微信电商平台在线互动对购买意愿的影响研究

发布时间：2018-03-02 20:06

本文选题：微信电商　切入点：在线互动　出处：《广西大学》2016年硕士论文　论文类型：学位论文

【摘要】：微信作为一款“碎片式”社交工具,从2011年问世至今,经历短短的四五年,其用户量就已经接近6亿。微信已经不只是一款链接人与人的社交软件,还是一款链接人与商品的电商软件,2015年微信直接带动的生活消费规模已达到110亿元,然而微信电商的相关研究相对匮乏。本研究理论部分首先简单介绍了微信电商平台的发展现状及研究现状,然后梳理了在线互动、顾客信任、购买意愿的基本理论,由于微信电商平台在线互动研究几乎没有,笔者借鉴电子商务环境下在线互动、顾客信任及购买意愿的研究现状,最后结合微信电商的社交商务属性构建了本研究的理论模型图,并提出了本研究的16个假设。实证部分首先通过预调研分析修订问卷、正式调研收集了347份有效问卷。然后对这347份问卷的数据进行信度、效度分析及相关分析,最后通过结构方程模型分析验证本研究假设。实证分析结果显示微信电商平台在线互动的五个因子对顾客信任均具有显著的正向影响,在线互动除感知易用性外四个因子均与购买意愿显著正相关,而且微信电商平台下的顾客信任能够正向预测其购买意愿,研究还表明顾客信任在微信电商在线互动的感知易用性、感知有用性、专业性、互助性四个因子对购买意愿的影响中起到了中介的作用。最后针对本研究结论对微信电商的发展提出了四点建议。
[Abstract]:WeChat, a "shrewd" social networking tool, has nearly 600 million users in 45 since its launch in 2011. WeChat is no longer just a social software that links people to people. In 2015, WeChat directly led the living consumption scale of 11 billion yuan. However, the relative research on WeChat E-quotient is relatively scarce. In the theoretical part of this research, the development status and research status of WeChat e-commerce platform are briefly introduced, and then the basic theories of online interaction, customer trust and purchase intention are combed. Since there is almost no online interaction research on WeChat e-commerce platform, the author draws lessons from the current research situation of online interaction, customer trust and purchase intention in e-commerce environment. Finally, combining the social business attributes of WeChat e-commerce, the theoretical model diagram of this study is constructed, and the 16 hypotheses of this study are proposed. In the empirical part, the questionnaire is revised through pre-investigation and analysis. 347 valid questionnaires were collected, and the data of 347 questionnaires were analyzed by reliability, validity analysis and correlation analysis. The empirical results show that the five factors of online interaction of WeChat e-commerce platform have a significant positive impact on customer trust. In addition to perceived usability four factors of online interaction were significantly positively correlated with purchase intention and customer trust under WeChat ecommerce platform could positively predict their purchase intention. The research also shows that customer trust is perceived to be easy to use, perceived to be useful and professional in the online interaction of WeChat e-commerce. The four factors of mutual assistance play an intermediary role in the influence of purchase intention. Finally, four suggestions are put forward for the development of WeChat e-commerce.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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