{"id":630,"date":"2020-03-03T11:56:14","date_gmt":"2020-03-03T03:56:14","guid":{"rendered":"http:\/\/chengguogroup.com\/?p=630"},"modified":"2020-03-03T11:56:22","modified_gmt":"2020-03-03T03:56:22","slug":"%e8%ba%ab%e4%b8%b4%e5%85%b6%e5%a2%83%ef%bc%9a%e7%94%b5%e5%95%86%e7%9b%b4%e6%92%ad%e8%83%8c%e5%90%8e%e7%9a%84%e6%b6%88%e8%b4%b9%e5%bf%83%e7%90%86","status":"publish","type":"post","link":"http:\/\/chengguogroup.com\/?p=630","title":{"rendered":"\u8eab\u4e34\u5176\u5883\uff1a\u7535\u5546\u76f4\u64ad\u80cc\u540e\u7684\u6d88\u8d39\u5fc3\u7406"},"content":{"rendered":"<blockquote><p>\u662f\u4ec0\u4e48\u8ba9\u7528\u6237\u5bf9\u7535\u5546\u76f4\u64ad\u8d8b\u4e4b\u82e5\u9e5c\uff0c\u4ee5\u4e0d\u4e9a\u4e8e\u8ffd\u661f\u7684\u70ed\u60c5\u6295\u8eab\u5176\u4e2d\uff1f\u672c\u6587\u5c06\u4ece\u5fae\u89c2\u53d1\u751f\u5b66\u7684\u89d2\u5ea6\uff0c\u63a2\u8ba8\u7535\u5546\u76f4\u64ad\u89c2\u770b\u7528\u6237\u7684\u6d88\u8d39\u5fc3\u7406\u673a\u5236\u3002<\/p><\/blockquote>\n<p><img class=\"aligncenter size-full wp-image-2827863\" src=\"http:\/\/image.woshipm.com\/wp-files\/2019\/09\/PteVEqBK0p4YuWsEPu2B.jpg\" alt=\"\" width=\"800\" height=\"450\" data-action=\"zoom\" 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id=\"article_nav_0\" class=\"nav-point\">\u7535\u5546\u76f4\u64ad\u73af\u5883\u4e2d\u7684\u884c\u4e3a\u7279\u70b9<\/h2>\n<p>\u7535\u5546\u76f4\u64ad\u9664\u4e86\u89e3\u51b3\u4f20\u7edf\u56fe\u6587\u5c55\u793a\u7684\u75db\u70b9\u4e4b\u5916\uff0c\u7528\u6237\u8fd8\u80fd\u4e0e\u4e3b\u64ad\u4e92\u52a8\u3001\u770b\u5230\u5176\u4ed6\u4e70\u5bb6\u7684\u8e0a\u8dc3\u53c2\u4e0e\uff0c\u8ba9\u8d2d\u4e70\u4f53\u9a8c\u4e0d\u518d\u662f\u4e0e\u5176\u4ed6\u4e70\u5bb6\u9694\u79bb\u7684\u201c\u5b64\u5c9b\u201d\uff0c\u800c\u66f4\u50cf\u662f\u7ebf\u4e0b\u573a\u666f\u4e2d\u7684\u901b\u8d2d\u3002<\/p>\n<p>\u5728\u8bbf\u8c08\u804a\u5230\u5bf9\u76f4\u64ad\u7684\u611f\u53d7\uff0c\u7528\u6237\u63d0\u5230\u6700\u591a\u7684\u4e5f\u662f\u770b\u4e3b\u64ad\u3001\u56f4\u89c2\u8ba8\u8bba\u4ee5\u53ca\u62a2\u4f18\u60e0\uff0c\u4eab\u53d7\u53c2\u4e0e\u5176\u4e2d\u7684\u4e50\u8da3\u3002\u8fd9\u79cd\u8eab\u4e34\u5176\u5883\u7684\u6c89\u6d78\u4f53\u9a8c\uff0c\u5c31\u662f<strong>\u793e\u4f1a\u4e34\u573a\u611f<\/strong>\uff08Social