基于自我调节双系统视角的中国用户跨屏行为研究
发布时间：2020-10-12 04:37
我们生活在数字屏幕主导的时代,大多数人在日常生活中与多个数字屏幕进行互动。"跨屏"被定义为同时或依次地使用多个数字屏幕来完成相关或不相关的任务。跨屏行为的研究正日益受到关注,美国营销科学研究所(MSI)也已开始关注这一研究领域,将其设为2014-2016年度重点研究领域,进而拓展到2016-2018年。此前的研究没有充分地解释多设备环境中的用户-设备关系,而是更侧重于用户与单个设备的互动。然而,在当代环境中,我们与现代技术的互动越来越紧密,技术的作用从促进、主导和影响人们的生活演变到可以改变人类思想感知和认知方面的层面。由于增强的互动体验,用户行为的复杂性增加,技术的影响变得十分广泛,所以需要进行重新评估,以了解用户与多屏幕之间的相互作用本论文研究重点以自我调节理论为基础来解释现象。一般来说,自我调节通过理性推理来实现,以审慎的、努力的和有意识的方式发生。然而,最近社会心理学方面的研究发现,自我调节也可以自然发生而不涉及自觉的努力。作者以跨屏行为为研究对象,研究了个人追求目标的潜在过程中如何发展有意识和下意识的自我调节双重体系,其中反思、自觉和审慎的自我调节模式是有意识的自我调节,而冲动和自动的自我调节模式是下意识的自我调节。在中国,年轻人跨屏进行消费已经成为不断增长的显著行为特征。本论文研究样本集中在Y世代(1980年至2000年间出生的人被称为年轻一代或Y世代)的跨屏行为。。在上述三个不同的研究中已经使用不同的样本,样本量分别为408,344和388。为了分析主要数据,本研究选择了已广泛应用于社会科学研究的结构方程模型。使用不同的软件包进行统计分析,即:SPSS,AMOS 23.0和SmartPLS 3.0。本论文研究中开展了三项独特的研究。第一项研究旨在解释一般的跨屏行为,而不考虑具体的使用背景,是对跨屏行为研究的首次系统理论阐述。该部分研究除了探索自我调节对跨屏行为的影响,还对跨屏行为趋势及其对消费者信息处理模型和营销传播的影响进行了描述性分析。该研究进行了系统的相关文献综述,介绍了全球跨屏及其流行趋势的演变,然后通过实证数据,研究了中国用户的一般跨屏行为。实证结果说明了跨屏行为对营销传播的影响,以及它如何影响消费者信息采集和购买过程。过去的研究已经确定了消费者信息处理的各个阶段,即:需求识别,信息搜索,替代评估,购买决策和购买后评估。本研究还证实了跨屏情境下这些各个阶段依然存在,但是研究也表明消费者信息处理在现代数字化环境中发生了变化,用户信息处理模型并非线性的。此外,研究表明,通过搜索引擎搜索信息是中国年轻人跨屏的最常用和流行的方法。这表明企业应该进一步关注其搜索引擎优化,并确保其在线可见。结果表明,电视广告的影响在当代数字化环境中逐渐消失,迅速被诸如搜索引擎,评论网站,移动应用,视频和内容共享网站等互动媒体所取代。因此,综合营销传播应该容易采用多屏策略。第二项研究集中在为了完成多任务而采用的跨屏,也被称为跨媒体多任务处理。本研究第一次明确地调查了同步跨屏和顺序跨屏现象,解释了人们如何在这两种不同形式的跨屏过程中达到预期目标。研究表明,中国的00后年轻人以自觉和周到的方式主要采取跨屏行为,以自律规范其日常活动。在多任务的背景下,也被称为媒体多任务,结果表明意识和非意识的自我调节对跨屏行为有积极的影响。通过跨屏的多任务在年轻一代中正在上升,并且经常在同时使用多个屏幕时执行。了解跨屏多任务现象将有助于心理学,市场营销,和制造等各个领域的从业人员。第三项研究聚焦在线购物过程中的跨屏行为。本研究选择问卷调查方法收集经验数据。采用方便抽样方法收集16至36岁的人群数据。由于研究对象为跨屏用户,因此通过有关跨屏经验的调查问题来进行筛选。研究发现,意识自我调节预测了网上购物的顺序性和同时性。另一方面,无意识的自律无法确定同时使用跨屏进行在线购物。在线购物是跨屏的顶级活动之一,年轻一代越来越多地采用跨设备渠道来实现购物需求,这一趋势较高。改进网路购物跨屏途径的知识将为在线零售商,设备制造商,营销人员和广告客户提供帮助,以制定适合的商业策略。此外,目前的研究针对年轻消费者进行了最新调查,以了解其针对手机和台式机的在线购物平台的可用性偏好。结果表明,消费者对于移动商务的偏好和电子商务的偏好是情境依赖的,因为其对媒介的偏好随着在线购物环境的不同而改变。对这些偏好的了解对相关领域的专业人员来说将是非常有用的,需要开发适当的沟通、品牌和分销策略来实现收益最优。
【学位单位】：哈尔滨工业大学
【学位级别】：博士
【学位年份】：2017
【中图分类】：F724.6;F274
【文章目录】：
Abstract
摘要
List of Abbreviations and Acronyms
Chapter 1 Introduction
1.1 Background of the Research
1.2 Professional Significance and Science Contribution of the Research
1.2.1 Theoretical Significance
1.2.2 Practical Significance
1.3 Literature Review
1.3.1 Concept and Evolution of Multi-Screening
1.3.2 Emergent Multi-Screening Practices
1.3.3 Multi-Screening Trends in China
1.3.4 Media Multitasking and Multi-Screening
1.3.5 The Consumer Information Processing Model
1.3.6 Review of Research on Users' Adoption of Multi-Screening
1.3.7 Self-Regulation
1.3.8 Automatic Self-Regulation
1.3.9 The Dual System Theory
1.4 Research Objectives
1.5 Research Contents and Organization of The Document
Chapter 2 Theoretical Framework of Research
2.1 Proposed Dual System Model of Self-Regulation
2.1.1 Conscious Self-Regulation
2.1.2 Nonconscious Self-Regulation
2.1.3 Research Framework
2.2 Dimensions of Conscious Self-Regulation
2.2.1 Autonomy
2.2.2 Self-efficacy
2.2.3 Outcome Expectancy
2.3 Dimensions of Nonconscious Self-Regulation
2.3.1 Habit
2.3.2 Impulsiveness
2.4 Control Variables
2.5 Summary
Chapter 3 Research on Key Multi-Screening Trends and Effect of Self-Regulation onAdoption of Multi-Screening
3.1 Research model and hypotheses
