移动社交电子商务用户使用意愿研究

发布时间：2018-01-09 12:22

  本文关键词：移动社交电子商务用户使用意愿研究　出处：《西北大学》2017年硕士论文　论文类型：学位论文

  更多相关文章： 移动社交电子商务 UTAUT模型 使用意愿

【摘要】：随着互联网技术的进步,社交平台蓬勃发展,传统电子商务与移动社交网络的结合,催生了移动社交电子商务。以“京东微信购物”、“手机QQ购物”、“微博购物”为代表的移动社交电子商务开启电子商务新模式。用户在移动社交网络的使用过程中,已不仅仅局限于进行日常交流与分享,同时也会进行购物活动,借助于微信、QQ等社交平台,用户可以边社交边进行电子商务活动。用户使用移动社交电子商务,意味着用户愿意通过移动社交平台发生购买商品或服务的行为。本文在整理有关移动电子商务用户使用意愿文献时,发现“信任”、“感知风险”、“感知乐趣”这三个变量往往会影响用户对网络购物的使用意向。本文基于整合型技术接受模型(UTAUT),在原模型自变量:绩效期望、努力期望、社会影响的基础上,引入“信任”、“感知风险”以及“感知乐趣”,其中,绩效期望、努力期望、社会影响、感知乐趣、感知风险为自变量,信任为中介变量,构建移动社交电子商务用户接受模型,并提出假设。其次,通过网络发放调查问卷,进行调研和收集数据,使用SPSS、AMOS软件对收回有效的425份问卷进行分析,得出以下实证结果:(1)信任、社会影响、感知乐趣、绩效期望、努力期望对用户使用移动社交电子商务的意愿,有正向的影响作用;用户所感知的风险对其使用移动社交电子商务意愿起着负向的影响作用,是用户愿意使用移动社交电子商务的阻碍因素。其中,信任对用户使用意愿影响最大,其次是绩效期望、感知乐趣、感知风险、社会影响、努力期望。(2)用户的信任在绩效期望、感知乐趣、感知风险与用户使用意愿之间,起中介作用。最后,基于实证结果,对促进移动社交电子商务的发展提出建议,从以下几个方面着手:降低感知风险,提高用户的信任;提供个性化服务,提高有用性;提高有趣性感知;重视社会影响,发挥口碑效应。
[Abstract]:With the progress of Internet technology, social platform is booming. The combination of traditional electronic commerce and mobile social network has given birth to mobile social electronic commerce. "JingDong WeChat shopping", "Mobile QQ shopping". "Weibo Shopping" is the representative of mobile social e-commerce to open a new model of e-commerce. In the use of mobile social networks, users are not limited to daily exchanges and sharing. At the same time will also carry out shopping activities, with the help of WeChat QQ and other social platforms, users can socialize while doing e-commerce activities. Users use mobile social e-commerce. It means that users are willing to purchase goods or services through mobile social platforms. This paper finds "trust" and "perceived risk" when sorting out the literature about the willingness of mobile e-commerce users to use. "perceived fun" these three variables will often affect the user's intention to use online shopping. This paper based on the integrated technology acceptance model UTAUTT, in the original model variables: performance expectations, hard expectations. On the basis of social influence, we introduce "trust", "perceived risk" and "perceived fun", in which performance expectation, effort expectation, social impact, perceived pleasure and perceived risk are independent variables. Trust as an intermediary variable, build a mobile social e-commerce user acceptance model, and put forward assumptions. Secondly, through the network distribution of questionnaires, research and data collection, using SPSS. The AMOS software analyzed 425 valid questionnaires, and obtained the following empirical results: trust, social impact, perceived fun, and performance expectations. Try to expect to have a positive impact on the willingness of users to use mobile social e-commerce; The perceived risk of users has a negative impact on their willingness to use mobile social electronic commerce and is the hindrance factor of users' willingness to use mobile social electronic commerce. Among them, trust has the greatest impact on users' willingness to use electronic commerce. The second is performance expectation, perceived fun, perceived risk, social impact, effort expectation. 2) user trust plays a mediating role between performance expectation, perceived fun, perceived risk and user's willingness to use. Based on the empirical results, some suggestions are put forward to promote the development of mobile social electronic commerce from the following aspects: reducing perceived risk and enhancing users' trust; Provide personalized services to improve usefulness; Improve interesting and sexy knowledge; Pay attention to the social influence, give play to the word-of-mouth effect.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6;F713.55
，

本文编号：1401388