基于网络生活方式的个人用户云服务购买意愿研究

发布时间：2019-01-02 14:55

【摘要】：云计算是继大型计算机、个人计算机及互联网之后的第四次信息技术革命,它给电子商务企业对个人用户的服务模式带来了根本性变革,云服务产品正在被个体用户广泛使用与购买。然而,传统的消费者行为模型不能解释云服务产品的购买,立足于云服务产品对个人用户的功能价值与服务价值,并结合品牌价值,在问卷调查的基础上,运用因果研究和结构方程模型,研究了网络生活方式对个人用户云服务购买意愿的影响。结果显示:①网络生活方式直接及间接影响了个人用户购买云服务产品的意愿;②网络生活方式影响个人用户对云服务产品的功能感知、品牌感知和服务感知;③个人用户对云服务产品的功能感知、品牌感知和服务感知影响其够买意愿。针对个人用户,本研究提出的基于网络生活方式的云服务购买意愿模型,推动了个人用户云服务的使用和购买。
[Abstract]:Cloud computing is the fourth information technology revolution after mainframe computers, personal computers and the Internet. Cloud service products are being widely used and purchased by individual users. However, the traditional consumer behavior model can not explain the purchase of cloud service products. It is based on the functional value and service value of cloud service products to individual users, and combined with brand value, on the basis of questionnaire survey. By using causality and structural equation model, this paper studies the influence of network life style on individual users' willingness to buy cloud services. The results show that: (1) Internet lifestyle directly and indirectly affects the willingness of individual users to buy cloud service products; (2) Internet lifestyle affects individual users' perception of cloud service products, brand awareness and service perception; 3 functional perception of cloud service products, brand awareness and service perception affect individual users' willingness to buy. For individual users, the model of cloud service purchase intention based on network lifestyle is proposed in this study, which promotes the use and purchase of cloud services by individual users.
【作者单位】：北京邮电大学经济管理学院;
【基金】：国家自然科学基金资助项目(71201011,71172135,71231002,70972048) 国家重点基础研究发展计划资助973计划资助项目(2012CB315805) 教育部资助项目(20120005120001),文化价值观驱动下的中国消费者新信息技术产品购买研究,基于舆论动力学的在线点评观为演化建模和企业评论管理策略)
【分类号】：F49;F724.6;F224

【参考文献】