3.2 Empirical Design of The Study
3.2.1 Instrument Development
3.2.2 Sampling and Survey Administration
3.2.3 Common Method Bias
3.3 Descriptive Analysis
3.3.1 General and Online Device Usage
3.3.2 Use of Multi-Screens in The Consumer Purchasing Process
3.4 Analysis and Results of Hypothesized Model
3.4.1 Measurement Model Development
3.4.2 Assessment of the Reflective Measures
3.4.3 Assessment of the Formative Measures
3.4.4 Structural Model Development
3.4.5 Assessment of moderating and control variables
3.5 Discussion
3.6 Summary
Chapter 4 Research Concerning Influence of Self-Regulation on Espousal of Multi-Screen Multitasking
4.1 Introduction and Background
4.1.1 Multi-Screen Multitasking
4.1.2 Media Multitasking Among University Students and Young Generation
4.1.3 Motivation for The Research
4.2 Theoretical Framework
4.3 Empirical Design
4.3.1 Instrumentation
4.3.2 Sampling and Data Collection
4.3.3 Method for Analyzing the Model
4.4 Results and Analysis
4.4.1 Measurement Model
4.4.2 Structural Model
4.5 Discussion
4.6 Summary
Chapter 5 Research on Adoption of Multi-Screening for Online Shopping andDetermining Usability Preferences for M-Commerce and E-Commerce
5.1 Study 1: Gen Y's Adoption of Multi-Screening for Online Shopping
5.1.1 Introduction and Background
5.1.2 Research Model and Hypotheses
5.1.3 Empirical Design of Research
5.1.4 Empirical Analysis and Results
5.1.5 Discussion
5.2 Study 2: Consumers' Usability Preferences for Mobile and Computer Screensfor Online Shopping Activities
5.2.1 Introduction
5.2.2 Methodology
5.2.3 Results
5.2.4 Discussion
5.3 Summary
Chapter 6 Key Implications and Recommendations
6.1 Dual Model of Self-regulation can be Useful to Explain Behavior
6.2 Professionals can Acclimate their Business Strategies by EnhancedUnderstanding of Multi-Screening and its Triggers
6.3 Consumer Information Processing Model Has Evolved in the Current Multi-Screening Environment
6.4 Search engine optimization (SEO) is key to success in multi-screening settings114
6.5 Media Multitasking is Multi-Screening Settings is Caused by Both Deliberativeand Automatic Factors
6.6 Traditional Marketing Communication Would be Less Effective in Multi-Screening Environment
6.7 Firms Should Take Advantage of multi-screening pathway of online shopping
6.8 Both Mobiles and Computers are Preferred Over One Another to PerformActivities Related on Online Shopping
Conclusion
结论
Appendix
References
Papers Published in The Period of Ph.D. Education
Acknowledgement
Resume
本文编号：2837653
【学位单位】：哈尔滨工业大学
【学位级别】：博士
【学位年份】：2017
【中图分类】：F724.6;F274
【文章目录】：
Abstract
摘要
List of Abbreviations and Acronyms
Chapter 1 Introduction
1.1 Background of the Research
1.2 Professional Significance and Science Contribution of the Research
1.2.1 Theoretical Significance
1.2.2 Practical Significance
1.3 Literature Review
1.3.1 Concept and Evolution of Multi-Screening
1.3.2 Emergent Multi-Screening Practices
1.3.3 Multi-Screening Trends in China
1.3.4 Media Multitasking and Multi-Screening
1.3.5 The Consumer Information Processing Model
1.3.6 Review of Research on Users' Adoption of Multi-Screening
1.3.7 Self-Regulation
1.3.8 Automatic Self-Regulation
1.3.9 The Dual System Theory