presence\uff09\u3002\u4e34\u573a\u611f\u4f7f\u5f97\u7ebf\u4e0a\u4eba\u9645\u4e92\u52a8\u7684\u611f\u77e5\u663e\u8457\u589e\u5f3a\uff0c\u672c\u8d28\u4e0a<strong>\u5c06\u4e2a\u4eba\u6d88\u8d39\u884c\u4e3a\u53d8\u6210\u4e86\u793e\u4f1a\u5316\u6d88\u8d39\u884c\u4e3a<\/strong>\u3002<\/p>\n<h3>1. \u76f4\u64ad\u4e0e\u793e\u4f1a\u4e34\u573a\u611f<\/h3>\n<p>\u8425\u9500\u9886\u57df\u5c06\u793e\u4f1a\u4e34\u573a\u611f\u5b9a\u4e49\u4e3a\uff1a\u5a92\u4ecb\u5141\u8bb8\u7528\u6237\u5c06\u5176\u4ed6\u4eba\u5f53\u4f5c\u4e00\u4e2a\u5fc3\u7406\u5b58\u5728\u8005\u7684\u7a0b\u5ea6, \u7f51\u7ad9\u7684\u4e92\u52a8\u7279\u6027\u80fd\u4fc3\u8fdb\u4e2a\u4eba\u4e34\u573a\u611f\u7684\u6bd4\u8f83, \u7531\u7f51\u7ad9\u4f20\u8fbe\u7684\u793e\u4f1a\u4e34\u573a\u611f\u901a\u8fc7\u5f71\u54cd\u4eab\u4e50\u611f\u548c\u6709\u7528\u6027\u7b49\u611f\u77e5\u6765\u5f71\u54cd\u884c\u4e3a\u610f\u56fe\uff08Shen, 2012\uff09\u3002<\/p>\n<p>\u8fd9\u53e5\u8bdd\u6bd4\u8f83\u7ed5\uff0c\u7b80\u800c\u8a00\u4e4b\u5c31\u662f\u201c\u4e0d\u5728\u9762\u524d\u65f6\u5374\u6709\u9762\u5bf9\u9762\u7684\u611f\u89c9\u201d\uff0c\u8ba9\u7528\u6237\u611f\u77e5\u5230\u7c7b\u4f3c\u771f\u5b9e\u73af\u5883\u7684\u6e29\u6696\u548c\u793e\u4ea4\u3002<\/p>\n<p>\u793e\u4f1a\u4e34\u573a\u611f\u80fd\u63d0\u9ad8\u7528\u6237\u7684\u7f51\u8d2d\u5b89\u5168\u611f\u77e5\u548c\u8d2d\u4e70\u6001\u5ea6\uff08Shin &amp; Shin, 2011\uff09\uff0c\u4f17\u591a\u7814\u7a76\u4e5f\u53d1\u73b0\uff0c\u6bd4\u5982\u7528\u6237\u4e0e\u5546\u5bb6\u5728\u7ebf\u4e92\u52a8\u53ef\u4ee5\u589e\u5f3a\u4e34\u573a\u611f\uff0c\u63d0\u9ad8\u5bf9\u5e97\u94fa\u8bda\u4fe1\u548c\u5584\u610f\u7684\u611f\u77e5\uff08Wang et al., 2014\uff09\uff1b\u800c\u4f7f\u7528\u865a\u62df\u4eba\u7269\u5f62\u8c61\u53ef\u4ee5\u901a\u8fc7\u4e34\u573a\u611f\u63d0\u5347\u4eab\u4e50\u4ef7\u503c\uff0c\u589e\u5f3a\u6d88\u8d39\u8005\u5bf9\u7f51\u7ad9\u7684\u79ef\u6781\u6001\u5ea6\uff08\u8d75\u5b8f\u971e \u7b49, 2015\uff09\u3002<\/p>\n<p>\u76f4\u64ad\u7684\u5373\u65f6\u4e92\u52a8\u76f8\u6bd4\u4ee5\u5f80\u5f62\u5f0f\u66f4\u52a0\u76f4\u63a5\u9ad8\u6548\uff0c\u5e26\u6765\u7684\u4e34\u573a\u611f\u4e5f\u8d8a\u5f3a\u3002\u4f46\u5728\u76f4\u64ad\u73af\u5883\u4e2d\u793e\u4f1a\u4e34\u573a\u611f\u53ea\u662f\u80cc\u666f\uff0c\u5e76\u975e\u611f\u5230\u8eab\u4e34\u5176\u5883\u5c31\u4f1a\u72c2\u70ed\u53c2\u4e0e\u5230\u5241\u624b\u961f\u5217\u4e2d\u3002\u7528\u6237\u611f\u53d7\u66f4\u76f4\u63a5\u5177\u4f53\u7684\u662f\u76f4\u64ad\u95f4\u6c1b\u56f4\u4e0e\u4ea2\u594b\u611f\uff0c\u5b9e\u65f6\u4e92\u52a8\u3001\u4e0d\u65ad\u7092\u70ed\u7684\u6c1b\u56f4\u5e26\u6765\u7684\u6301\u7eed\u53c2\u4e0e\u611f\u8ba9\u7528\u6237\u201c\u4e0a\u763e\u201d\u3002\u70ed\u70c8\u7684\u6c1b\u56f4\u5f15\u5bfc<strong>\u4ece\u4f17\u6d88\u8d39<\/strong>\uff0c\u800c\u4ea2\u594b\u611f\u5219\u5e26\u6765<strong>\u60c5\u7eea\u7684\u5524\u9192<\/strong>\u3002<\/p>\n<h3>2. 