Pinterest模式下社会化电子商务网站用户购买意愿研究

发布时间：2018-05-20 00:01

本文选题：Pinterest模式 + 社会化电子商务　；参考：《天津科技大学》2017年硕士论文

【摘要】：随着Web2.0技术的迅速发展,社交媒体应运而生,用户自生内容与分享已成为社会不可逆转的潮流。在Web2.0时代,社交媒体与电子商务的结合缓解了传统电子商务用户粘度较低等难题,社会化电子商务成为电子商务发展的必然趋势。Pinterest模式是以瀑布流形式展现图片,并融合兴趣社交元素和商务元素的一种社会化电子商务模式。Pinterest模式下社会化电子商务网站聚焦于休闲和娱乐,提供个性化用户界面和定制化推荐功能,其关键特征表现在弱连接、乐趣、互惠、个性化和视觉吸引力五个方面。目前,Pinterest模式已成为发展最为迅速的社会化电子商务模式之一,探讨Pinterest模式下社会化电子商务网站用户购买意愿的影响因素,不仅有利于提高网站对用户的吸引力,而且对网站保持竞争力和稳定发展具有一定的现实意义。本文基于Pinterest模式下社会化电子商务的关键特征,结合技术接受模型、社会资本理论、动机理论以及相关研究成果,构建了 Pinterest模式下社会化电子商务网站用户购买意愿的研究模型,并设计相应量表和调查问卷,问卷调查的对象为Pinterest网站、美丽说、蘑菇街、堆糖网和花瓣网的用户。通过问卷星平台发放和回收调查问卷,利用统计学软件SPSS20和结构方程模型软件AMOS21对所回收的调查问卷的样本数据进行分析处理。数据结果表明:社会资本关系维度对关系质量产生正向影响,其中社区认可对关系质量的影响最大,其次是互惠和信任。感知乐趣、感知个性化和关系质量对感知有用性有正向影响,其中感知乐趣对感知有用性的影响最大,其次是感知个性化和关系质量。关系质量和感知有用性对购买意愿产生正向影响,感知有用性对购买意愿影响最大。根据数据分析结果,针对我国Pinterest模式下社会化电子商务网站的发展提出以下四点建议:(1)构建拥有大量社会资本的购物环境,营造良好的关系网络;(2)增加网络信任;(3)聚焦休闲和娱乐,保持网站享乐性;(4)支持个性化界面和推荐,保持网站创新能力。论文最后,对全文进行总结,并提出未来的研究展望。
[Abstract]:With the rapid development of Web2.0 technology, social media emerge as the times require. In the era of Web2.0, the combination of social media and electronic commerce alleviates the problem of low viscosity of traditional e-commerce users, and social e-commerce becomes the inevitable trend of e-commerce development. Pinterest mode shows pictures in the form of waterfall flow. And a social e-commerce model. Pinterest, which combines social elements of interest with business elements, focuses on leisure and entertainment, and provides personalized user interfaces and customized recommendation functions. Its key features are weak connectivity, fun, reciprocity, personalization and visual attractiveness. At present, the Pinterest model has become one of the most rapidly developing social e-commerce models. It is not only helpful to improve the attractiveness of the website to users, but also to explore the influence factors of the users' purchase intention under the Pinterest mode. And to maintain the competitiveness and stable development of the website has a certain practical significance. Based on the key features of socialized electronic commerce in Pinterest mode, this paper combines technology acceptance model, social capital theory, motivation theory and related research results. This paper constructs a research model of users' willingness to buy in social e-commerce sites under the Pinterest model, and designs corresponding scales and questionnaires. The subjects of the questionnaires are users of Pinterest website, beautiful saying, Mogujie, stacks of sugar and petal net. Through issuing and retrieving the questionnaire from the star platform, the statistical software SPSS20 and the structural equation model software AMOS21 are used to analyze and process the collected sample data of the questionnaire. The results show that the relationship dimension of social capital has a positive impact on relationship quality, in which community recognition has the greatest impact on relationship quality, followed by reciprocity and trust. Perceived fun, perceived personalization and relationship quality have positive effects on perceived usefulness, among which perceived fun has the greatest influence on perceived usefulness, followed by perceived individualization and relational quality. Relationship quality and perceived usefulness have positive effects on purchase intention, while perceived usefulness has the greatest influence on purchase intention. According to the results of data analysis, this paper puts forward the following four suggestions on the development of socialized e-commerce websites under the Pinterest model in China: 1) Building a shopping environment with a large amount of social capital. Create a good relationship network (2) increase network trust (3) focus on leisure and entertainment, to maintain the website hedonic (4) to support personalized interface and recommendations, and maintain the innovative ability of the website. Finally, the paper summarizes the full text and puts forward the future research prospects.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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