本文選題：電商生態(tài)系統(tǒng)　切入點(diǎn)：云平臺(tái)技術(shù)　出處：《浙江工商大學(xué)》2016年博士論文　論文類(lèi)型：學(xué)位論文

【摘要】：伴隨著電子商務(wù)生態(tài)系統(tǒng)自身的逐漸演化,其滲透力影響力越來(lái)越大。電子商務(wù)生態(tài)系統(tǒng)中企業(yè)與個(gè)人、企業(yè)與行業(yè)之間是一種協(xié)同合作,不斷創(chuàng)新的關(guān)系。于此,共生理論對(duì)于電商生態(tài)圈的發(fā)展提供了理論上的指引,能夠使之促進(jìn)電子商務(wù)生態(tài)系統(tǒng)的進(jìn)一步成長(zhǎng)。而隨著云平臺(tái)技術(shù)的出現(xiàn),這種技術(shù)被越來(lái)越廣泛的運(yùn)用到電商運(yùn)營(yíng)中去,刺激了電子商務(wù)生態(tài)系統(tǒng)的壯大。同時(shí)現(xiàn)有的理論模型對(duì)電商生態(tài)背景下影響云平臺(tái)技術(shù)接受的相關(guān)因素考慮不足。云平臺(tái)技術(shù)的研究總體上還處于探索性發(fā)展階段,其理論分析框架尚未完全構(gòu)建起來(lái),還有大量的理論空白需要填補(bǔ)。針對(duì)上述問(wèn)題,本研究將進(jìn)一步梳理,解析并整合相關(guān)技術(shù)接受理論,在電商生態(tài)系統(tǒng)視角下,充分考慮共生因素的影響,構(gòu)建整合性的云平臺(tái)技術(shù)接受模型,從而為推動(dòng)電商生態(tài)系統(tǒng)的發(fā)展提供理論支持和管理實(shí)踐。具體而言,本研究將主要聚焦于以下三個(gè)方面的研究問(wèn)題：(1)如何在電商生態(tài)背景下構(gòu)建云平臺(tái)技術(shù)接受模型?云平臺(tái)技術(shù)在中國(guó)電子商務(wù)生態(tài)系統(tǒng)快速演化的大背景下不斷發(fā)展,電商運(yùn)營(yíng)過(guò)程會(huì)逐漸采用這種技術(shù)。因此,探索這一技術(shù)被接受的過(guò)程即是探索用戶(hù)融入電商生態(tài)系統(tǒng)的一個(gè)過(guò)程。這無(wú)疑將有助于云平臺(tái)技術(shù)未來(lái)的發(fā)展完善以期待進(jìn)一步滿(mǎn)足普通用戶(hù)的需求�，F(xiàn)有的整合技術(shù)接受模型都還沒(méi)有考慮到電商生態(tài)這一大背景,本研究將整合原有的技術(shù)接受模型,系統(tǒng)地引入云平臺(tái)技術(shù),建構(gòu)新的技術(shù)接受模型。(2)云平臺(tái)技術(shù)基本特征對(duì)用戶(hù)滿(mǎn)意度、用戶(hù)繼續(xù)使用意向影響機(jī)理?對(duì)于云平臺(tái)技術(shù)的研究,雖然目前取得了一定的研究成果,但并沒(méi)有完全定義云平臺(tái)技術(shù)基本特征�？梢哉f(shuō),云平臺(tái)技術(shù)的研究總體上還處于探索性發(fā)展階段。特別是基于中國(guó)電商井噴式發(fā)展的情景,怎么去構(gòu)建云平臺(tái)技術(shù)在電商生態(tài)下的特征屬性,其對(duì)用戶(hù)滿(mǎn)意度、用戶(hù)繼續(xù)使用意向的作用關(guān)系等問(wèn)題,比如云平臺(tái)技術(shù)基本特征對(duì)用戶(hù)滿(mǎn)意度、用戶(hù)繼續(xù)使用意向是否有正向影響,還需要進(jìn)一步的研究。同時(shí)由于現(xiàn)有研究各自的視角也不盡相同,其理論分析框架尚未完全構(gòu)建起來(lái),還有大量的理論空白需要填補(bǔ)。本研究將結(jié)合考慮電商生態(tài)背景中的共生因素,采用規(guī)范與實(shí)證研究方式探討和進(jìn)一步分析驗(yàn)證幾者之間的關(guān)系。(3)共生因素情境下用戶(hù)信息技術(shù)接受的影響機(jī)理?由于云平臺(tái)技術(shù)具有多種特征屬性,用戶(hù)在信息技術(shù)接受過(guò)程中受多重因素影響,對(duì)于共生因素到底如何通過(guò)相應(yīng)的方式影響用戶(hù)的滿(mǎn)意度和繼續(xù)使用意向,即共生因素對(duì)用戶(hù)信息技術(shù)接受的作用機(jī)制的還需要進(jìn)一步深入分析研究。針對(duì)現(xiàn)有的技術(shù)接受理論的瑕疵,本文將引入共生因素調(diào)節(jié)變量,探究影響用戶(hù)的技術(shù)接受機(jī)理在該因素作用下有何差異。本文研究共生因素的調(diào)節(jié)作用,彌補(bǔ)現(xiàn)有相關(guān)理論的不足,能使新整合后的云平臺(tái)技術(shù)接受模型更有解釋力。通過(guò)上述研究工作,本文得出如下主要結(jié)論：(1)電商生態(tài)背景下云平臺(tái)技術(shù)基本特征是影響用戶(hù)技術(shù)接受的關(guān)鍵因素電商生態(tài)系統(tǒng)中,各種商業(yè)模型與新興技術(shù)交叉融合,相互促進(jìn)創(chuàng)新。本研究通過(guò)系統(tǒng)分析,對(duì)照前人的研究在技術(shù)接受模型的基礎(chǔ)上,整合了共生理論,技術(shù)接受理論以及使用與滿(mǎn)足理論,剖析了這些理論背后重疊的定義概念,支撐思維體系,結(jié)合關(guān)于“感知—態(tài)度一行為”的研究范式,識(shí)別了感知有用性,感知易用性,安全性和響應(yīng)性這四項(xiàng)云平臺(tái)技術(shù)的基本特征,構(gòu)建了本研究的概念模型。通過(guò)探索性因子分析和驗(yàn)證性因子分析同時(shí)驗(yàn)證感知有用性,感知易用性,安全性和響應(yīng)性這四項(xiàng)云平臺(tái)技術(shù)的基本特征之間的理論關(guān)系和合理性,這就說(shuō)明被識(shí)別的影響因素的適用性和可靠性。