电商生态背景下云平台技术继续使用意向研究：共生因素的调节效应

发布时间：2018-03-04 03:38

  本文选题：电商生态系统　切入点：云平台技术　出处：《浙江工商大学》2016年博士论文　论文类型：学位论文

【摘要】：伴随着电子商务生态系统自身的逐渐演化,其渗透力影响力越来越大。电子商务生态系统中企业与个人、企业与行业之间是一种协同合作,不断创新的关系。于此,共生理论对于电商生态圈的发展提供了理论上的指引,能够使之促进电子商务生态系统的进一步成长。而随着云平台技术的出现,这种技术被越来越广泛的运用到电商运营中去,刺激了电子商务生态系统的壮大。同时现有的理论模型对电商生态背景下影响云平台技术接受的相关因素考虑不足。云平台技术的研究总体上还处于探索性发展阶段,其理论分析框架尚未完全构建起来,还有大量的理论空白需要填补。针对上述问题,本研究将进一步梳理,解析并整合相关技术接受理论,在电商生态系统视角下,充分考虑共生因素的影响,构建整合性的云平台技术接受模型,从而为推动电商生态系统的发展提供理论支持和管理实践。具体而言,本研究将主要聚焦于以下三个方面的研究问题：(1)如何在电商生态背景下构建云平台技术接受模型?云平台技术在中国电子商务生态系统快速演化的大背景下不断发展,电商运营过程会逐渐采用这种技术。因此,探索这一技术被接受的过程即是探索用户融入电商生态系统的一个过程。这无疑将有助于云平台技术未来的发展完善以期待进一步满足普通用户的需求。现有的整合技术接受模型都还没有考虑到电商生态这一大背景,本研究将整合原有的技术接受模型,系统地引入云平台技术,建构新的技术接受模型。(2)云平台技术基本特征对用户满意度、用户继续使用意向影响机理?对于云平台技术的研究,虽然目前取得了一定的研究成果,但并没有完全定义云平台技术基本特征。可以说,云平台技术的研究总体上还处于探索性发展阶段。特别是基于中国电商井喷式发展的情景,怎么去构建云平台技术在电商生态下的特征属性,其对用户满意度、用户继续使用意向的作用关系等问题,比如云平台技术基本特征对用户满意度、用户继续使用意向是否有正向影响,还需要进一步的研究。同时由于现有研究各自的视角也不尽相同,其理论分析框架尚未完全构建起来,还有大量的理论空白需要填补。本研究将结合考虑电商生态背景中的共生因素,采用规范与实证研究方式探讨和进一步分析验证几者之间的关系。(3)共生因素情境下用户信息技术接受的影响机理?由于云平台技术具有多种特征属性,用户在信息技术接受过程中受多重因素影响,对于共生因素到底如何通过相应的方式影响用户的满意度和继续使用意向,即共生因素对用户信息技术接受的作用机制的还需要进一步深入分析研究。针对现有的技术接受理论的瑕疵,本文将引入共生因素调节变量,探究影响用户的技术接受机理在该因素作用下有何差异。本文研究共生因素的调节作用,弥补现有相关理论的不足,能使新整合后的云平台技术接受模型更有解释力。通过上述研究工作,本文得出如下主要结论：(1)电商生态背景下云平台技术基本特征是影响用户技术接受的关键因素电商生态系统中,各种商业模型与新兴技术交叉融合,相互促进创新。本研究通过系统分析,对照前人的研究在技术接受模型的基础上,整合了共生理论,技术接受理论以及使用与满足理论,剖析了这些理论背后重叠的定义概念,支撑思维体系,结合关于“感知—态度一行为”的研究范式,识别了感知有用性,感知易用性,安全性和响应性这四项云平台技术的基本特征,构建了本研究的概念模型。通过探索性因子分析和验证性因子分析同时验证感知有用性,感知易用性,安全性和响应性这四项云平台技术的基本特征之间的理论关系和合理性,这就说明被识别的影响因素的适用性和可靠性。同时剖析了感知有用性,感知易用性,安全性和响应性这四项云平台技术的基本特征因素对技术接受的结果变量的影响。(2)云平台技术基本特征对用户满意程度,用户个体的继续使用意向有着显著的影响本研究通过对大量用户调研数据的研究分析发现,云平台技术的四种基本特征：感知有用性,感知易用性,安全性,响应性对用户满意程度有着显著的影响。其中,感知有用性对用户个体的满意程度具有正向影响。感知易用性对用户个体的满意程度具有正向影响。安全性对用户个体的满意程度具有正向影响。响应性对用户个体的满意程度具有正向影响。云平台技术的三种基本特征：感知有用性,安全性,响应性对用户个体的继续使用意向有着显著的影响。其中,感知有用性对用户个体的继续使用意向具有正向影响。安全性对用户个体的继续使用意向具有正向影响。响应性对用户个体的继续使用意向具有正向影响。这是由于在云平台技术使用的过程中,感知有用性,感知易用性,安全性和响应性这些基本特征能够为用户个体带来更多的使用流畅体验。这种流畅体验显著影响对相关技术的使用满意度和继续使用的意向。(3)共生因素对用户满意程度,用户个体的继续使用意向的影响起到局部调节作用基于电商生态视角,本文引入了共生因素调节变量即开放性,娱乐性和社交性来共同考察不同特征对用户满意程度与用户个体的继续使用意向的调节作用。具体来说,开放性越高,感知有用性对满意度的影响程度越大。开放性越高,感知易用性对满意度的影响程度越大。开放性越高,安全性对满意度的影响程度越大。娱乐性越高,感知有用性对满意度的影响程度越大。娱乐性越高,安全性对满意度的影响程度越大。娱乐性越高,响应性对满意度的影响程度越大。社交性越高,感知有用性对满意度的影响程度越大。社交性越高,感知易用性对满意度的影响程度越大。社交性越高,安全性对满意度的影响程度越大。开放性越高,感知有用性对继续使用意向的影响程度越大。开放性越高,安全性对继续使用意向的影响程度越大。娱乐性越高,感知有用性对继续使用意向的影响程度越大。社交性越高,感知有用性对继续使用意向的影响程度越大。社交性越高,响应性对继续使用意向的影响程度越大。(4)在云平台技术接受过程中用户满意是决定用户继续使用意向的必要条件云平台技术由于其服务性特征的存在,利用互联网提供了优质的被用户所满意的服务,通过其优势服务的特点：感知有用性,感知易用性,安全性和响应性为消费者构筑了实惠,高效,安全,实时快捷的使用渠道,让用户感受其价值。以往的研究强调个体对相关技术的继续使用意向会受到来自个体的荆轮效应的影响,即通过预期与实际服务内容的对比会形成用户个体对相关技术本身使用的满意度的改变,而满意度的改变直接影响最终用户决定是否有意向对该项技术的继续使用。云平台技术通过用户自身对其特点特征的感知比较,形成了用户自身对云平台技术的综合评价。云平台技术对于用户来说,为其推荐了大量的产品和服务选择使用机会,满足了用户对其功能上和情感上的诉求。因此通过研究发现,在云平台技术的使用过程中用户满意是决定用户继续使用意向的必要条件。纵观全文,围绕着“电商生态背景下云平台技术为何会被继续使用”这一核心问题,本文在三个方面提出创新点。(1)提出新的研究路径。本研究梳理电子商务生态系统的演化过程,同时在技术不断变革的过程中分析云平台技术被个体用户所接受的过程。从电商生态的视角理解了云平台技术的独特性,丰富了电商生态系统的内涵。在电商生态背景下,基于现有的技术接受模型做了一定的补充和扩展,建构了新的整合性技术接受模型,从而拓展了现有个人信息技术接受理论研究的广度和深度。(2)探索划分了共生因素的结构维度。由于目前国内外研究对于共生因素的内容和维度并没有形成统一的看法,本研究梳理了国内外关于共生理论的发展脉络,仔细比较了共生理论应用的所属研究领域、研究范式和方法以及与电商生态的结合研究等后,最终将共生因素划分为开放性,娱乐性和社交性的三个维度,为相关问题的后续研究提供了参照标准。(3)详细阐释了共生因素情境下用户信息技术接受的影响机理,弥补现有相关理论的不足,能使新整合后的云平台技术接受模型更有解释力。可以完善应对举措,调节此类要素的强弱程度来达到促进用户对技术的有效接受的目的。对电商生态的平衡发展,能够具有一定的实践参考价值。
[Abstract]:Along with the gradual evolution of e-commerce ecosystem itself, the penetration of the growing influence. Enterprises and individuals in e-commerce ecosystem, between enterprise and industry is a kind of cooperative relationship for continuous innovation. The symbiosis theory provides a theoretical guidance for the development of the electricity supplier ecosystem, to further growth to promote e-commerce ecosystem. With the emergence of cloud platform technology, this technology is more and more widely used in commercial operations to stimulate the growth of e-commerce ecosystem. At the same time, the existing theoretical models related factors to accept cloud platform technology impact