虚拟社区自发团购信息采纳行为研究

发布时间：2018-01-06 03:20

本文关键词：虚拟社区自发团购信息采纳行为研究　出处：《北京邮电大学》2015年硕士论文　论文类型：学位论文

【摘要】：互联网的高速发展,不仅产生了潜力巨大的网上购物市场,还突破了地理位置因素的制约,使得全球各地的人可以随时随地进行交流互动,促使了虚拟社区的产生。该社区具有超强的互动性与聚集性,与团购的发展利益诉求不谋而和,进一步促进了团购市场的发展。虚拟社区的形成与成长,催生了自发团购的发展,进一步促进了新型电子商务模式的产生。虚拟社区的产生带来了新的交易方式与沟通模式,为网络营销实践提供了新的借鉴。虚拟社区自发团购参与者为社区成员,通过非正式沟通达成群体交易,信息采纳直接关系着交易的成败。遗憾的是,目前国内理论界多关注商业团购的研究,而忽视了虚拟社区自发团购的网络消费行为的分析；前人研究多局限于在线评论的采纳行为,缺乏对交易类信息采纳行为的研究。以至于虚拟中的交易运营者无法获取科学的理论指导,无法针对虚拟社区交易的特征制定有效的经营管理方案,在某程度上制约了虚拟社区自发团购的进一步发展。因而,本研究以虚拟社区自发团购者为研究对象,以自发团购信息采纳为研究内容,以信息采纳理论与传播说服理论为理论支撑,结合期望理论,以感知有用性和感知期望为中间变量,从虚拟社区自发团购的信源、信息、信宿三个方面构建结构方程模型,实证探讨虚拟社区自发团购用户信息采纳的影响因素。研究从水木社区以及北邮人论坛自发团购用户获取研究数据,通过SPSS17.0和AMOS17.0等软件对相关数据进行描述性统计分析、信度分析、效度分析、结构方程模型检验和拟合度检验,实证研究表明：(1)感知有用性和感知期望是重要的中介变量,对虚拟社区自发团购信息采纳行为有显著的正向影响作用；(2)信源专业性、熟悉度、信息质量、信宿的网购经验与感知有用性和感知期望有显著的正向影响作用；(3)信源与信宿的同质性对感知有用性和感知期望无显著影响。研究结论为虚拟社区自发团购各利益相关方提出了建设性意见。
[Abstract]:The rapid development of the Internet has not only generated a huge potential online shopping market, but also broke through the constraints of geographical location, so that people from all over the world can exchange and interact anytime and anywhere. Promote the emergence of the virtual community. This community has a super interactive and agglomeration, and the development interests of the group purchase demand does not seek and further promote the development of the group purchase market, the formation and growth of the virtual community. Hastening the development of spontaneous group buying, and further promoting the emergence of a new e-commerce model. The emergence of virtual community brings a new transaction mode and communication mode, which provides a new reference for network marketing practice. Virtual community spontaneous group buying participants are community members, through informal communication to achieve group transactions. Information adoption is directly related to the success or failure of the transaction. Unfortunately, at present, the domestic theoretical circle pays more attention to the research of business group purchase, but neglects the analysis of the online consumption behavior of spontaneous group purchase in virtual community. Previous studies are mostly limited to the adoption of online reviews and lack of research on the information adoption of transaction, so that the virtual transaction operators can not obtain scientific theoretical guidance. It is impossible to formulate an effective management scheme according to the characteristics of virtual community transaction, which restricts the further development of spontaneous group buying in virtual community to a certain extent. Therefore, this study takes the virtual community spontaneous group buyers as the research object, the spontaneous group purchase information adoption as the research content, the information adoption theory and the dissemination persuasion theory as the theoretical support, unifies the expectation theory. Taking perceived usefulness and perceived expectation as intermediate variables, the structural equation model is constructed from three aspects: the information source, the information and the information of the spontaneous group purchase in the virtual community. An empirical study of the virtual community spontaneous group purchase user information adoption factors. The research obtains the research data from the community of Shuimu and the spontaneous group buying users of the Beiyou people Forum, and carries on the descriptive statistical analysis and the reliability analysis to the related data through the software such as SPSS17.0 and AMOS17.0. Validity analysis, structural equation model test and fitting test, empirical research shows that: 1) perceived usefulness and perceived expectation are important intermediary variables. It has a significant positive effect on the information adoption behavior of spontaneous group purchase in virtual community. (2) the specialty of information source, familiarity, information quality, experience of online shopping, perceived usefulness and perceptual expectation have significant positive effects; (3) the homogeneity of the information source and the hostel has no significant influence on perceived usefulness and perceived expectation. The conclusion of the study provides constructive suggestions for all stakeholders of spontaneous group buying in virtual community.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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