同時(shí)剖析了感知有用性,感知易用性,安全性和響應(yīng)性這四項(xiàng)云平臺(tái)技術(shù)的基本特征因素對(duì)技術(shù)接受的結(jié)果變量的影響。(2)云平臺(tái)技術(shù)基本特征對(duì)用戶(hù)滿(mǎn)意程度,用戶(hù)個(gè)體的繼續(xù)使用意向有著顯著的影響本研究通過(guò)對(duì)大量用戶(hù)調(diào)研數(shù)據(jù)的研究分析發(fā)現(xiàn),云平臺(tái)技術(shù)的四種基本特征：感知有用性,感知易用性,安全性,響應(yīng)性對(duì)用戶(hù)滿(mǎn)意程度有著顯著的影響。其中,感知有用性對(duì)用戶(hù)個(gè)體的滿(mǎn)意程度具有正向影響。感知易用性對(duì)用戶(hù)個(gè)體的滿(mǎn)意程度具有正向影響。安全性對(duì)用戶(hù)個(gè)體的滿(mǎn)意程度具有正向影響。響應(yīng)性對(duì)用戶(hù)個(gè)體的滿(mǎn)意程度具有正向影響。云平臺(tái)技術(shù)的三種基本特征：感知有用性,安全性,響應(yīng)性對(duì)用戶(hù)個(gè)體的繼續(xù)使用意向有著顯著的影響。其中,感知有用性對(duì)用戶(hù)個(gè)體的繼續(xù)使用意向具有正向影響。安全性對(duì)用戶(hù)個(gè)體的繼續(xù)使用意向具有正向影響。響應(yīng)性對(duì)用戶(hù)個(gè)體的繼續(xù)使用意向具有正向影響。這是由于在云平臺(tái)技術(shù)使用的過(guò)程中,感知有用性,感知易用性,安全性和響應(yīng)性這些基本特征能夠?yàn)橛脩?hù)個(gè)體帶來(lái)更多的使用流暢體驗(yàn)。這種流暢體驗(yàn)顯著影響對(duì)相關(guān)技術(shù)的使用滿(mǎn)意度和繼續(xù)使用的意向。(3)共生因素對(duì)用戶(hù)滿(mǎn)意程度,用戶(hù)個(gè)體的繼續(xù)使用意向的影響起到局部調(diào)節(jié)作用基于電商生態(tài)視角,本文引入了共生因素調(diào)節(jié)變量即開(kāi)放性,娛樂(lè)性和社交性來(lái)共同考察不同特征對(duì)用戶(hù)滿(mǎn)意程度與用戶(hù)個(gè)體的繼續(xù)使用意向的調(diào)節(jié)作用。具體來(lái)說(shuō),開(kāi)放性越高,感知有用性對(duì)滿(mǎn)意度的影響程度越大。開(kāi)放性越高,感知易用性對(duì)滿(mǎn)意度的影響程度越大。開(kāi)放性越高,安全性對(duì)滿(mǎn)意度的影響程度越大。娛樂(lè)性越高,感知有用性對(duì)滿(mǎn)意度的影響程度越大。娛樂(lè)性越高,安全性對(duì)滿(mǎn)意度的影響程度越大。娛樂(lè)性越高,響應(yīng)性對(duì)滿(mǎn)意度的影響程度越大。社交性越高,感知有用性對(duì)滿(mǎn)意度的影響程度越大。社交性越高,感知易用性對(duì)滿(mǎn)意度的影響程度越大。社交性越高,安全性對(duì)滿(mǎn)意度的影響程度越大。開(kāi)放性越高,感知有用性對(duì)繼續(xù)使用意向的影響程度越大。開(kāi)放性越高,安全性對(duì)繼續(xù)使用意向的影響程度越大。娛樂(lè)性越高,感知有用性對(duì)繼續(xù)使用意向的影響程度越大。社交性越高,感知有用性對(duì)繼續(xù)使用意向的影響程度越大。社交性越高,響應(yīng)性對(duì)繼續(xù)使用意向的影響程度越大。(4)在云平臺(tái)技術(shù)接受過(guò)程中用戶(hù)滿(mǎn)意是決定用戶(hù)繼續(xù)使用意向的必要條件云平臺(tái)技術(shù)由于其服務(wù)性特征的存在,利用互聯(lián)網(wǎng)提供了優(yōu)質(zhì)的被用戶(hù)所滿(mǎn)意的服務(wù),通過(guò)其優(yōu)勢(shì)服務(wù)的特點(diǎn)：感知有用性,感知易用性,安全性和響應(yīng)性為消費(fèi)者構(gòu)筑了實(shí)惠,高效,安全,實(shí)時(shí)快捷的使用渠道,讓用戶(hù)感受其價(jià)值。以往的研究強(qiáng)調(diào)個(gè)體對(duì)相關(guān)技術(shù)的繼續(xù)使用意向會(huì)受到來(lái)自個(gè)體的荊輪效應(yīng)的影響,即通過(guò)預(yù)期與實(shí)際服務(wù)內(nèi)容的對(duì)比會(huì)形成用戶(hù)個(gè)體對(duì)相關(guān)技術(shù)本身使用的滿(mǎn)意度的改變,而滿(mǎn)意度的改變直接影響最終用戶(hù)決定是否有意向?qū)υ擁?xiàng)技術(shù)的繼續(xù)使用。云平臺(tái)技術(shù)通過(guò)用戶(hù)自身對(duì)其特點(diǎn)特征的感知比較,形成了用戶(hù)自身對(duì)云平臺(tái)技術(shù)的綜合評(píng)價(jià)。云平臺(tái)技術(shù)對(duì)于用戶(hù)來(lái)說(shuō),為其推薦了大量的產(chǎn)品和服務(wù)選擇使用機(jī)會(huì),滿(mǎn)足了用戶(hù)對(duì)其功能上和情感上的訴求。因此通過(guò)研究發(fā)現(xiàn),在云平臺(tái)技術(shù)的使用過(guò)程中用戶(hù)滿(mǎn)意是決定用戶(hù)繼續(xù)使用意向的必要條件�？v觀全文,圍繞著“電商生態(tài)背景下云平臺(tái)技術(shù)為何會(huì)被繼續(xù)使用”這一核心問(wèn)題,本文在三個(gè)方面提出創(chuàng)新點(diǎn)。(1)提出新的研究路徑。本研究梳理電子商務(wù)生態(tài)系統(tǒng)的演化過(guò)程,同時(shí)在技術(shù)不斷變革的過(guò)程中分析云平臺(tái)技術(shù)被個(gè)體用戶(hù)所接受的過(guò)程。從電商生態(tài)的視角理解了云平臺(tái)技術(shù)的獨(dú)特性,豐富了電商生態(tài)系統(tǒng)的內(nèi)涵。