on the electricity supplier ecological background is considered less. Research on the overall cloud on the platform is still in the exploratory stage of development, its theoretical framework has not been fully established, there are many theoretical gaps to fill in view of the above questions, This study will further review, analysis and integration of related technology acceptance theory, from the perspective of business ecosystem, fully consider the influence factors of the symbiotic integration cloud platform, technology acceptance model, so as to provide theoretical support and management practice to promote the development of business ecosystem. Specifically, the research problems in the following three aspects this study will mainly focus on: (1) how to build a cloud platform technology acceptance model in electricity supplier ecological context? Cloud platform technology development in the background of the rapid evolution of China e-commerce ecosystem, electric operators would gradually use this technology. Therefore, explore the process of this technology is acceptable is a a process of exploring the user integrate into the electricity supplier ecosystem. This will undoubtedly contribute to the development of cloud platform technology in the future to further improve to meet the needs of ordinary users. The whole Technology acceptance model is not considering the ecological electricity supplier in this big background, this study integrates the original technology acceptance model, systematically introducing the cloud platform technology, construction of new technology acceptance model. (2) the satisfaction of basic characteristics of cloud computing platform for users, users continue to influence mechanism research on cloud platform intention? Technology, although they have made some achievements, but there is no complete definition of the basic characteristics of cloud platform technology. It can be said that the research on the overall cloud platform technology is still in the exploratory stage of development. Especially China electric business blowout type development scenarios based on attributes, how to build a cloud platform technology in the business environment and the role of the customer satisfaction issues such as the relationship between the users continue to use intention, such as the basic characteristics of cloud platform technology to user satisfaction, whether users continue to have positive influence on use intention, Further research is needed. At the same time because of their existing research perspective is not the same, its theoretical framework has not been fully established, there are a lot of theoretical gaps need to be filled. This study will consider symbiotic ecological electricity supplier in the background factors, using normative and empirical research to explore and validate a further analysis of the relationship between. (3) the influence mechanism of symbiotic user information technology acceptance factors of context? Because cloud computing platform has the attributes of various features, users in the information technology acceptance by multiple factors in the process of the common factors in the end how through the corresponding way to affect the user satisfaction and continuance intention, further analysis and research. Also need the mechanism of symbiosis factors on information technology acceptance of the technology acceptance theory flaw, this paper will introduce the symbiotic factors Moderator, to explore the impact of user technology acceptance differences in the factors regulating mechanism. This paper studies the symbiotic factors, to make up for lack of existing relevant theory, can make the new integrated cloud platform technology acceptance model more explanation. Through the above research work, the main conclusions of this paper are as follows: (1) basic the characteristics of cloud computing platform electricity supplier ecological background is a key factor affecting the user technology