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\u76f4\u64ad\u4e0e\u793e\u4f1a\u52a9\u957f<\/h3>\n<p>\u4ece\u4f17\u7565\u5e26\u7406\u6027\uff0c\u670d\u52a1\u4e8e\u4e2a\u4eba\u5224\u65ad\u4e0e\u51b3\u7b56\uff1b\u800c\u76f4\u64ad\u95f4\u6c14\u6c1b\u5219\u76f4\u63a5\u5e26\u52a8\u9ad8\u6da8\u60c5\u7eea\uff0c\u8ba9\u4eba\u53d8\u6210\u611f\u6027\u52a8\u7269\u3002<\/p>\n<p>\u5f53\u201c\u8587\u5a05\u7684\u5973\u4eba\u201d\u6301\u7eed\u5237\u5c4f\u79d2\u6e05\u5e93\u5b58\u65f6\uff0c\u72c2\u70ed\u6c14\u6c1b\u66f4\u50cf\u662f\u751f\u7406\u5ba3\u6cc4\uff0c\u4ece\u60c5\u611f\u5c42\u9762\u76f4\u63a5\u9a71\u52a8\u4ece\u4f17\u6d88\u8d39\u884c\u4e3a\u3002<\/p>\n<p><strong>\u793e\u4f1a\u52a9\u957f<\/strong>\uff08Social facilitation\uff09\u7406\u8bba\u6307\u51fa\uff0c\u4e34\u573a\u611f\u4f1a\u5bf9\u4e2a\u4f53\u4ea7\u751f\u60c5\u7eea\u5524\u9192\uff0c\u4ece\u800c\u5f71\u54cd\u6001\u5ea6\u53ca\u884c\u4e3a\u3002\u5b9e\u9a8c\u53d1\u73b0\uff0c\u4ed6\u4eba\u5728\u573a\u6216\u966a\u4f34\u4f1a\u8ba9\u88ab\u8bd5\u5bf9\u5546\u54c1\u56fe\u7247\u8868\u73b0\u51fa\u66f4\u9ad8\u6c34\u5e73\u7684\u60c5\u7eea\u5524\u9192\uff08Pozharliev, Verbeke, Strien &amp; Bagozzi, 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R., Verbeke, W. J. M. I., &amp; Bagozzi, R. P. (2017). Social consumer neuroscience: Neurophysiological measures of advertising effectiveness in a social context. Journal of Advertising 46(3), 351\u2013362<\/li>\n<li>Shen, J. (2012). Social comparison, social presence, and enjoyment in the acceptance of social shopping websites. Journal of Electronic Commerce Research, 13(3), 198\u2013212.<\/li>\n<li>Shin, D. H., &amp; Shin, Y. J. (2011). Consumers\u2019 trust in virtual mall shopping: The role of social presence and perceived security. International Journal of Human\u00e2 Computer Interaction, 27(5), 450\u2013475.<\/li>\n<li>Wang, Q. Z., Yang, Y., Wang, Q., &amp; Ma, Q. G. (2014). The effect of human image in B2C website design: An eye-tracking study. Enterprise Information Systems, 8(5), 582\u2013605.<\/li>\n<li>\u8c22\u83b9, \u674e\u7eaf\u9752, \u9ad8\u9e4f, \u5218\u827a. (2019). \u76f4\u64ad\u8425\u9500\u4e2d\u793e\u4f1a\u4e34\u573a\u611f\u5bf9\u7ebf\u4e0a\u4ece\u4f17\u6d88\u8d39\u7684\u5f71\u54cd\u53ca\u4f5c\u7528\u673a\u7406\u7814\u7a76\u2014\u884c\u4e3a\u4e0e\u795e\u7ecf\u751f\u7406\u89c6\u89d2. \u5fc3\u7406\u79d1\u5b66\u8fdb\u5c55, 27(6), 990-1004.