消费者接受社会商业：技术接受和使用的延伸统一理论的应用

发布时间：2018-01-13 06:27

  本文关键词：消费者接受社会商业：技术接受和使用的延伸统一理论的应用　出处：《中国科学技术大学》2017年博士论文　论文类型：学位论文

  更多相关文章： UTAUT2 社交媒体 社会支持 社交商务 巴基斯坦 文化

【摘要】：社交电子商务属于电子商务的一个子集,它兼有社交媒体与电子商务的特性。如今,社交媒体成为全球传播信息的最快捷方式。互联网商家正在将社交媒体纳入业务范围,并试图从Web 2.0技术中获益。Web 2.0技术允许在线消费者之间进行社交。消费者喜欢在网上购物之前和之后分享他们的产品和服务的相关经验。技术在人类生活中成为永恒的参与。Web 2.0技术支撑的社交媒体是当今商业的核心部分。个体在各个社交媒体平台上花费越来越多的时间来联系他们的朋友,同事,家庭成员,卖家,以及其他人。这些人群对于商家来说拥有巨大的潜力,商家可以通过社交媒体利用这些人群来实现商业目标。本研究的目的是为了调查巴基斯坦消费者通过社交媒体网站进行购买意图的影响因素研究。本文采用了扩展的技术接受和使用统一理论(UTAUT2),增加了新的构念,比如社会支持,社交商务构建,信任,创新。此外,我们还考虑了将文化因素作为调节变量。数据来自巴基斯坦458个社交媒体网站用户。使用PLS3.0-SEM,结果显示,绩效预期,习惯,价格节约导向,社会支持,社交商务构建,和信任与行为意图有正相关关系。这些结果进一步证实,便利的条件,习惯和行为意图与使用行为有正相关关系。文化维度(个人主义/集体主义,不确定性回避和男性化/女性化)的也被发现有显著的调节作用。技术接受度在不同领域受到重视,但很少有研究将UTAUT2模型应用于社交商务情境。本文同时对理论和实践意义也做了进一步探讨。
[Abstract]:Social electronic commerce is a subset of electronic commerce, which has the characteristics of both social media and electronic commerce. Social media is the quickest way to spread information around the world. Internet businesses are bringing social media into business. And try to benefit from Web 2.0 technology. 2.0 technology allows online consumers to socialize with each other. Consumers like to share experiences with their products and services before and after shopping online. Technology becomes permanent participation in human life. Web. Social media, supported by 2.0 technologies, is at the heart of today's business. Individuals are increasingly spending time on various social media platforms to reach out to their friends. Colleagues, family members, sellers, and others. These people have great potential for businesses. The purpose of this study is to investigate the factors influencing the purchase intention of Pakistani consumers through social media sites. Unified Theory of Technology acceptance and use (. UTAUT2). Added new constructs, such as social support, social business building, trust, innovation. We also considered cultural factors as adjustment variables. The data came from 458 social media users in Pakistan using PLS3.0-SEM, and the results showed that performance expectations, habits. There is a positive correlation between cost-saving orientation, social support, social business construction, and trust and behavioral intent. These results further confirm the convenience conditions. There is a positive correlation between habit and behavioral intention and using behavior. Cultural dimension (individualism / collectivism). Uncertainty avoidance and masculinity / feminization) have also been found to play a significant regulatory role. However, few studies have applied the UTAUT2 model to the social business situation, and the theoretical and practical significance is also discussed in this paper.
【学位授予单位】：中国科学技术大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F724.6;F721
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本文编号：1417870