社交电商背景下消费者推荐行为的异质化特征分析  

Analysis of Heterogeneous Characteristics of Consumer Recommendation Behavior in the Context of Social E-Commerce

作　　者：倪伟[1] Ni Wei(Management School,Anhui Business and Technology College,Hefei,Anhui 231131,China)

机构地区：[1]安徽工商职业学院管理学院,安徽合肥231131

出　　处：《黑龙江工业学院学报(综合版)》2024年第12期69-72,共4页Journal of Heilongjiang University of Technology(Comprehensive Edition)

基　　金：安徽省级产教融合实训基地项目“安徽工商职业学院合肥佑辉文化传媒有限公司产教融合实训基地”(项目编号:2022cjrh004)。

摘　　要：在探讨社交电商与消费者推荐行为的相互作用机制中,以社交电商环境为背景,着眼于消费者的推荐行为及其影响因素,旨在揭示消费者在社交电商平台上推荐商品或服务的基本特征、动机及行为模式,进而分析社交媒介的技术特征如何作用于消费者推荐行为,提出了具体的管理建议和策略。通过分析社交电商环境下的消费者推荐行为,为电商平台运营者提供了关于如何利用社交媒介的技术特征和消费者特征来优化推荐系统的见解,对于推动社交电商行业的健康发展具有积极意义。In discussing the interaction mechanism between social e-commerce and consumers′recommendation behavior,this paper takes the social e-commerce environment as the background,focuses on consumers′recommendation behavior and its influencing factors,and aims to reveal the basic characteristics,motivations and behavioral patterns of consumers′recommendation of goods or services on social e-commerce platforms,and then analyzes how the technical characteristics of social media affect consumers′recommendation behavior,and puts forward specific management suggestions and strategies.Through the analysis of consumer recommendation behavior in the context of social e-commerce,this paper provides e-commerce platform operators with insight on how to optimize the recommendation system by using the technical characteristics and consumers′characteristics of social media,which is of positive significance to promote the healthy development of the social e-commerce industry.

关 键 词：社交电商 消费者推荐行为 异质化特征 影响因素 技术特征 

分 类 号：F724.6[经济管理—产业经济] F274