电子商务环境下基于信誉和UGC的消费者行为研究

The rapid development of e-commerce has dramatically influence consumer behavior and enterprise management. Based on reputation and user-generated content (UGC), this study analyzes the characteristics and laws of consumer behavior in the e-commerce platform, and explores the influence mechanism of reputation and UGC on consumer behavior. Focusing on three stages of consumer behavior, pre-purchase stage, purchasing decision process and post-purchase stage, the project: 1) studies the impact of reputation and reviews on consumers’ pre-purchase consultation and customer response, and seeks to address the generating mechanism of UGC; 2) discusses the threshold effect of reputation and the moderating effect of market structure, in order to improve the influential model of reputation and UGC and fix the problem of over-dispersion and zero-inflation in online market; 3) analyzes differences on topic focus between pre- and post- purchase based on latent Dirichlet distribution (LDA) and text sentiment method. This topic will enrich and improve the reputation theory and UGC theory, reveal the general law of reputation and UGC management in e-commerce enterprise, and enhance lay out the theoretical foundation for future research. Furthermore, this study will help enterprises understand the market better, use more suitable strategies, and ultimately enhance their competence in e-commerce environment.

电子商务的飞速发展对消费者行为和企业的管理产生了重要的影响。本课题利用电子商务平台中企业信誉和用户创造内容（UGC），分析消费者行为特征和规律，研究信誉和UGC对消费者行为的影响机制。本课题针对消费者购前咨询、购买决策、购后评价三个阶段的行为，1）探讨UGC的生成机制，研究信誉对消费者购前咨询主题和客户回复行为的影响；2）从信誉的阈值效应和市场结构的调节效应两个角度，针对电子商务平台中销量过度离散和过度零的特征，完善信誉和UGC对消费者购买行为的影响模型；3）利用LDA主题分析和文本分词技术，探讨消费者购买前后关注点的偏移效应和企业管理策略。本课题将丰富和完善信誉和UGC相关理论，揭示电子商务企业信誉和UGC管理的普遍规律，为今后的研究奠定理论基础。同时帮助企业了解市场、制定营销和管理决策，提升电子商务环境下企业的市场竞争力。

电子商务的飞速发展对消费者行为和企业的管理产生了重要的影响。本项目通过编写程序爬取以及获取公开数据集等方式，利用淘宝、京东、Yelp等平台数据，研究了企业信誉、用户创造内容（UGC）、用户评论等核心内容，分析了消费者行为特征和规律，探讨了信誉和UGC对消费者行为的影响机制。本项目主要针对消费者购前咨询、购买决策、购后评价三个阶段的行为，探讨了UGC的生成机制以及影响作用，同时也探索性地研究了热门的区块链技术在管理领域应用潜力等内容，基于这些研究内容本项目目前已发表1篇SSCI论文，培养了2名硕士研究生，参加了多个国内外学术会议。本项目的研究结果有助于商家了解用户的真实需求和关注点，更有效地进行用户创造内容的分析和管理。