中國移動互聯網領航下微信社交電商的治理態勢

The New Trend of WeChat Social E-commerce Led by Chinese Mobile Internet

互聯網為世界創造一種新的交易形態。隨著互聯網技術的不斷普及和發展，中國的互聯網模式很多來自於美國。現在中國的電子商務發展到一定程度，在存量時代下供大於求，新型電商不斷崛起。作為主流社交應用的微信，更是在獨特的微信生態下孕育出大批的微信社交電商平臺，微信社交電商更是研究的一個熱點。隨著電子商務和社交媒介的繁榮發展，電子商務和社交媒介相結合的產物——社交電商也逐漸融入人們的生活當中。本文從用戶感知價值和滿意度的角度出發，以研究微信社交電商的服務品質為出發點，研究微信社交電商服務品質、感知價值、滿意度與忠誠度的關係。本文在對微信社交電商和電子商務服務品質相關文獻梳理整合的基礎上，提出微信社交電商服務品質6維度：易用性、回應性、可靠性、安全性、保障性、關懷性，並且在感知價值和滿意度測量中加入微信社交電商分享性的相關假設。

The Internet creates a new transaction form for the world. With the continuous popularization and development of Internet technology, many of China's Internet models come from the United States. Now China's e-commerce has developed to a certain extent. In the era of stock, supply exceeds demand, and new types of e-commerce continue to rise. As the mainstream social application, wechat has bred a large number of wechat social e-commerce platforms under the unique wechat ecology, and wechat social e-commerce is a hot research topic. With the prosperity and development of e-commerce and social media, social e-commerce, the product of the combination of e-commerce and social media, has gradually integrated into people's lives. From the perspective of user perceived value and satisfaction, this paper studies the relationship between wechat social e-commerce service quality, perceived value, satisfaction and loyalty. Based on the literature review and integration of wechat social e-commerce and e-commerce service quality, this paper proposes six dimensions of wechat social e-commerce service quality: usability, responsiveness, reliability, security, security, and care. In addition, the assumption of sharing of wechat social e-commerce is added into the measurement of perceived value and satisfaction.