基于TOE框架的黔酒O2O电子商务采纳影响因素研究

发布时间：2018-09-04 21:10

【摘要】：白酒是贵州省传统优势产业,也是重要的经济支柱。2012年以来由于受塑化剂风波、限制三公消费等因素的影响,结束了白酒产业10年黄金发展期,迎来了白酒行业的寒冬。许多的酒企开始“触电”寻生存,探索通过电子商务与传统酒业经营的融合之路。电子商务模式对传统销售模式的替代作用十分显著,具有提高企业核心竞争力的潜在动因,能够加强酒类企业业务流程的重塑和营销模式拓展,强化现有优势,开拓新的市场。尤其是O2O电子商务,作为新兴的电子商务模式,能够实现线上虚拟经济与线下实体经济完美融合,为黔酒企业的发展提供新的机遇和转型时机。伴随着O2O电子商务模式的广泛应用,为企业、消费者提供了更多选择,丰富了企业市场环境,同时为有效促进企业采纳O2O电子商务在学术界也引起了广泛关注。尽管O2O电子商务有着增强用户粘黏度、提高消费者满意度等一系列优点,但这种优势能不能实现,取决于企业如何采纳和使用该商业模式。目前,线上线下相结合的O2O电子商务模式已经在一些行业得到了很好的推广应用,但是在贵州省白酒行业应用水平还不多,被采纳的程度较低。在此背景下,本项目选择以黔酒企业作为研究对象,对黔酒O2O电子商务的采纳行为进行全面、系统的研究,以期为贵州省乃至全国的白酒企业,突破产业发展瓶颈提供理论支持和实践指导。本文回顾了相关的国内外研究成果,对学者们的研究进行了梳理和分析,建立基本的研究构念,然后基于技术—组织—环境(TOE)的研究框架,结合创新扩散理论(IDT)、技术接受模型(TAM)等,对黔酒采纳O2O电子商务模式进行深入剖析。首先论文以O2O电子商务采纳的影响因素作为研究对象,从技术、组织、环境三个方面构建理论研究模型并提出相关假设。其次,根据理论模型设计调查问卷,以贵州省白酒企业为调查对象收集数据,采用SPSS19.0统计分析软件对数据进行处理,结果表明数据对研究模型具有较高的信度和效度。再次,借助结构方程模型(SEM)进行实证分析,实证表明除了技术有利性外感知风险、高层领导支持、竞争压力等9个假设均通过了检验。最后,根据调研结果和研究结论,对黔酒采纳O2O电子商务提出相关对策和建议。
[Abstract]:Liquor is a traditional superior industry in Guizhou province, and also an important economic pillar. Due to the influence of plasticizer storm and the restriction of Sangong consumption since 2012, liquor industry has ended its golden development period for 10 years and ushered in the cold winter of liquor industry. Many wine enterprises begin to seek survival through electronic commerce and traditional liquor business. The electronic commerce model has a remarkable substitution for the traditional sales model, which has the potential motivation to improve the core competitiveness of the enterprise. It can strengthen the remolding of the business process and the expansion of the marketing mode of the wine enterprise, strengthen the existing advantages and open up the new market. In particular, as a new electronic commerce model, O2O e-commerce can realize the perfect integration of online virtual economy and offline real economy, and provide new opportunities and opportunities for the development of Guizhou wine enterprises. With the extensive application of the O2O e-commerce model, it provides more choices for enterprises and consumers, enriches the enterprise market environment, and at the same time, in order to effectively promote the adoption of O2O e-commerce in the academic community has attracted extensive attention. Although O2O e-commerce has a series of advantages, such as enhancing the viscosity of users and increasing consumer satisfaction, whether this advantage can be realized depends on how enterprises adopt and use the business model. At present, the online and offline combination of O2O e-commerce model has been well promoted and applied in some industries, but the level of application in Guizhou liquor industry is still not many, and the degree of adoption is relatively low. Under this background, this project chooses the Guizhou wine enterprise as the research object, carries on the comprehensive, systematic research to the Guizhou wine O2O electronic commerce adoption behavior, in order to be the Guizhou province and even the whole country liquor enterprise, Breaking through the bottleneck of industrial development provides theoretical support and practical guidance. This paper reviews the relevant research results at home and abroad, combs and analyzes the research of scholars, establishes the basic research framework, and then based on the research framework of technology-organization-environment (TOE), Combined with innovation diffusion theory (IDT), technology acceptance model (TAM), this paper analyzed the adoption of O 2O electronic commerce model in Guizhou wine. Firstly, this paper takes the factors that affect the adoption of O2O E-commerce as the research object, constructs the theoretical research model from three aspects of technology, organization and environment, and puts forward the related hypotheses. Secondly, the questionnaire was designed according to the theoretical model. The data were collected from Guizhou liquor enterprises and processed by SPSS19.0 software. The results showed that the data had high reliability and validity to the research model. Thirdly, with the help of structural equation model (SEM), the empirical analysis shows that nine hypotheses, such as perceived risk, senior leadership support and competitive pressure, have passed the test. Finally, according to the research results and conclusions, put forward the relevant countermeasures and suggestions on the adoption of O _ 2O e-commerce in Guizhou wine.
【学位授予单位】：贵州师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F426.82

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