在電商生態(tài)背景下,基于現(xiàn)有的技術(shù)接受模型做了一定的補(bǔ)充和擴(kuò)展,建構(gòu)了新的整合性技術(shù)接受模型,從而拓展了現(xiàn)有個(gè)人信息技術(shù)接受理論研究的廣度和深度。(2)探索劃分了共生因素的結(jié)構(gòu)維度。由于目前國(guó)內(nèi)外研究對(duì)于共生因素的內(nèi)容和維度并沒(méi)有形成統(tǒng)一的看法,本研究梳理了國(guó)內(nèi)外關(guān)于共生理論的發(fā)展脈絡(luò),仔細(xì)比較了共生理論應(yīng)用的所屬研究領(lǐng)域、研究范式和方法以及與電商生態(tài)的結(jié)合研究等后,最終將共生因素劃分為開(kāi)放性,娛樂(lè)性和社交性的三個(gè)維度,為相關(guān)問(wèn)題的后續(xù)研究提供了參照標(biāo)準(zhǔn)。(3)詳細(xì)闡釋了共生因素情境下用戶(hù)信息技術(shù)接受的影響機(jī)理,彌補(bǔ)現(xiàn)有相關(guān)理論的不足,能使新整合后的云平臺(tái)技術(shù)接受模型更有解釋力�？梢酝晟茟�(yīng)對(duì)舉措,調(diào)節(jié)此類(lèi)要素的強(qiáng)弱程度來(lái)達(dá)到促進(jìn)用戶(hù)對(duì)技術(shù)的有效接受的目的。對(duì)電商生態(tài)的平衡發(fā)展,能夠具有一定的實(shí)踐參考價(jià)值。
[Abstract]:Along with the gradual evolution of e-commerce ecosystem itself, the penetration of the growing influence. Enterprises and individuals in e-commerce ecosystem, between enterprise and industry is a kind of cooperative relationship for continuous innovation. The symbiosis theory provides a theoretical guidance for the development of the electricity supplier ecosystem, to further growth to promote e-commerce ecosystem. With the emergence of cloud platform technology, this technology is more and more widely used in commercial operations to stimulate the growth of e-commerce ecosystem. At the same time, the existing theoretical models related factors to accept cloud platform technology impact on the electricity supplier ecological background is considered less. Research on the overall cloud on the platform is still in the exploratory stage of development, its theoretical framework has not been fully established, there are many theoretical gaps to fill in view of the above questions, This study will further review, analysis and integration of related technology acceptance theory, from the perspective of business ecosystem, fully consider the influence factors of the symbiotic integration cloud platform, technology acceptance model, so as to provide theoretical support and management practice to promote the development of business ecosystem. Specifically, the research problems in the following three aspects this study will mainly focus on: (1) how to build a cloud platform technology acceptance model in electricity supplier ecological context? Cloud platform technology development in the background of the rapid evolution of China e-commerce ecosystem, electric operators would gradually use this technology. Therefore, explore the process of this technology is acceptable is a a process of exploring the user integrate into the electricity supplier ecosystem. This will undoubtedly contribute to the development of cloud platform technology in the future to further improve to meet the needs of