acceptance business ecosystem, a variety of business models and new technology integration, mutual promotion and innovation. This research through the analysis of the system, the control of previous research based on the technology acceptance model, the integration of the symbiosis theory, technology acceptance theory and the theory of use and meet, analyzes the theory behind these overlapping definitions, the supporting system of thinking, combined with the research on "perceived attitude behavior" model, identification Perceived usefulness, perceived ease of use, safety and response of the four cloud computing platform the basic features of the concept of constructing the model. Through exploratory factor analysis and confirmatory factor analysis and verification of perceived usefulness, perceived ease of use, security and response theory of the relationship between the basic characteristics of the four cloud platform technology and rationality, which shows the applicability and reliability factors are identified. At the same time the analysis of perceived usefulness, perceived ease of use, safety and the impact of response variables of the four basic characteristics of cloud platform technology factors on technology acceptance results. (2) basic the characteristics of cloud computing platform for user satisfaction, individual users continue to use the intention to have a significant impact on the study of a large number of users through the survey data analysis found that the four basic characteristics of cloud platform technology: perception Use, perceived ease of use, security, nature has a significant impact on user satisfaction response. Among them, has a positive impact on satisfaction with the perceived usefulness of the individual users. Perception has a positive impact on user satisfaction and easy to use. The individual has a positive impact on the satisfaction degree of safety of the individual users. Has a positive impact on the response of the individual user satisfaction. The three basic characteristics of cloud platform technology: perceived usefulness, safety, response to the individual users to have significant influence on use intention. Among them, the perceived usefulness of individual users continue to use intention has a positive impact on the safety of the user. The individual's continuance intention has a positive impact. Response to the individual users continue to use intention has a positive impact. This is because in the process of using cloud platform technology, perceived usefulness, perceived ease Use, safety and response of these basic features for individual users can bring more fluent experience. This experience significant influence on the use of technology to use satisfaction and intention. (3) the symbiotic factors on the user satisfaction, the individual users continue to use the intention to influence local regulation of business ecology based on the perspective, this paper introduces the symbiosis factor conditioning variables that are open, entertainment and social networking to study the different characteristics of user satisfaction and individual users continue to use the intention of regulation. Specifically, the higher the degree of openness, affect the perceived usefulness of satisfaction is greater. The higher the more open. Great influence on perceived ease of use satisfaction. Open the higher degree of influence on safety of satisfaction more entertainment. The higher perceived usefulness of satisfaction influence process The greater the degree of entertainment. The higher the degree of influence on safety of satisfaction more entertainment. The higher degree of satisfaction impact response is greater. The higher social influence, perceived usefulness of greater social satisfaction. The higher the greater the degree of influence on perceived ease of use social satisfaction. The higher degree of influence on the safety of satisfaction more. Open the higher perceived usefulness, greater impact on continuance