基于UTAUT模型的微型企业使用B2B电子商务网站行为的研究

发布时间：2018-04-04 01:36

本文选题：微型企业　切入点：B2B电子商务网站　出处：《浙江财经学院》2012年硕士论文

【摘要】：目前,B2B电子商务发展迅速,越多越多的微型企业投身其中,这一点在浙江地区尤为明显。以阿里巴巴为代表的浙江B2B网站的规模和影响力日增,已经成为我国B2B电子商务的领航者。但从目前研究来看,关于微型企业使用B2B电子商务网站的研究还很匮乏。本文通过引入整合型信息技术接受与使用模型(UTAUT),对影响微型企业使用B2B电子商务网站行为的影响因素进行了探讨和分析。从理论上较为清晰且较新地展示了微型企业使用B2B电子商务网站行为的影响因素和影响路径;从实际上看,这对于促进浙江地区的微型企业进一步利用好B2B电子商务网站,进而推动其自身的发展是有积极意义的。本研究通过对B2B电子商务、微型企业以及UTAUT模型等相关研究的文献进行回顾和探讨,然后结合现实调研的情况,在已有模型和理论的基础上,构建出本文的研究模型,并提出相关假设。模型主要包括四个自变量:绩效期望、努力期望、社群影响、便利程度;一个中介变量:使用意愿;一个因变量:使用行为;三个控制变量:性别、年龄和受教育程度。研究假设绩效期望、努力期望、社群影响对行为意愿有显著影响;便利程度使用行为有显著影响;行为意愿对使用行为有显著影响。本文利用SPSS16.0和AMOS 7.0统计分析软件对数据进行了分析和处理,对相关假设进行了验证,并得出了相关研究结论:绩效期望对使用意愿有正向影响;努力期望对使用意愿有正向影响;便利程度对使用行为有正向影响;使用意愿对使用行为有正向影响。最后,本文提出了以下建议: (1)微型企业自身应该重视B2B电子商务网站的使用,加强对B2B电子商务网站的了解和认识,根据企业自身的情况,重视企业自身的建设,努力的降低自身成本,有目的、有针对性的利用B2B电子商务网站。 (2)政府应该采取有力措施,积极发挥作用,努力促进微型企业对B2B电子商务网站的使用。
[Abstract]:At present , B2B e - commerce is developing rapidly , and the more and more micro enterprises are invested , this is especially obvious in Zhejiang region . In view of the fact that the size and influence of B2B e - commerce websites represented by Alibaba has become a leader of B2B e - commerce in China , the paper introduces the influence factors and influence paths of B2B e - commerce website behavior by introducing integrated information technology acceptance and use model ( UTAUT ) .

This paper reviews and discusses the literature of B2B e - commerce , micro - enterprise and UTAUT model . Then , based on the existing model and theory , the paper constructs the research model and puts forward relevant assumptions . The model mainly includes four independent variables : performance expectation , effort expectation , social group influence , convenience degree , one intermediate variable , gender , age and education level .

The data was analyzed and processed by SPSS 16.0 and AMOS 7.0 statistical analysis software . The relevant assumptions were verified . The conclusion was drawn that the performance expectations had a positive impact on the willingness to use ; the effort was expected to have a positive impact on the willingness to use ; the degree of convenience had a positive impact on the use behavior ; the willingness to use had a positive impact on the use behavior .

Finally , the following suggestions are put forward :

( 1 ) Micro enterprises should pay great attention to the use of B2B e - commerce websites , strengthen the understanding and understanding of B2B e - commerce websites , attach importance to the construction of B2B e - commerce websites , reduce their own cost , and make use of B2B e - commerce websites .

( 2 ) The government should take effective measures to actively play a role in promoting the use of micro - enterprises in B2B e - commerce websites .

【学位授予单位】：浙江财经学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F276.3;F724.6

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