网络嵌入对消费者团购意愿影响的实证研究

发布时间：2018-06-30 04:34

  本文选题：社会网络 + 结构嵌入　； 参考：《系统管理学报》2017年04期

【摘要】：网络团购以其独特的消费模式广受消费者、供应商及相关电子商务网站青睐。以往关于团购的相关文献主要着眼于消费者个体特征对网络团购意愿的影响,缺乏基于群体视角的研究。而随着互联技术的提高,消费者参加网络团购这一行为是嵌入于社会网络之中的,其决策必然受到群体因素影响。鉴于团购环境的改变,以社会网络理论为基础,探讨了网络群体结构嵌入、关系嵌入对团购购买意愿影响的作用机理,检验了感知控制和信任的中介效应,并对比分析了不同团购方式的影响程度。实证结果表明,对于网站发起式团购和消费者发起式团购方式,网络结构嵌入和关系嵌入的影响程度有显著差异。
[Abstract]:Online group buying is popular with consumers, suppliers and related e-commerce websites for its unique consumption mode. Previous literatures on group buying mainly focus on the influence of individual characteristics on the willingness of online group buying, and lack of research based on group perspective. With the improvement of interconnection technology, the behavior of consumers participating in online group purchase is embedded in social network, and its decision is bound to be affected by group factors. In view of the change of group buying environment, based on the theory of social network, this paper discusses the mechanism of the influence of network group structure embedding and relationship embedding on group purchase intention, and tests the intermediary effect of perceived control and trust. And analyzed the influence degree of different group purchase way. The empirical results show that there are significant differences in the influence of network structure embedding and relationship embedding between website initiated group buying and consumer initiated group buying.
【作者单位】： 中南大学商学院;
【基金】：国家自然科学基金资助项目(71272066,71672195,71662024);国家自然科学基金青年项目(71302069)
【分类号】：F713.55
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本文编号：2084913