我国消费者网络粘性行为影响因子转化实证研究

发布时间：2018-04-18 23:34

本文选题：消费者 + 网络粘性行为　；参考：《东北石油大学》2017年硕士论文

【摘要】：经济不断发展,人们生活水平的不断提高,传统的消费模式已经不能完全满足消费者对商品多样化、差异化等需求。网络消费展现在历史舞台,展现了它前所未有的“魅力”,而网络作为新型消费模式的载体,其不断发展,促进了网络消费模式的日益扩大。随之而来的是网络时间消耗的逐渐延长,因此消费者网络粘性行为也逐渐被人们重视。新的消费形式的出现必然会引起消费者行为方式的改变,消费者的网络粘性行为,是人们在消费行为方式改变过程中的中间过渡产物。网络粘性行为可以给人们的生活提供便利,丰富消费者的购物渠道,但同时过强的网络粘性行为也会危害到消费者的身心健康和工作效率。随着消费者网络粘性行为不断增强,网络粘性转化趋势逐渐明显,我们需要从消费者角度出发,探寻网络粘性行为影响因子转化方向,更有针对性的解决消费者网络粘性行为的相关问题,实现对网络粘性行为的合理控制,从而推进这种新的消费方式的健康发展,促进人们身心健康,促进社会和谐稳定的发展。本文在阅读相关文献和理论分析的基础上,从消费者的角度出发,归纳总结可能影响网络粘性转化的影响因子,并对这些影响因子进行假设,认为持续使用意图、忠诚度、满意度、嵌入性、感知有用性、期望确认度、信任对网络粘性负向转化,即增强粘性;隐私风险信念、时效性对网络粘性正向转化,即减弱粘性。参考国内外学者对研究变量的测量尺度,设计调查问卷,对调查问卷进行效度和信度分析,充分分析模型的适配度,保证数据的可靠性、合理性和真实性,并对回收的调查问卷进行筛选与整理。对假设验证方法上运用结构方程模型,使用AMOS 21.0软件对我国消费者网络粘性行为影响因子的转化方向进行探究,并对模型拟合度进行分析,保证模型的准确度。通过路径系数,验证假设均成立,并提出对影响因子进行促进和抑制,控制消费网络粘性行为负向转化对策,分别为:加强消费者对网络粘性性为认识、优化社交圈、丰富业余生活、完善网站平台建设,从而实现对网络粘性行为的合理控制,推进这种新的消费方式的健康发展,促进人们身心健康,促进社和谐稳定的发展。
[Abstract]:With the development of economy and the improvement of people's living standard, the traditional consumption mode can not fully meet the needs of consumers, such as diversification and differentiation.As the carrier of the new consumption mode, the network has been developing constantly, which has promoted the expansion of the network consumption pattern.The following is the gradual prolongation of network time consumption, so consumer network stickiness is being paid more and more attention.The emergence of new consumption forms will inevitably lead to changes in consumer behavior. Consumer network viscous behavior is the intermediate transition product in the process of consumer behavior change.Network stickiness can provide convenience for people's life and enrich consumers' shopping channels, but too strong network stickiness will also harm consumers' physical and mental health and work efficiency at the same time.With the increasing of consumer network stickiness behavior, the trend of network viscosity transformation is becoming more and more obvious. We need to explore the transformation direction of the influence factor of network viscosity behavior from the consumer's point of view.More pertinently solve the consumer network sticky behavior related problems, realize the reasonable control of the network sticky behavior, so as to promote the healthy development of this new consumption mode, promote people's physical and mental health, promote the development of social harmony and stability.On the basis of reading relevant literature and theoretical analysis, this paper summarizes the influence factors that may affect the network viscosity transformation from the consumer's point of view, and hypothesizes these influence factors, thinks that the intention of continuous use, loyalty,Satisfaction, embeddedness, perceived usefulness, expected confirmation, trust to the network viscosity negative transformation, that is to enhance viscosity; Privacy risk belief, timeliness to the network viscosity positive transformation, that is to weaken the viscosity.Referring to the measurement scale of the research variables at home and abroad, the questionnaire is designed, the validity and reliability of the questionnaire are analyzed, the suitability of the model is fully analyzed, and the reliability, rationality and authenticity of the data are guaranteed.The collected questionnaires were screened and sorted out.The structural equation model and AMOS 21.0 software are used to study the transformation direction of the influence factors on the viscosity behavior of consumer network in China, and the fitting degree of the model is analyzed to ensure the accuracy of the model.Through the path coefficient, the hypothesis is verified, and the influence factors are promoted and restrained, and the negative transformation countermeasures of the viscous behavior of the consumer network are put forward, which are: strengthening the consumers' understanding of the network stickiness, optimizing the social circle,Enrich amateur life, perfect the construction of website platform, realize the reasonable control of network sticky behavior, promote the healthy development of this new consumption mode, promote people's physical and mental health, and promote the harmonious and stable development of society.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

【参考文献】