ordinary users. The whole Technology acceptance model is not considering the ecological electricity supplier in this big background, this study integrates the original technology acceptance model, systematically introducing the cloud platform technology, construction of new technology acceptance model. (2) the satisfaction of basic characteristics of cloud computing platform for users, users continue to influence mechanism research on cloud platform intention? Technology, although they have made some achievements, but there is no complete definition of the basic characteristics of cloud platform technology. It can be said that the research on the overall cloud platform technology is still in the exploratory stage of development. Especially China electric business blowout type development scenarios based on attributes, how to build a cloud platform technology in the business environment and the role of the customer satisfaction issues such as the relationship between the users continue to use intention, such as the basic characteristics of cloud platform technology to user satisfaction, whether users continue to have positive influence on use intention, Further research is needed. At the same time because of their existing research perspective is not the same, its theoretical framework has not been fully established, there are a lot of theoretical gaps need to be filled. This study will consider symbiotic ecological electricity supplier in the background factors, using normative and empirical research to explore and validate a further analysis of the relationship between. (3) the influence mechanism of symbiotic user information technology acceptance factors of context? Because cloud computing platform has the attributes of various features, users in the information technology acceptance by multiple factors in the process of the common factors in the end how through the corresponding way to affect the user satisfaction and continuance intention, further analysis and research. Also need the mechanism of symbiosis factors on information technology acceptance of the technology acceptance theory flaw, this paper will introduce the symbiotic factors Moderator, to explore the impact of user technology acceptance differences in the factors regulating mechanism. This paper studies the symbiotic factors, to make up for lack of existing relevant theory, can make the new integrated cloud platform technology acceptance model more explanation. Through the above research work, the main conclusions of this paper are as follows: (1) basic the characteristics of cloud computing platform electricity supplier ecological background is a key factor affecting the user technology