随着移动互联网的应用与普及，移动网络购物已经成为人们日常生活中的高频活动，其在整个社会零售体系中已占相当大的比例。尽管移动网络购物发展迅猛，但其流量红利已经消失，移动网络购物平台竞争更加激烈，与此同时移动网络购物情境下消费者购物体验的要求也不断升级。在这种背景下，如何通过增强消费者在移动网络购物中的社会临场感以提升其在购物过程中的体验感受，从而提高其网络购买意愿，增强消费者购买转化，这是目前急需解决的实践问题。 移动网络购物是一种虚拟的网络沟通情境，社会临场感是克服沟通过程中缺乏人情味的重要方式。基于“S-O-R”(“刺激-机体-反应”)理论，在移动网络购物情境中，社会临场感作为消费者的一种心理刺激，必然会对其购买意愿和行为产生影响。本研究通过对社会临场感理论、顾客感知价值以及移动网络购物意愿等研究文献的梳理后，基于“S-O-R”理论的一般逻辑，结合消费者解释水平理论，围绕移动网络购物情境中社会临场感与消费者购买意愿之间的关系进行研究，力求回答以下几个问题：1、移动网络购物中社会临场感如何界定以及涉及哪些维度？2、社会临场感对消费者购买意愿影响的内在机理是什么？3、移动网络购物中消费者社会临场感影响购买意愿的情境因素有哪些？ 鉴于此，本研究根据“S-O-R”理论的一般逻辑构建了移动网络购物情境中社会临场感通过感知价值影响消费者购买意愿的理论模型，并结合解释水平理论，同时考察消费者的解释水平在这一过程中的调节作用。基于概念模型，本研究通过理论推演提出了8组理论假设。本研究采用问卷调查的方式进行样本数据收集。在预调研中，共发放问卷300份，得到有效问卷236份。通过探索因子分析形成在移动网络购物情境中的意识社会临场感、情感社会临场感、认知社会临场感、功能感知价值、娱乐感知价值、社会感知价值、购买意愿等主要构念的测量量表。随后使用正式调查问卷发放3000份，得到有效问卷2461份。使用多元回归的方法对各个理论假设予以验证，得到研究结论如下： 社会临场感对消费者购买意愿具有积极影响。在移动网络购物情境中，消费者社会临场感对购买意愿具有积极影响。具体而言，消费者在移动网络购物情境中的意识社会临场感、情感社会临场感以及认知社会临场感等三种社会临场感均会对其网络购买意愿产生影响。 社会临场感对消费者感知价值具有积极影响。根据“S-O-R”理论，消费者的价值感知作为个体的一种机体感知，是建立在其对购物情境即社会临场感的刺激之上的。社会临场感对消费者感知价值具有积极影响。具体来说，其一，意识临场感、情感临场感和社会临场感均对功能感知价值有积极影响；其二，意识临场感、情感临场感和社会临场感均对娱乐感知价值有积极影响。其三，意识临场感、情感临场感和社会临场感均对社会感知价值有积极影响。 消费者感知价值在社会临场感与购买意愿之间具有中介效应。具体来说：其一，在移动网络购物情境中，消费者功能感知价值对社会临场感与购买意愿之间的关系具有中介作用。在移动网络购物情境中，社会临场感的不同维度都对于消费者的功能价值感知均产生促进作用。其二，在移动网络购物情境中，消费者情感感知价值对意识社会临场感、情感社会临场感和认知社会临场感与购买意愿之间的关系具有中介作用。其三，消费者社会感知价值对意识社会临场感、情感社会临场感和认知社会临场感与购买意愿之间的关系具有中介作用。 消费者解释水平对感知价值与购买意愿之间的关系具有部分调节效应。移动网络购物情境中，消费者解释水平对娱乐感知价值和社会感知价值与购买意愿之间的关系具有调节作用，但对功能感知价值与购买意愿之间的关系不具有调节效应。 本研究首次将社会临场感理论引入移动网络购物情境，扩展了社会临场感的研究情境。近年来，社会临场感理论在许多学科均被作为研究热点而被关注。它创建于早期的通讯领域，逐步在网络远程教育、人机交互等领域得到学者们的关注，近些年在营销和网络购物领域中成果不断涌现。本研究将社会临场感引入到移动网络购物情境中，为社会临场感理论开辟了新的研究情境。其次，本研究引入感知价值，基于“S-O-R”理论探索了移动购物情境下社会临场感对消费者购买意愿的影响机制。基于“S-O-R”理论逻辑，在梳理和研析相关文献的基础上，大胆引入了中介变量感知价值，探究了在移动购物情境下社会临场感通过功能价值、娱乐价值和社会价值等感知价值的中介效应来影响消费者网络购买意向，打开了社会临场感与消费者购买意愿之间的“理论”黑箱。此外，本研究结合解释水平理论，深入分析了消费者解释水平对感知价值影响购买意愿的情境作用。 此外，本研究对移动网络购物商家也有重要的实践启示和指导意义。首先，商家需要重视移动网店的社会临场感营造，以提升来到网店消费者的购买意愿。社会临场感是购买意愿的刺激变量，所以网店经营者应该想方设法来提升消费者在网店中的社会临场感。其次，商家应该重视消费者感知价值的作用，从而强化和促进社会临场感作用的“外溢”。要想提升移动购物网店的经营效率，增加购买转化，移动购物网店经营者应增加投资提升消费者在网络购物平台中的社会临场感，从而提升用户的三种感知价值，使得社会临场感对消费者购买意愿的作用“外溢”。再次，商家需要对目标客户进行细分，更好地发挥解释水平理论对不同客户制定不同运营策略的指导作用。针对解释水平低的客户，网站可以将重点放到功能感知价值层面。相反，针对解释水平较高的目标客户网店，则应该在功能感知价值保证的基础上，应该花更多精力提升社会临场感以促进消费者的娱乐感知价值和社会感知价值。 关键词：移动网络购物；社会临场感；感知价值；购买意愿；解释水平

 With the application and popularization of mobile internet, mobile online shopping, which occupies a considerable proportion in the whole social retail system, has become a high-frequency activity in people's daily life. Despite the rapid development of mobile online shopping, but its traffic dividend has disappeared, for the mobile online shopping platform competition is more and more fierce, at the same time, and the mobile online shopping consume requirements have been constantly upgrading. Under this circumstance, how to improve consumers’ shopping experience through their social presence in mobile online shopping, and thus enhance their willingness to buy online, and their purchase transformation, is now an urgent practical problem to solve. Mobile online shopping is a virtual network communication situation, in which process, social presence is an important way to overcome the lack of human feelings. Based on "S-O-R"theory, social presence, as a psychological stimulus of consumers, will inevitably have an impact on their purchase intention and behaviors in mobile online shopping situation. This thesis sorts out the research literature of social presence theory, customer perceived value and mobile online shopping willingness first. Then, basedon the general logic of “S-O-R” theory and the theory of consumer interpretation level,the thesis, by focusing on the social presence in mobile shopping scenarios, carries out research on the relationship between consumers' willingness to purchase, trying to answer the following questions: 1. How to define the social presence in mobile online shopping and what dimensions are involved? 