摘要：在互联网的技术全面发展的推动下，社交媒体已经在21世纪发展成为一个主要的沟通渠道并且也与信息和舆论的传播越来越息息相关。因此，由社交媒体产生的人与人之间的相互联系不仅改变了个体之间的社会交往，同时也挑战企业与消费者之间的传统沟通模式。当传统的大众媒体还在主要传播企业自身创造和发布的信息时，社交媒体的出现，使消费者能够有权利共享和访问各种各样的非正式的社会信息，而这样的模式成为了脱离营销经理们控制之外的行为。在消费过程中，消费者从个人网络获取的信息，以及用户个人从不认识的陌生用户获取的信息得到了越来越多的重视。这些大量的信息来源和信息渠道减少了营销信息的可见性。因此，要让信息控制的主动权从企业转移到消费者，需要的是营销人思维模式的转变和传统营销战略的转变。61835

毕业论文关键词： 社交媒体；消费者行为；购买决策

The Influence of Social Media on Consumers’ Purchase Decision

Abstract：With the impetus of the all-round development of the Internet technology, social media has become a major communication channel in the 21st century and is closely related to the flow of information and public opinion. Therefore, produced by social media, connection with each other between people not only changes the social interactions between inpiduals, but also challenges the traditional communication mode between enterprises and consumers. While the main traditional mass media transmits the information created by enterprise itself, the social media makes consumers to have the right to share and access to a variety of social information which is out of the control of marketing managers. In the process of consumption, consumers get information from personal web, as well as the users' personal never know unfamiliar users access to information has been more and more attention. These large amounts of information sources and information channels reduced the visibility of the marketing information. As a result, it is the shift of marketing peoples thinking mode that is the initiative to make information control from companies to consumers.

Key words:  social media; purchase decision; customer behaviors

目录

一、绪论 1

（一）研究的背景和意义 1

1、研究的背景 1

2、研究意义 2

（二）研究的方法 2

（三）研究的主要内容 3

二、文献综述 5

（一）社交媒体相关理论研究梳理 5

1、社交媒体的概念 5

2、社交媒体的特征 5

3、社交媒体的分类 6

（二）网络消费者的行为理论梳理 7

1、网络消费者行为模式 7

2、网络消费者心理 7

三、社交媒体对消费者购买决策影响的研究：问卷设计与数据收集 12

（一）变量定义 12

（二）问卷设计与前测 13

1、问卷甄别部分 13

2、问卷主体部分 13

3、问卷前测 13

（三）正式问卷调查