Research on Investigating the Impact of Website Quality and

发布时间：2022-05-03 05:38

　　随着社交网站越来越多地用作广告平台,社交商务已开始成为主流。对于在社交商务中寻求业务成功的公司而言,了解消费者购买广告产品的意图很重要。在过去的十年中,中国经济呈现出快速增长的态势,其具有巨大购买潜力的中产阶级也因此而显著增长。然而,中国由于其独特的社会,经济,文化和体制环境,被西方侨民认为是充满挑战的。因此,重要的是要了解什么会影响社会商务中的消费者行为,尤其是中国消费者意图和外国消费者在中国的消费意图。在中国的生活是否影响了外国人在社交商务中购买广告产品的意愿。本研究采用刺激生物反应模型来研究网站质量（系统质量和服务质量）和关系元素（感情,人情和面子）如何影响消费者对社交网站的信任以及对广告和随后的购买意愿的态度。该模型使用在线调查方法（共688份有效问卷）在中国大陆进行了测试,其中400位受访者是中国消费者,而288位受访者是居住在中国的外国消费者。中国消费者的实证研究结果表明,网站质量以及面子和人情（作为关系的要素）对消费者对社交网站的信任及其对广告态度的积极影响。发现感情对广告态度没有显著影响。同时,消费者对广告的态度积极地预测了他们在社交商务中购买广告产品的意愿。在中国的外... 

【文章页数】：111 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
ABSTRACT
摘要
Chapter Ⅰ Introduction
    1.1.Research background
    1.2.Research objects and concept definition
        1.2.1 Social-commerce
        1.2.2 Advertising in social commerce
        1.2.3 Chinese Consumers
        1.2.4 Foreign consumers in China
    1.3.Research purposes and significance
        1.3.1 Research purposes
        1.3.2 Research significance
    1.4.Research methodology
    1.5.Research framework
Chapter Ⅱ Theories and Literature Review
    2.1 Stimuli- Organism- Response model
    2.2 Website quality
        2.2.1 Summery
    2.3 Guanxi
        2.3.1 Ganqing
        2.3.2 Mianzi
        2.3.3 Renqing
    2.4 Trust theory
    2.5 Theory of reason action
    2.6 Chapter summary
Chapter Ⅲ Model Construction and Research Hypothesis
    3.1 Impact of website quality and guanxi on costumer’s purchase intention in social commerce
    3.2 Research hypothesis
        3.2.1 Website quality and Trust in social network website
        3.2.2 Guanxi and Trust in Social Network Sites
        3.2.3 Guanxi and Attitude toward Advertising
        3.2.4 Trust in Social Network Sites,Attitude toward Advertising and Purchase Intention of Advertised Product
    3.3 Chapter summary
Chapter Ⅳ Questionnaire Design and Data Collection
    4.1 Study variable definitions and measurement questions
    4.2 Stimuli
        4.2.1 Website quality
        4.2.2 Guanxi
    4.3 Organism
        4.3.1 Trust in Social Network Websites
        4.3.2 Attitude toward Advertising
    4.4 Purchase Intention of Advertised Product as Response
    4.5 Selection of research subject
    4.6 Pre-survey and formal questionnaire design
    4.7 Survey and collection of data
    4.8 Chapter summary
Chapter Ⅴ Data Analysis and Results Discussion(Chinese consumers)
    5.1 Descriptive Statistical Analysis of Samples
        5.1.1 Sample demographic distribution characteristics
        5.1.2 Distribution of sample using internet and social network sites
    5.2 Statistical analysis of research variables
    5.3 Empirical Analysis
        5.3.1 Reliability analysis of data
        5.3.2 Validity analysis of data
    5.4 Structural Equation Model Analysis
        5.4.1 Analysis of main effect hypothesis results
    5.5 Chapter summary
Chapter Ⅵ Data Analysis and Results Discussion(Foreign consumers in China)
    6.1 Descriptive Statistical Analysis of Samples
        6.1.1 Sample demographic distribution characteristics
        6.1.2 Sample nationality distribution characteristics
        6.1.3 Distribution of sample using internet and social network sites
    6.2 Statistical analysis of research variables
    6.3 Empirical Analysis
        6.3.1 Reliability analysis of data
        6.3.2 Validity analysis of data
    6.4 Structural Equation Model Analysis
        6.4.1 Analysis of main effect hypothesis results
    6.5 Chapter summary
Chapter Ⅶ Research Conclusions
    7.1 Discussion
    7.2 Theoretical Implications
    7.3 Practical Implication
    7.4 Conclusions
    7.5 Limitations and Future Research
References
Appendix A Questionnaire in English language
Appendix B Questionnaire in Chinese language
Appendix C Questionnaire in Russian language
List of Academic Activities and Achievements during the Degree


【参考文献】：
期刊论文
[1]从微信红包看传统社会人际关系转变[J]. 谢越.  唐山师范学院学报. 2015(04)



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