| With the advancement of electronics and information technology,and the rapid development of consumption economy,our lives are filled with Convergent products(CPs)and services.However,not all CPs can attract consumers and win market share.3C convergent products(CPs)market competition is increasingly fierce,a large number of dealers convey a lot of information to consumers in various ways.Therefore,the accurate analysis and understand consumer cognitive and perceptual demand for convergent products with shopping decision-making has become the foundation of e-commerce.Meanwhile,along with the development of social network and the popularity of mobile terminals,Social E-commerce is emerging and developing rapidly.National action plan of"Internet +" promotes the development of online and offline integration,service socialization,mobile,sharing.In this context,the online shopping decision-making and its loyalty behavior have emerged some new features.Thus,exploring the cognitive psychology,demand and attitudes of consumers towards new CPs,as well as their formation process,and constructing social recommendations based on social network collaborative filtering have important theoretical value and practical significance.The dissertation has researched about the problems "how to understand consumer's perception of 3C convergent products(CPs),how to identify the needs of the consumers,how to influence consumer demand and product attitude,as well as the effect of social network and social eWOM on purchase intention".On this basis,design the model of social recommendations based on social network collaborative filtering,provide support for enterprises to achieve customer value,provide necessary theoretical guidance and practical support for the implementation of social recommendation service.According to the above problem,the main research content and conclusions include the following four parts.Part1.Evaluation of convergent products(CPs)by young consumers based on the Construal Level Theory.This part is mainly concerned with three factors that affect the evaluation of convergent products,1)Consumers' construal level,2)perceived goal congruence and perceived functional diversity between the base product and the added functionalities,and 3)the nature of the base product(utilitarian versus hedonic).This study verifies that the evaluation of convergent products with a utilitarian versus hedonic base is subject to an asymmetric effect,and proposes that this effect is due to the combination of perceived functional diversity and perceived goal congruence.For CPs with a hedonic base,the perceived goal congruence and functional diversity have a combined impact on the evaluation of CPs.However,for CPs with a utilitarian base,the perceived functional diversity plays a prominent role,while the impact of perceived goal congruence is weak.Consumers'perceptions and understanding of CPs are moderated by their construal level.This study suggests that the effect of perceived functional diversity is stronger for young consumers with a high construal level than for those with a low one.Part2.The perceived need and attitude toward convergent products of young consumers based on the consumer's innovative level.This part explores the perceived goal congruence,perceived functional diversity,demand,attitudes and loyal behavior of young consumers towards CPs,as well as their formation process basd on Kano model.The path is different of different base product.For CPs with a utilitarian base,the perceived functional diversity plays a prominent role,and the main path is "perceived functional diversity? instrumental needs fulfillment?emotional needs fulfillment ? product attitude ? loyal behavior",but may skip "emotional needs fulfillment" with its practical product positioning.For CPs with a hedonic base,the perceived goal congruence and functional diversity have a combined impact on the evaluation of CPs.When the moderating effect of innovativeness was analyzed,we found that,for CPs with a utilitarian base,the moderating effect of innovativeness is significant on the relationship between perceived functional diversity and emotional needs fulfillment,between instrumental needs fulfillment and product attitude.The results show that individuals who display high levels of innovativeness may not have to have their instrumental needs fulfilled before emotional needs in order to adopt new complex products.However,consumers with low levels of innovativeness need to have more evidence about a product before considering adoption,and the instrumental needs would be this evidence(utilitarian).For CPs with a hedonic base,the moderating effect of innovativeness is significant on the relationship between perceived functional diversity and emotional needs fulfillment,between perceived goal congruence and emotional needs fulfillment.The results verify that consumers with high levels of innovativeness may be less prone to a cognitive approach for the selection of new products relative to those who are not.Part3.The effect of social eWOM on young consumers' purchase decision.With the development of the social network,especially the popularity of mobile social network,the social eWOM has gradually replaced the key role on purchase decisions of the public eWOM,with the advantage of the public eWOM(without limits of time and place)and the traditional WOM(trust).The promoting effect of positive social eWOM dimension(social relationship strength,strength of social praise,number of social praise)on purchase intention and the inhibitory effect of Negative social eWOM dimension(strength of social negative comment,number of social negative comment)on purchase intention are significant.Spreads of negative social eWOM are less affected by the degree of trust,so the effect of social relationship strength for negative social eWOM less than for the positive social eWOM.Brand loyalty has the moderating effect on the main effect,especially for positive social eWOM with significant negative moderating effects.Part4.Research on social recommendations based on social network collaborative filtering.This part is mainly to solve two technical problems from theory to practice based on the research conclusion of previous chapters.One is the identification of social interest similar user based on rating and social ragging.The other is the calculation of relationship strength between social users.Then,through the design of production popularity and reputation analysis,social network and social eWOM,interest preference strength analysis,construct the social recommendation model based on social network collaborative filtering.The dissertation not only helps to understand the CPs evaluation mechanism of young consumer,but also help enterprises to develop competitive product strategy and social e-commerce strategy,implement effective social recommendations. |
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