大数据环境下C2C模式中消费者行为研究

发布时间：2018-05-08 02:14

本文选题：大数据 + C2C模式　；参考：《上海工程技术大学》2015年硕士论文

【摘要】：随着互联网技术的发展,如今越来越多的人选择在网上进行购物,近年来以淘宝网为代表的C2C购物模式发展迅速,然而,C2C模式占领主导地位的同时,大数据的到来对其提出了挑战,如大数据挖掘的隐私安全问题,大数据甄别的C2C模式质量问题等,这些问题的存在都会影响着消费者的行为。所以,研究大数据环境下C2C模式的消费者行为是大数据时代C2C网络市场发展的迫切需要。本研究以大数据时代为社会背景,以消费者行为理论为基础,围绕大数据自身的概念、特征及影响,结合C2C模式的特点及发展现状,建立了大数据环境下C2C模式的消费者行为模型,并通过实证对理论进行验证,得出结论并对C2C模式提出相关建议。在理论部分,基于大数据的特点和C2C模式的特点,提出了大数据驱动的精准营销,大数据甄别的网站质量,大数据挖掘的隐私安全三个影响大数据环境下消费者行为的外部因素,将大数据驱动的精准营销分为信息检索、推荐系统、虚拟体验三个变量;将大数据甄别的网站质量分为信息质量、服务质量、系统质量三个变量;将大数据挖掘的隐私安全分为隐私泄露、安全关注、信息公开三个变量;并以感知有用、信任、感知风险作为中间变量,结合SOR和TAM模型的理论基础建立了大数据环境下C2C模式消费者行为的理论模型。在实证部分,以淘宝网购物者作为调研对象,进行预调研和正式调研,运用SPSS19.0和AMOS17.0数据分析软件进行信度效度分析、因子分析、结构方程模型检验等,得出结论:大数据驱动的信息检索、推荐系统、虚拟体验通过影响消费者在C2C购买的感知有用性进而对消费者购买意愿产生影响;大数据甄别的信息质量、服务质量通过影响消费者对C2C的信任进而对消费者购买意愿产生影响;大数据挖掘的隐私泄露、安全关注通过影响消费者对C2C的感知风险进而对消费者购买意愿产生影响。最后,分析和总结研究结果,并根据研究结论对C2C模式的发展提出建议,并指出本文研究的不足之处与未来的研究展望。
[Abstract]:With the development of Internet technology, more and more people choose to shop online. In recent years, the C2C shopping model, represented by Taobao, has developed rapidly. However, C2C mode occupies the leading position at the same time. The arrival of big data has challenged him, such as the privacy security problem excavated by big data, the quality of C2C model identified by big data, and so on. The existence of these problems will affect the behavior of consumers. Therefore, to study the consumer behavior of C2C model under big data environment is the urgent need for the development of C2C network market in big data era. This study is based on the social background of big data's time, on the theory of consumer behavior, on the concept, characteristics and influence of big data itself, combined with the characteristics and development status of C2C model. This paper establishes the consumer behavior model of C2C model under big data environment, and verifies the theory by demonstration, draws a conclusion and puts forward some relevant suggestions to C2C model. In the theoretical part, based on the characteristics of big data and the characteristics of C2C model, the paper puts forward the accurate marketing driven by big data and the quality of website identified by big data. Big data excavates the privacy security three influence consumer behavior external factor under the big data environment, the accurate marketing driven by big data is divided into three variables: information retrieval, recommendation system, virtual experience; The quality of the website identified by big data is divided into three variables: information quality, service quality and system quality; the privacy security excavated by big data is divided into three variables: privacy disclosure, security concern, and information disclosure; and the three variables are perceived usefulness and trust. Perceived risk as an intermediate variable, combined with the theoretical basis of SOR and TAM models, a theoretical model of consumer behavior in big data's C2C model is established. In the empirical part, we take Taobao shoppers as the research objects, carry out pre-survey and formal investigation, use SPSS19.0 and AMOS17.0 data analysis software to analyze reliability and validity, factor analysis, structural equation model test, etc. Conclusion: big data driven information retrieval, recommendation system, virtual experience affect consumers' perceived usefulness in C2C purchase and then affect consumers' willingness to buy. Service quality affects consumers' confidence in C2C and then consumers' willingness to buy. Big data divulges privacy and security concerns affect consumers' perceived risks to C2C and then to consumers' willingness to buy. Finally, the research results are analyzed and summarized, and suggestions for the development of C2C model are put forward according to the research conclusions, and the shortcomings of this study and the future research prospects are pointed out.
【学位授予单位】：上海工程技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6

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