1.4 Research Objectives
1.5 Research Contents and Organization of The Document
Chapter 2 Theoretical Framework of Research
2.1 Proposed Dual System Model of Self-Regulation
2.1.1 Conscious Self-Regulation
2.1.2 Nonconscious Self-Regulation
2.1.3 Research Framework
2.2 Dimensions of Conscious Self-Regulation
2.2.1 Autonomy
2.2.2 Self-efficacy
2.2.3 Outcome Expectancy
2.3 Dimensions of Nonconscious Self-Regulation
2.3.1 Habit
2.3.2 Impulsiveness
2.4 Control Variables
2.5 Summary
Chapter 3 Research on Key Multi-Screening Trends and Effect of Self-Regulation onAdoption of Multi-Screening
3.1 Research model and hypotheses
3.2 Empirical Design of The Study
3.2.1 Instrument Development
3.2.2 Sampling and Survey Administration
3.2.3 Common Method Bias
3.3 Descriptive Analysis
3.3.1 General and Online Device Usage
3.3.2 Use of Multi-Screens in The Consumer Purchasing Process
3.4 Analysis and Results of Hypothesized Model
3.4.1 Measurement Model Development
3.4.2 Assessment of the Reflective Measures
3.4.3 Assessment of the Formative Measures
3.4.4 Structural Model Development
3.4.5 Assessment of moderating and control variables
3.5 Discussion
3.6 Summary
Chapter 4 Research Concerning Influence of Self-Regulation on Espousal of Multi-Screen Multitasking
4.1 Introduction and Background
4.1.1 Multi-Screen Multitasking
4.1.2 Media Multitasking Among University Students and Young Generation
4.1.3 Motivation for The Research
4.2 Theoretical Framework
4.3 Empirical Design
4.3.1 Instrumentation
4.3.2 Sampling and Data Collection
4.3.3 Method for Analyzing the Model
4.4 Results and Analysis
4.4.1 Measurement Model
4.4.2 Structural Model
4.5 Discussion
4.6 Summary
Chapter 5 Research on Adoption of Multi-Screening for Online Shopping andDetermining Usability Preferences for M-Commerce and E-Commerce
5.1 Study 1: Gen Y's Adoption of Multi-Screening for Online Shopping
5.1.1 Introduction and Background
5.1.2 Research Model and Hypotheses
5.1.3 Empirical Design of Research
5.1.4 Empirical Analysis and Results
5.1.5 Discussion
5.2 Study 2: Consumers' Usability Preferences for Mobile and Computer Screensfor Online Shopping Activities
5.2.1 Introduction
5.2.2 Methodology
5.2.3 Results
5.2.4 Discussion
5.3 Summary
Chapter 6 Key Implications and Recommendations
6.1 Dual Model of Self-regulation can be Useful to Explain Behavior
6.2 Professionals can Acclimate their Business Strategies by EnhancedUnderstanding of Multi-Screening and its Triggers
6.3 Consumer Information Processing Model Has Evolved in the Current Multi-Screening Environment
6.4 Search engine optimization (SEO) is key to success in multi-screening settings114
6.5 Media Multitasking is Multi-Screening Settings is Caused by Both Deliberativeand Automatic Factors
6.6 Traditional Marketing Communication Would be Less Effective in Multi-Screening Environment
6.7 Firms Should Take Advantage of multi-screening pathway of online shopping
6.8 Both Mobiles and Computers are Preferred Over One Another to PerformActivities Related on Online Shopping
Conclusion
结论
Appendix
References
Papers Published in The Period of Ph.D. Education
Acknowledgement
Resume
本文编号：2837653
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