社交网络对大学生购买智能手机意愿的影响.doc

摘要：社交网络的产生与发展，对现代生活产生了巨大的影响，这已经引起学术界的充分重视。本文主要运用文献研究法、定性分析法等研究方法，通过对社交网络特性与维度、购买意愿影响因素进行梳理与概括，分析得出社交网络对大学生购买智能手机意愿的影响机理，并得出相应的结论，运用得出的结论对案例进行分析，得出一些商业上的启示。

　　　本文得出的结论分为三个方面。首先，互动场所在满足用户需求时，用户便对社交网络中的信息产生了信任，从而会在用户中产生口碑效应，这就会对消费者购买意愿产生显著影响。其次，不同的互动方式可以引起消费者的共鸣，并对产品的内外部线索进行传播，进而会对消费者购买意愿产生显著影响。最后，互动对象会运用恰当的传播手段，有针对的对产品的内外部线索在同质群体中进行传播，进而对购买意愿产生显著的影响。

　　　本文通过对案例的分析与研究得出以下商业启示：①智能手机企业要充分重视社交网络的有用性与公开性对大学生购买意愿的影响；②社交网络具有公开性的特性，又由于放大效应的存在，故智能手机企业要着重强调企业的社会责任。

关键词：社交网络；购买意愿；智能手机；影响机理

Abstract：With the emergence and development of the social network service, it has a tremendous impact on our modern life, the academic community has been paying much attention to it,In this paper, the methods of literature research and qualitative analysis are used. By combing and generalizing its features and dimensions, we arrive at a conclusion that how the social network service to impact purchase intention . We use the conclusion to analyze the case and draw some piece of business revelation.

　　　The conclusion of this article is divided into three areas. Firstly, when the interactive place meets the needs of users, the user will trust the information which comes from social network service, then it will generate word of mouth, this will have a significant impact on purchase intention of consumer. Secondly, the interactive mode will lead to resonance of consumers, and they will try their best to spread internal and external clues, this will have a significant impact on purchase intention of consumer. The last, appropriate means can be used by interactive objects to disseminate the information, then the internal and external cues will be spread in a homogeneous group, this will have a significant impact on purchase intention of consumer.

　　　In this paper, through analyzing the case, we try to draw some business implications. Firstly, the enterprises should pay much attention to the usefulness and openness of social network service which has a significant impact on purchase intention of university. Secondly, owning to the characteristic of openness, the enterprises of smart phones should pay enough attention to its social responsibility.

Keywords  social network service; purchase intention; smart phones; influence mechanism