基于SICAS模型的社交化电商平台的营销策略研究  

A Research on Marketing Strategy for Social E-Commerce Platform Based on the SICAS Model

作　　者：应畅[1] 马小龙[2] Ying Chang;Ma Xiaolong(School of Accounting,Lishui Vocational&Technical College,Lishui,Zhejiang 323000;School of Economics and Management,Huzhou University,Huzhou,Zhejiang 313000)

机构地区：[1]丽水职业技术学院会计学院,浙江丽水323000 [2]湖州师范学院经济管理学院,浙江湖州313000

出　　处：《嘉兴学院学报》2024年第4期97-101,共5页Journal of Jiaxing University

基　　金：浙江省自然基金项目(LY20G010003)。

摘　　要：通过问卷调查获取相关数据,运用SPSS软件和AMOS软件进行信度、效度分析以及模型验证,构建基于SICAS模型的社交化电商平台的营销策略模型,结果表明,相互感知、形成互动、交互沟通、产生购买行为和体验分享对社交化电商平台的营销策略产生影响,且引入的信任因素亦有显著作用,社交电商平台应从增强品牌认同、加强用户互动、建立信任关系等方面进行精准营销。Survey data were carefully compiled and analyzed for reliability and validity by SPSS and AMOS software,and a marketing strategy model for social e-commerce platforms based on the SICAS model has been formulated.It is found that mutual perception,interaction establishment,interactive communication,purchase behavior and willingness to share have an impact on the marketing strategy for social e-commerce platforms,and the trust factor introduced also has a significant effect.Therefore,it is advised that social e-commerce platforms implement a strategic marketing approach that aims to strengthen brand identity,enhance user interaction,and build strong trust relationships with their customers.

关 键 词：社交电商 SICAS模型 SPSS 营销策略 

分 类 号：F713.36[经济管理—产业经济]