基于TAM模型的社交电商用户接受影响因素研究

发布时间：2018-01-28 19:01

本文关键词： 社交网站电子商务社交电商用户接受 TAM模型　出处：《南京邮电大学》2015年硕士论文　论文类型：学位论文

【摘要】：社交网站与电子商务是当今互联网时代最主要的两大支柱,他们在各自的领域都受到广大用户的欢迎与热爱。然而,近几年,最热门的,当属社交电商的兴起和发展。社交电商是社交网站与电子商务的结合,其病毒式地增长已影响到每个人的生活和购物习惯。如今,不管是社交网站还是电子商务都寻求能够在对方的领域中占有一席之地。通常的方式有:现有社交网站与电子商务网站合作,现有电子商务网站自创社区服务,成立专门的社会化电子商务网站。这些探索中,有成功的,也有失败的,其关键在于是否能获得用户的支持。基于此,本研究主要探索影响用户接受社交电商的主要因素。本文在对国内外相关文献的归纳和总结的基础上,结合社交电商的发展情况,构建社交电商的TAM模型,除了TAM模型中已有的感知易用性与感知有用性、行为意愿三个变量外,本文还引入了感知乐趣、感知风险、信任与主观规范四个变量,所以,本研究的模型一共包含7个变量,6个自变量,1个因变量。根据研究变量提出12个研究假设。本论文通过问卷调查的方法收集用户数据,一共收集222份有效问卷,运用SPSS19.0对数据进行信度和效度分析,运用AMOS17.0进行结构方程分析。分析结果显示,6个自变量对行为意愿的影响都是显著的,论文提出的12个假设中,有10个得到支持。6个变量对行为意愿的影响效果有强到弱的排序为:感知易用性、信任、感知有用性、感知乐趣、感知风险、主观规范。最后根据实证研究结果确定最终的社交电商用户接受模型,并从社交网站、电子商务网站、商家三方面提出建议为社交电商的发展提供参考。
[Abstract]:Social networking sites and e-commerce are the two most important pillars of the Internet era, they are welcomed and loved by the majority of users in their respective fields. However, in recent years, the most popular. When the rise and development of social e-commerce. Social e-commerce is the combination of social networking sites and e-commerce, its viral growth has affected everyone's life and shopping habits. Nowadays. Both social networking sites and e-commerce seek a place in each other's domain. Common ways are: existing social networking sites cooperate with e-commerce sites, existing e-commerce sites create their own community services. Set up a special social e-commerce website. In these explorations, there are successes and failures, and the key lies in whether or not the users can support them. Based on this. This study mainly explores the main factors that affect users' acceptance of social ecommerce. Based on the summarization and summary of relevant literature at home and abroad, this paper constructs the TAM model of social ecoquotient combined with the development of social ecommerce. In addition to the three variables of perceived usability and perceived usefulness, behavioral will in the TAM model, this paper also introduces four variables: perceived fun, perceived risk, trust and subjective norms, so. The model consists of 7 variables, 6 independent variables and 1 dependent variable. According to the research variables, 12 hypotheses are proposed. A total of 222 valid questionnaires were collected, the reliability and validity of the data were analyzed by SPSS19.0, and the structural equations were analyzed by AMOS17.0. The influence of 6 independent variables on behavioral will is significant, 10 of the 12 hypotheses proposed in this paper are supported. 6 variables have a strong to weak effect on behavioral will: perceived ease of use. Trust, perceived usefulness, perceived fun, perceived risk, subjective norms. Finally, according to the empirical results to determine the final social e-commerce user acceptance model, and from social networking sites, e-commerce sites. Three aspects of business suggestions for the development of social ecommerce to provide a reference.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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