发展客户数量外,客户服务和物流仍是最重要的发展因素。With the prevalence of social media and social networking,social commerce is becoming more and more popular in both business practices and research areas.Among them,S2B2C may be the most popular social commerce,which combines both supplier and business sides to service customers.Based on the actual transaction data with the authors as the business side in a S2B2C platform,the features of customer purchasing in S2B2C were analyzed.More specifically,five hypotheses related to the familiarity and intimacy between the business side and customer side,more purchasing of products recommended by the business side and repurchasing,purchasing sparser and inshort products,and prices of products affecting the transactions,were proposed.Based on the practical transaction data,the data were analyzed.Some conclusions were drawn by using the logistic regression and hypothesis testing.More importantly,some managerial insights could be obtained,which were different from common assumptions.More concretely,these insights included that customers with highest familiarity and intimacy,didn’t necessarily purchase more.Purchasing in S2B2C was not always an impulse purchase for "face-saving purpose",many customers would repurchase some products in the S2B2C platform.Therefore,beside increasing customers exponentially by member getting member,it was still very important for S2B2C platform to focus more on the service quality and logistics such that higher service quality could be provided to customers.

关 键 词：社交电商 S2B2C LOGISTIC回归 假设检验 实证分析 

分 类 号：C939[经济管理—管理学]