社会化电子商务的用户购买行为影响因素研究

发布时间：2018-01-01 10:15

本文关键词：社会化电子商务的用户购买行为影响因素研究　出处：《北京理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：互联网的快速发展带来了电子商务的空前繁荣,然而传统的电子商务模式已经进入到瓶颈饱和期,出现用户的粘度弱,二次购买率低等现象。社交媒体的引入带来了一种全新的社会化电子商务模式,研究社会化环境下的消费者行为对目前的电子商务发展有很大意义。本文综合大量文献,引入二级传播理论、六度分割理论,分析社会媒体的传播原理以及现阶段国内电子商务发展的状态,指出国内社会化电子商务平台的构成要素有三种:信息、社会化和技术。结合消费者行为理论(包括计划行为理论、技术接受模型和期望确认模型)中的感知系统模型、信任和行为意愿等,通过半结构化访谈的方式得到本文的研究模型,并对模型中的变量进行指标细化和相关关系的假设。根据模型指标描述设计问卷并收集数据进行信效度检验,据此结果修改问卷。对最终收集的样本进行缺省无效值处理,用主成分分析和t检验独立样本检验方法进行差异化检验。研究结果显示,男女消费者尽管总体购买意愿上并无太大差异,但是在不同影响因子下的表现不同,男性消费者更关注技术感知,女性消费者更关注社会化带来的愉悦和信任。此外,使用Amos软件用结构房模型方法验证问卷的模型变量之间彼此的关系和前文提出的假设,通过修改M.I.值,发现社会化感知对购买意愿并不直接影响关系,但是社会化感知影响信任和感知有用性,这两个因素很大程度上决定购买行为。根据研究结果本文对现行的社会化电子商务提出改进的建议,希望对社会化电子商务的发展起到指导作用。
[Abstract]:The rapid development of the Internet has brought the unprecedented prosperity of e-commerce. However, the traditional e-commerce model has entered the bottleneck saturation period, and the viscosity of users is weak. The introduction of social media has brought a new social e-commerce model. The study of consumer behavior in the socialized environment is of great significance to the current development of electronic commerce. In this paper, a large number of literature, the introduction of secondary communication theory, six degrees of division theory. This paper analyzes the communication principle of social media and the status of the development of domestic electronic commerce at present, and points out that there are three elements of the domestic socialized electronic commerce platform: information. Socialization and technology. Combined with perceived system models, trust and behavioral willingness in consumer behavior theory (including planning behavior theory, technology acceptance model and expectation confirmation model). Through semi-structured interviews, the research model is obtained, and the variables in the model are refined and hypothesized. According to the model index description, the questionnaire is designed and the data collected for reliability and validity test. According to this result, the questionnaire was modified. The final collected samples were treated with default invalid value, and the difference test was carried out by principal component analysis (PCA) and t-test independent sample test. Although there is no significant difference between male and female consumers in the overall purchase intention, but the performance is different under different influence factors, male consumers pay more attention to technology perception. Female consumers pay more attention to the pleasure and trust brought by socialization. In addition, using Amos software to verify the relationship between the model variables and the hypotheses mentioned above. By modifying the value of M. I., it is found that social perception does not directly affect the relationship of purchase intention, but social perception affects trust and perceived usefulness. According to the research results, this paper puts forward some suggestions to improve the current socialized electronic commerce, hoping to play a guiding role in the development of social electronic commerce.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

【相似文献】