2. What is the internal mechanism of the impact of social presence on consumers' willingness to purchase? 3. What are the situational factors that affect the purchasing willingness of consumer social presence in mobile online shopping? In view of this, based on the general logic of the "S-O-R" theory, this study constructs a theoretical model of social presence in the mobile network shopping situation that affects consumers willingness to purchase through perceived value. Combined with the theory of interpretation level, this paper also examines the role of consumer interpretation in this process. Based on the conceptual model, eight sets of theoretical hypotheses are proposed through theoretical deduction. This study uses questionnaires to collect sample data. In the ′pre research, 300 questionnaires were distributed and 236 valid answered questionnaires were obtained. By means of exploring the factor analysis, formed are the measurement scales of the main constructs in the mobile network shopping situation, such as the consciousness social presence, the emotional social presence, the cognitive social presence, the functional perceived value, the entertainment perceived value, the social perceived value, and the purchase intention . A total of formal 3000 questionnaires were issued and 2461 validly-answered questionnaires were received. Multiple regression methods were used to verify each theoretical hypothesis and the following conclusions were drawn: First of all, social presence has a positive impact on consumers' purchase willingness. In the context of mobile Internet shopping, consumer social presence has a positive impact on purchase willingness. Specifically, three kinds of social presence, namely, conscious social telepresence, emotional social telepresence and cognitive social presence, will influence consumers'online purchase intention. Secondly, social presence has a positive impact on consumers' perceived value. According to the "S-O-R" theory, consumer perception of value as an individual's perception of the body is based on its stimulation of the shopping situation, i.e., the sense of social presence.Social presence has a positive impact on consumers' perceived value. Specifically speaking,First, conscious presence, emotional presence and social presence have a positive impact on the perceived value of function; Second, conscious presence, emotional presence and social presence have a positive impact on the perceived value of entertainment; Third,conscious presence, emotional presence and social presence have a positive impact on the perceived value of society. Thirdly, the perceived value of consumers has a mediating effect between social presence and purchase intention. Specifically speaking, first, in the mobile online shopping situation, the perceived value of consumer function mediates the relationship between social presence and purchase intention. In the context of mobile online shopping, different dimensions of social presence can promote consumers′perception of functional value. Second, in the context of mobile online shopping, consumer emotional perceived value mediates the relationship betweenpurchase intention and perceived social presence, perceived social presence and perceived social presence. Third, in the context of mobile online shopping, consumer social perceived value mediates the relationship betweenpurchase intention and perceived social