<\/li>\n<li>\u8d75\u5b8f\u971e, \u738b\u65b0\u6d77, \u5468\u5b9d\u521a. (2015). B2C \u7f51\u7edc\u8d2d\u7269\u4e2d\u5728\u7ebf\u4e92\u52a8\u53ca\u4e34\u573a\u611f\u4e0e\u6d88\u8d39\u8005\u4fe1\u4efb\u7814\u7a76. \u7ba1\u7406\u8bc4\u8bba, 27(2), 43\u201354.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>\u4f5c\u8005\uff1a \u803f\u534f\u946b\uff0c\u516c\u4f17\u53f7\uff1a\u4eac\u4e1c\u8bbe\u8ba1\u4e2d\u5fc3JDC\uff08ID\uff1aJDCdesign\uff09<\/p>\n<p>\u6765\u6e90\uff1ahttps:\/\/mp.weixin.qq.com\/s\/6vPc19YO9HvGNbM4XxOrEg<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u662f\u4ec0\u4e48\u8ba9\u7528\u6237\u5bf9\u7535\u5546\u76f4\u64ad\u8d8b\u4e4b\u82e5\u9e5c\uff0c\u4ee5\u4e0d\u4e9a\u4e8e\u8ffd\u661f\u7684\u70ed\u60c5\u6295\u8eab\u5176\u4e2d\uff1f\u672c\u6587\u5c06\u4ece\u5fae\u89c2\u53d1\u751f\u5b66\u7684\u89d2\u5ea6\uff0c\u63a2\u8ba8\u7535\u5546\u76f4\u64ad\u89c2\u770b\u7528\u6237\u7684\u6d88\u8d39\u5fc3\u7406\u673a\u5236\u3002 \u867d\u7136\u4e4b\u524d\u5df2\u7ecf\u4e86\u89e3\u5230\u4e86\u5e02\u573a\u5145\u5206\u7684\u4e50\u89c2\u9884\u671f\uff0c\u4f46\u662f\u8bbf\u8c08\u65f6\u7528\u6237\u8868\u73b0\u51fa\u7684\u70ed\u5ff1\u3001\u4e3b\u64ad\u4eec\u8bb2&#8230; <\/p>\n","protected":false},"author":1,"featured_media":368,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[18,19],"_links":{"self":[{"href":"http:\/\/chengguogroup.com\/index.php?rest_route=\/wp\/v2\/posts\/630"}],"collection":[{"href":"http:\/\/chengguogroup.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/chengguogroup.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/chengguogroup.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/chengguogroup.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=630"}],"version-history":[{"count":1,"href":"http:\/\/chengguogroup.com\/index.php?rest_route=\/wp\/v2\/posts\/630\/revisions"}],"predecessor-version":[{"id":631,"href":"http:\/\/chengguogroup.com\/index.php?rest_route=\/wp\/v2\/posts\/630\/revisions\/631"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/chengguogroup.com\/index.php?rest_route=\/wp\/v2\/media\/368"}],"wp:attachment":[{"href":"http:\/\/chengguogroup.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=630"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/chengguogroup.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=630"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/chengguogroup.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=630"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}