对等消费者契合维度构建和影响机制研究－在社会化新媒体营销情境下

随着对等商业平台商业模式在互联网的发展，越来越多的消费者通过这些平台购买商品。该主题的商业会议急剧增加，学术界也有越来越多的学者关注该领域研究。然而很少有学者从消费者关系管理的契合视角探究个人商家在对等交易平台与消费者之间的关系。本课题创新性地提出分析对等交易平台上的消费者契合的特征和测度，意在建立基于对等消费者契合的概念，测量维度和实证研究体系。提出了用实地试验，基于网络数据的logit模型等方法探索对等消费者契合在社会化新媒体营销情境下，如共享服务，社交网络平台，社群网络平台中的相关重要因素和影响机制。本课题是对于 平台商业模式营销管理理论研究的发展。本课题同时为个人小微企业在大众创业和新社会化媒体环境中如何管理消费者契合提供了指导意义。

As the peer-to-peer E-commerce platform business model is gradually developing on the Internet, an increasing number of consumers choose to purchase from these platforms. In recent years, as practitioners’ meetings about this topic sharply increase, scholars have begun to pay more attention to research in this area. However, few scholars have examined the topic from the peer-to-peer consumer engagement perspective. This paper analyzes the related theories, proposes to develop a measurement scale, and proposes to empirically examine variables that interact and influence peer-to-peer consumer engagement on these business platforms. The research in this paper will be conducted by using such as field experiment and online data to examine peer-to-peer engagement in the shared economy services context, social media context and social community media context. This project aims to provide marketing strategies and managerial implications to small business owners for managing customer engagement.