presence, perceived social presence and perceived social presence. Finally, the level of consumer interpretation has a moderating effect on the relationship between perceived value and purchase intention. In the context of mobile online shopping, the level of consumer interpretation moderates the relationship between entertainment perceived value and social perceived value and purchase intention, but does not moderate the relationship between functional perceived value and purchase intention. In this study, the theory of social presence is introduced into the mobile online shopping situation for the first time, which expands the research scope of social presence. Social telepresence theory is a multi-disciplinary research hotspot gradually rising with the development of communication and Internet technology. It was founded in the field of communication in the early days, further developed in the fields of distance education, human-computer interaction and so on, and then extended to the field of marketing. This study introduced socialpresence into the context of mobile online shopping, opening up a new research context for the theory of social presence. Secondly, based on the theory of "S-O-R", this study introduces perceived value and explores the influence mechanism of social presence on consumers′purchase intention in mobile shopping context. Based on the logic of "S-O-R" theory, after combing and analyzing relevant literature, this paper introduces the perceived value of intermediary variables boldly, and explores the intermediary effect of social presence on consumers′online purchaseintention through perceived value such as function value, entertainment value and social value in the context of mobile shopping, thus opening the "theory" black box betweenconsumer presence and purchase intention. In addition, this study combined with the level of interpretation theory, has made an in-depth analysis of the impact of level of consumer interpretation of perceived value on purchase intention. In addition, this study also has important practical inspiration and guiding significance to mobile internet shopping merchants. Firstly, the online merchants need to attach importance to the decoration of social presence of mobile online stores, in order to enhance consumers′purchase willingness. Social presence is a stimulus variable of consumers′purchase intention, so online store operators should try to improve consumers′ social presence in online stores. Secondly, businesses should attach importance to the role of consumers′perceived value, so as to strengthen and promote the "spillover" of the role of social presence. In order to improve the operational efficiency of mobile shopping online stores and increase the purchase conversion, mobile shopping online store operators should increase investment to enhance the social presence of consumers in the online shopping platform, thereby enhancing the three perceived values of users, and making the role of social presence on consumers′purchase intention "spillover". Thirdly, businesses need to subdivide the target customers to better play the role of interpretation level theory in guiding different customers to formulate different operational strategies. For customers with low interpretation abilities, websites can focus on functional perception. On the contrary, for target customers with high level of interpretation, more efforts should be dedicated to enhancing social presence to promote consumer entertainment perceived value and social perceived value on the basis of functional perceived value assurance. Keywords:mobile internet shopping, social presence, perceived value, purchase intention, interpretation level