流对井喷式网购行为的影响研究

发布时间：2018-03-17 23:29

本文选题：流　切入点：井喷式网购　出处：《西安工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：井喷式网购是指电商借用特定的日子(如传统节日、西方节日、特殊数字、店庆日等),联合行动,以密集、优惠的促销政策为手段,在相对集中的短时间、参与人数众多、交易量暴增的网络购买活动。现有研究已难以解释其特殊的发生机理和规律。本文在总结归纳相关理论的基础上,首先分析了井喷式网购的过程以及特点；其次,从消费者网购行为的心理角度出发,对流的概念进行了界定并进行了维度的划分；接着,根据计划行为理论及技术接受模型提出了本研究的理论模型及研究假设,基于现有研究和预调研的结果,设计出流对井喷式网购行为的影响研究的调查问卷；最后,通过现场调研和网络问卷发放两种形式收集样本数据,并运用相关分析和回归分析对样本数据进行分析处理,对所提出的假设进行验证,得到了结论。通过研究发现：流是由集中性、享乐性、从众性和机遇性构成的多维度概念；流对井喷式网购意向和井喷式网购行为均存在正向促进作用。其中,享乐性对井喷式网购行为有积极的影响且作用最大；其次是集中性对井喷式网购存在较大的正向相关关系,机遇性对井喷式网购也有较大的正向作用；从众性对井喷式网购意向同样存在着正向的积极的作用,但是影响作用是最小的；感知行为控制以及技术接受模型中的感知易用性和感知有用性同样影响井喷式网购行为的决策。
[Abstract]:Blowout online shopping means that e-commerce merchants borrow certain days (such as traditional festivals, western festivals, special figures, shop days, etc.) to act together, using intensive and preferential promotion policies as a means, and in a relatively concentrated short period of time, with a large number of participants. The current research has been difficult to explain its special occurrence mechanism and law. On the basis of summing up the relevant theories, this paper firstly analyzes the process and characteristics of blowout online shopping. From the psychological point of view of consumers' online shopping behavior, the concept of convection is defined and the dimensions are divided. Then, according to the theory of planning behavior and the model of technology acceptance, the theoretical model and research hypothesis of this study are put forward. Based on the results of existing research and pre-survey, a questionnaire is designed to study the impact of flow on blowout online shopping behavior. Finally, sample data are collected through field investigation and online questionnaire distribution. The correlation analysis and regression analysis are used to analyze and process the sample data, the hypothesis is verified and the conclusion is drawn. Through the research, it is found that: flow is a multi-dimensional concept composed of centrality, hedonism, conformity and opportunity; Among them, hedonism has a positive effect on blowout online shopping behavior, followed by a greater positive correlation between centralization and blowout online shopping. Opportunity also has a great positive effect on blowout online shopping, while conformity has positive positive effect on blowout online shopping intention, but the influence is the least. Perceived behavior control and perceived usability and perceived usefulness in the model of technology acceptance also affect the decision-making of blowout online shopping behavior.
【学位授予单位】：西安工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36

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