社交媒体对消费者购买决策的影响

Yingxuan Yang
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摘要

本文探讨了社交媒体对消费者购买决策的影响机制。首先介绍了社会化媒体的定义、分类和主要功能,深入分析了社会化媒体在消费者购买决策过程中的各个阶段所发挥的作用,包括问题识别、信息搜索、备选方案评估、购买决策和购买后行为。研究还进一步讨论了社交媒体营销面临的挑战和未来的研究方向,如人工智能、虚拟现实、跨平台整合和社会责任等。研究表明,社交媒体通过内容发布、社交认证和用户互动,极大地影响了消费者的购买行为和品牌态度。综上所述,社交媒体不仅为品牌营销提供了新的可能性,也要求品牌在信息传播和用户参与方面进行创新,以应对竞争激烈的市场环境。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Impact of Social Media on Consumer Purchasing Decisions
This paper explores the mechanism of social media's influence on consumer purchase decisions. Firstly, it introduces the definition, classification and main functions of social media, and thoroughly analyses the role of social media at each stage of the consumer purchase decision process, including problem identification, information search, alternative evaluation, purchase decision and post-purchase behaviour. Challenges and future research directions of social media marketing such as artificial intelligence, virtual reality, cross-platform integration and social responsibility are further discussed. The study shows that social media significantly shapes consumer purchase behaviour and brand attitudes through content distribution, social authentication and user interaction. Taken together, social media not only offers new possibilities for brand marketing, but also requires brands to innovate in terms of information dissemination and user engagement in order to cope with the competitive market environment.
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