intention. Open safety is higher, the larger the influence degree of the continued use intention. Entertainment is higher, the greater the perceived usefulness influence of continuance intention. Social higher perceived usefulness greater impact on continuance intention. The higher the social response, the greater the degree of influence on continuance intention. (4) in the cloud computing platform in the process of receiving customer satisfaction is decided by the user to make With the intention of the necessary conditions of cloud platform technology because of its service characteristic, provides the high quality service is user satisfaction with the use of the Internet, the characteristics of the advantages of the service: perceived usefulness, perceived ease of use, security and responsiveness for consumers to build affordable, efficient, safe, and efficient use of time the channel, allowing users to feel their value. Previous studies emphasize individual related technologies continue to affect the use of intention will be a ratchet effect from the individual, namely, by comparing the expected and actual service content will be formed on the technology itself using individual user satisfaction and satisfaction of the change, change directly affects the users decide whether the intention of this technology continue to use cloud computing platform. Through the user's perception of the characteristics of the comparison, form the user's own cloud platform technology in Evaluation. Cloud computing platform for users to recommend a large number of products and services to meet the users choose to use the opportunity to appeal to its function and emotional. So through the study found that, in the process of using cloud platform technology in customer satisfaction is a necessary condition for the user to continue decision intention. Throughout the paper, around the core issue of "why cloud computing platform electricity supplier ecological background will continue to be used, in this paper the innovation in three aspects. (1) proposed a new research path. In this paper, the evolution process of e-commerce ecosystem, and analysis process of cloud platform technology has been accepted by the user in the individual process technology continues to change. From the perspective of ecological electricity supplier unique cloud platform technology, enriched the connotation of business ecosystem. In the electricity supplier ecological background, accept the existing technology based on The model makes the supplement and extension, establish a unified technology acceptance model, so as to expand the existing personal information technology acceptance of the breadth and depth of theory. (2) to explore the division of the structure dimension. Symbiosis factors due to the current domestic and foreign research on contents and dimensions of symbiosis factors do not form a unified view in this study, combing the development of symbiosis theory at home and abroad, carefully compared the scope of research application of symbiosis theory, research paradigm and method, and combined with the research of ecological electricity supplier, will eventually be symbiotic factors into three dimensions of openness, entertainment and social networking, provides reference standard for the follow-up study related issues. (3) detailed interpretation of the situation under the influence factors of symbiotic user information technology acceptance mechanism, make up the deficiencies of the existing theories, the new integration of the cloud platform Technology acceptance model is more explanatory. It can improve response measures, adjust the intensity of these factors to achieve the purpose of promoting users' effective acceptance of technology. It has certain practical reference value for the balanced development of electricity supplier ecosystem.

【学位授予单位】：浙江工商大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：TP393.09;F724.6
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本文编号：1564003