消费者网络购物平台接入意愿影响因素研究

发布时间：2018-03-03 17:51

本文选题：TAM模型　切入点：感知网络外部性　出处：《北京交通大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着近年来互联网在国内的进一步普及与网络购物的迅猛发展,网络购物已然成为人们重要的一种购物选择。网络购物当前在中国仍处于高速发展阶段,诸多的网络购物网站不断的涌现出来。但应当注意到诸多网络购物平台的出现在为消费者网络购物活动带来便利的同时,也带来了选择的烦恼。由于不同的购物平台操作方式不同、信息结构不统一、即时沟通工具不同以及在线支付平台相异。面对这些不同消费者往往在选择一个平台进行购物时会更为慎重。选择一个更为安全、商品种类更全的购物平台接入是大多数消费者的共同意愿。本研究以技术接受模型(Technology Acceptance Model)为基础,结合国内网络购物平台的现实状况,将感知风险作为中介变量引入模型,并借鉴信息系统成功模型的外部变量,对平台质量进行维度的划分,同时结合感知网络外部性理论,引入了感知网络外部性这一外部变量,最终形成了研究的基本模型。本研究采用问卷调查的方式收集样本数据,研究对象为有网络经验的用户,共回收344份有效数据,对问卷资料进行分析的部分采用SPSS19.0进行了描述性统计、相关性分析与回归分析来进行假设检验。通过以上的研究以及归纳总结,对模型进行了修正。外部变量中,平台信息质量对感知风险的影响不显著,平台卖家质量对感知平台有用性与感知风险的影响不显著,感知网络外部性对于感知风险的影响不显著。此外,感知平台易用性对接入意愿的直接影响不显著,感知风险对感知平台有用性的影响不显著。文章的最后从平台企业的角度提出了与业务相关的建议,并对后续的研究进行了展望。
[Abstract]:With the further popularization of the Internet in China and the rapid development of online shopping in recent years, online shopping has become an important shopping choice. Many online shopping websites are constantly emerging. However, it should be noted that the emergence of many online shopping platforms brings convenience to consumers' online shopping activities at the same time. Because different shopping platforms operate in different ways, the information structure is not uniform. Different instant messaging tools and online payment platforms. These different consumers tend to be more cautious in choosing one platform for shopping. Choose one that is safer. It is the common wish of most consumers to access the shopping platform with a more complete variety of goods. This study is based on the technology Acceptance model of technology acceptance model and introduces perceived risk as an intermediary variable into the model, combined with the actual situation of domestic online shopping platform. With reference to the external variables of the successful model of information system, the dimension of platform quality is divided, and the external variable of perceived network externality is introduced in combination with the theory of perceptual network externality. Finally, the basic model of the study was formed. In this study, a questionnaire survey was used to collect the sample data, and 344 valid data were collected from the users with network experience. The part of the questionnaire analysis uses SPSS19.0 to carry on descriptive statistics, correlation analysis and regression analysis to carry on the hypothesis test. Through the above research and the induction summary, the model has been revised. The impact of platform information quality on perceived risk is not significant, the impact of platform seller quality on perceived platform usefulness and perceived risk is not significant, and the impact of perceived network externality on perceived risk is not significant. Perceived platform usability has no significant direct impact on access willingness, while perceived risk has no significant impact on platform usefulness. Finally, the paper puts forward business-related recommendations from the perspective of platform enterprises. The future research is prospected.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

【相似文献】