基于信任、社会临场感和UTAUT2理论的消费者移动商务采纳意愿实证研究

发布时间：2021-08-02 09:10

　　在移动商务中,社会临场感为消费者提供了一个机会,可以接触卖家,分享他们的观点并做准确的购物决策。这样可以营造出更可靠、更友善的在线商务环境。从移动电子商务的角度来看,企业的主要目标是激励消费者通过在移动电子商务平台上的社交活动来做出决策。因此,本文重点研究了移动商务环境下的消费者采纳意向,特别是移动商务如何塑造消费者的采纳意向。该问题对于深刻理解移动商务环境下消费者的采纳意向过程具有重要意义。本论文强调了社会临场感和消费者对卖方的信任在移动商务构建、意识和调节作用上的影响,这是解释消费者在移动商务中采纳意向的重要方面。本文基于UTAUT2理论,结合移动电子商务环境下消费者购物意向的文献综述,通过研究深入探讨了研究问题。首先,基于UTAUT2理论,强调了社交的观点,社交在发展消费者对在线卖家的信任方面起着重要作用。此外,考察了消费者对在线卖家的信任对购物采纳意向的影响。此外,以孟加拉为背景,研究社会临场感在解释消费者在线采纳意图模型中所起调节作用,在孟加拉,对其他消费者的评论缺乏信任被视为影响移动电子商务成功的一个因素。数据是从孟加拉国不同城市(例如,Dhaka,Chumillah,Ch... 

【文章来源】：合肥工业大学安徽省 211工程院校 教育部直属院校

【文章页数】：116 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENT
摘要
abstract
Chapter 1 Introduction
    1.1 Research Background
    1.2 Research Motivation
    1.3 Research Questions
    1.4 Research Objectives
    1.5 Significance of the study
        1.5.1 Theoretical Significance
        1.5.2 Practical Significance
    1.6 Research Methods and Data Analysis tools
        1.6.1 Definition of Design Science Research
        1.6.2 Design Science Research Methodology Process
    1.7 Structure of the Dissertation
Chapter 2 Literature Review and Theoretical Basis
    2.1 Electronic Commerce
        2.1.1 Consumers’attitudes towards e-commerce
        2.1.2 Consumers’preference shifts to e-commerce
    2.2 M-Commerce
        2.2.1 Mobile technology
        2.2.2 M-Commerce characteristics
    2.3 Online Social Interaction
        2.3.1 Online community
        2.3.2 The Role of Online Communities
        2.3.3 Social media
        2.3.4 Social networks
        2.3.5 Social network sites
        2.3.6 Streaming media
        2.3.7 Blogs
        2.3.8 Consumer review websites
        2.3.9 Data,information and knowledge and their sharing
    2.4 Social Presence
    2.5 Consumers'trust in merchants
    2.6 Overview of Theoretical Background and Framework
        2.6.1 Introduction to UTAUT2
        2.6.2 Adoption of mobile technologies using UTAUT2
Chapter 3 Research model and Hypothesis development
    3.1 Questions raised,
    3.2 Choice of the research model
    3.3 Extension of UTAUT2 model
    3.4 Main Research Model and Hypothesis
        3.4.1 Performance Expectancy
        3.4.2 Effort Expectancy
        3.4.3 Social Influence
        3.4.4 Habit
        3.4.5 Trust
        3.4.6 Social presence
Chapter 4 Research Methodology
    4.1 Research Philosophy
    4.2 Research Design
    4.3 Surveys
    4.4 Questionnaire Design
        4.4.1 Measures
    4.5 Sample
        4.5.1 Pilot Study
        4.5.2 Translation
        4.5.3 Timeline for Data Collection
    4.6 Data analysis
        4.6.1 Validity
        4.6.2 Reliability
Chapter 5 Data Analysis and Results
    5.1 Screening the Data
    5.2 Descriptive Analysis
    5.3 Multicollinearity
    5.4 Reliability and Validity Analysis of Scale Items
    5.5 Structural model
    5.6 Moderation
Chapter 6 Discussion and Implication:
    6.1 Contribution to Theory and Framework
        6.1.1 Performance Expectancy
        6.1.2 Effort Expectancy
        6.1.3 Social Influence
        6.1.4 Habit
        6.1.5 Trust
        6.1.6 Social presence
    6.2 Theoretical Implications
    6.3 Managerial Implications
Chapter 7 Conclusion and Outlook
    7.1 Conclusion
    7.2 Outlook
References
Appendix A:English Questionnaire
Appendix B:Bengali Questionnaire
List of Publication


【参考文献】：
期刊论文
[1]Mobile Commerce User Acceptance Study in China: A Revised UTAUT Model[J]. 闵庆飞,季绍波,曲刚.  Tsinghua Science and Technology. 2008(03)



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