交易类虚拟社区中互动性、顾客价值对消费者购买意愿的影响研究

发布时间：2018-10-19 18:03

【摘要】：经济的发展及科学技术的进步迎来了Web2.0时代。Web2.0最主要的特征是用户成为网站内容的生成者。在这种背景下,在线购物与虚拟社区的结合是必然的,即交易类虚拟社区的出现。交易类虚拟社区更注重消费者的交互作用,包括消费者与社区网站的互动、消费者与社区商家的互动以及消费者与消费者的互动。互动性增强了用户的参与感,为虚拟社区商业价值的实现奠定了基础。但受商业利益的驱使,各大电子商务企业纷纷争相构建自己的网络购物平台,同质化产品充斥整个网络市场使得在线销售的竞争更加剧烈。为此如何使得电商企业在激烈竞争中脱颖而出已迫在眉睫。目前,学术界对交易类虚拟社区的研究相对较少,特别是交易类虚拟社区中消费者网络购买行为的研究,对电子商务企业的生存与发展尤为重要。实质上,虚拟社区消费者的决策过程就是其感知价值的过程。故研究在理论研究的基础上,将顾客价值的概念引入到互动性与购买意愿的研究框架中,来探讨三者的影响关系。笔者在虚拟社区理论、互动性理论、顾客价值理论及购买意愿相关文献回顾和归纳的基础上,将交易类虚拟社区互动性分为五个维度,即感知易用性、感知有用性、响应性、保证性和互惠性,将顾客价值分为三个维度,即功能性价值、情感性价值和社会性价值,以互动性各个维度为自变量,顾客价值维度为中介变量,购买意愿为因变量构建了相关的概念模型,并提出对应假设。通过问卷调查法,运用SPSS17.0统计软件对问卷收集的211份有效问卷进行数据处理和分析,得出以下结论:(1)在交易类虚拟社区中互动性的各维度对消费者购买意愿存在正向影响;(2)在交易类虚拟社区中互动性的五维度均对顾客价值中的功能性价值存在影响,感知易用性、感知有用性、保证性及互惠性对顾客价值中的情感性价值存在影响,感知有用性、响应性、保证性及互惠性对顾客价值中的社会性价值存在影响;(3)顾客价值各维度对购买意愿存在正向影响;(4)顾客价值各维度在互动性与购买意愿之间具有中介作用。最后,基于研究结果,笔者提出了相关的管理建议,并阐述了本研究的局限性及对未来研究的展望。
[Abstract]:The development of economy and the progress of science and technology ushered in the era of Web2.0. The most important feature of Web2.0 is that users become the producers of website content. In this context, the combination of online shopping and virtual community is inevitable, that is, the emergence of transaction virtual community. Transaction virtual communities pay more attention to the interaction of consumers, including the interaction between consumers and community websites, between consumers and community merchants, and between consumers and consumers. Interaction enhances the user's sense of participation and lays the foundation for the realization of the commercial value of the virtual community. However, driven by the commercial interests, the major e-commerce enterprises have scrambled to build their own online shopping platform, the homogeneous products flooded the entire network market, making the competition of online sales more fierce. Therefore, how to make e-commerce enterprises stand out in the fierce competition is imminent. At present, the academic research on the transaction virtual community is relatively few, especially the study of consumer network purchase behavior in the transaction virtual community, which is particularly important for the survival and development of e-commerce enterprises. In essence, the decision-making process of virtual community consumers is the process of perceived value. Therefore, on the basis of theoretical research, the concept of customer value is introduced into the research framework of interaction and purchase intention to explore the relationship between them. Based on the review and induction of virtual community theory, interaction theory, customer value theory and purchase intention, the author divides transaction virtual community interaction into five dimensions: perceived usability, perceived usefulness, and responsiveness. Guarantee and reciprocity divide customer value into three dimensions, namely functional value, affective value and social value, each dimension of interaction as independent variable, customer value dimension as intermediary variable. The purchase intention constructs the relevant conceptual model for the dependent variable and puts forward the corresponding hypothesis. The data of 211 valid questionnaires collected by the questionnaire were processed and analyzed by SPSS17.0 software. The conclusions are as follows: (1) each dimension of interactivity has a positive effect on consumers' willingness to buy in a transaction virtual community; (2) the five dimensions of interaction in a transaction virtual community have an impact on the functional value of customer value. Perceived usability, perceived usefulness, assurance and reciprocity have an impact on the emotional value of customer value, perceived usefulness, responsiveness, Guarantee and reciprocity have influence on social value in customer value; (3) each dimension of customer value has positive influence on purchase intention; (4) each dimension of customer value plays an intermediary role between interactivity and purchase intention. Finally, based on the research results, the author puts forward the relevant management suggestions, and expounds the limitations of this study and prospects for future research.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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