农村地区互联网商务交易业务使用扩散实证研究

发布时间：2018-05-04 18:43

本文选题：农村地区互联网商务交易 + 使用行为　；参考：《北京邮电大学》2014年硕士论文

【摘要】：互联网带动地区经济发展的成功案例促使农村地区不断探索如何利用互联网提高收入,提升生活质量。以电子商务为代表的互联网商务交易是农村地区扶贫致富方面的重要途径。回顾众多学者对农村地区互联网商务交易研究,停留于对某一区域的农村电子商务发展宏观层面的问题探讨,缺乏对个体的针对性研究。因此有必要以农村居民为研究对象,并从使用行为出发探讨互联网商务交易在农村市场的使用渗透情况,以更加深入了解其发展局限。本文通过总结创新扩散研究成果,以近期学者所重视的使用扩散模型作为文本研究的基础模型。从农村居民社会行为、消费行为和网民构成的农村居民特征角度出发,结合Shih and Venkatesh提出的影响因素维度框架,构建适用于农村地区互联网商务交易使用扩散的影响因素体系。通过对河北省五个村庄居民实地发放问卷获得实证数据,共回收256份有效问卷。然后运用描述性统计分析、2SLS分析、MNL分析和ANOVA分析,对样本特征、使用扩散影响因素、使用扩散模式以及使用扩散结果进行科学分析。通过实证研究表明(1)本研究建立的使用扩散模型能够很好的适用于农村地区用户使用行为分析；(2)影响因素中消费多样性、沟通密度、感知易用性、使用经验和社会支持性正向显著影响使用者的使用行为(即使用多样性和使用率),科技使用竞争、挫折感负向显著影响使用者行为；(3)不同使用者类型对使用扩散影响因素认知差异显著,其中非专业使用者与模型中的影响因素相关度最高；(4)不同使用对未来新业务的兴趣具有显著差异,非专业使用者兴趣度最高,有限使用者最低。基于研究结论,本文从观念引导、产品宣传、产品设计、区隔行销以及社会支持活动五个方面对互联网商务交易服务提供者以及政府组织提出了提高互联网商务交易发展,提高农村市场渗透率的建议。
[Abstract]:The successful case of the Internet driving regional economic development urges the rural areas to explore how to use the Internet to raise income and improve the quality of life. Internet business transaction represented by e-commerce is an important way to reduce poverty and become rich in rural areas. This paper reviews many scholars' researches on Internet business transactions in rural areas, and focuses on the macro-level of rural e-commerce development in a certain region, but lacks of specific research on individuals. Therefore, it is necessary to take rural residents as the research object, and discuss the usage and penetration of Internet business transactions in rural market from the perspective of using behavior, in order to understand its development limitations more deeply. By summarizing the research results of innovation diffusion, this paper uses the diffusion model, which has been paid more attention by scholars recently, as the basic model of text research. From the perspective of rural residents' social behavior, consumption behavior and the characteristics of rural residents made up of Internet users, and combined with the dimensional framework of influencing factors proposed by Shih and Venkatesh, this paper constructs a system of influencing factors suitable for the spread of Internet business transactions in rural areas. Based on the questionnaire of five villages in Hebei province, 256 valid questionnaires were collected. Then, using descriptive statistical analysis and ANOVA analysis, the sample characteristics, diffusion influencing factors, diffusion model and diffusion results are analyzed scientifically. The empirical study shows that the model can be well applied to the analysis of user use behavior in rural areas. (2) consumption diversity, communication density, perceived ease of use can be affected by the factors. Use experience and social support have a significant positive impact on the user's use behavior (i.e., use diversity and utilization rate), competition in the use of technology, The negative effect of frustration on user behavior was significant (P < 0.05). Among them, non-professional users have the highest correlation with the influencing factors in the model. (4) the interest of non-professional users is the highest and that of limited users is the lowest. Based on the conclusion of the research, this paper proposes to improve the development of Internet business transaction from five aspects: concept guidance, product promotion, product design, partition marketing and social support activities. Suggestions for increasing market penetration in rural areas.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F323.7;F724.6

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