acceptance business ecosystem, a variety of business models and new technology integration, mutual promotion and innovation. This research through the analysis of the system, the control of previous research based on the technology acceptance model, the integration of the symbiosis theory, technology acceptance theory and the theory of use and meet, analyzes the theory behind these overlapping definitions, the supporting system of thinking, combined with the research on "perceived attitude behavior" model, identification Perceived usefulness, perceived ease of use, safety and response of the four cloud computing platform the basic features of the concept of constructing the model. Through exploratory factor analysis and confirmatory factor analysis and verification of perceived usefulness, perceived ease of use, security and response theory of the relationship between the basic characteristics of the four cloud platform technology and rationality, which shows the applicability and reliability factors are identified. At the same time the analysis of perceived usefulness, perceived ease of use, safety and the impact of response variables of the four basic characteristics of cloud platform technology factors on technology acceptance results. (2) basic the characteristics of cloud computing platform for user satisfaction, individual users continue to use the intention to have a significant impact on the study of a large number of users through the survey data analysis found that the four basic characteristics of cloud platform technology: perception Use, perceived ease of use, security, nature has a significant impact on user satisfaction response. Among them, has a positive impact on satisfaction with the perceived usefulness of the individual users. Perception has a positive impact on user satisfaction and easy to use. The individual has a positive impact on the satisfaction degree of safety of the individual users. Has a positive impact on the response of the individual user satisfaction. The three basic characteristics of cloud platform technology: perceived usefulness, safety, response to the individual users to have significant influence on use intention. Among them, the perceived usefulness of individual users continue to use intention has a positive impact on the safety of the user. The individual's continuance intention has a positive impact. Response to the individual users continue to use intention has a positive impact. This is because in the process of using cloud platform technology, perceived usefulness, perceived ease Use, safety and response of these basic features for individual users can bring more fluent experience. This experience significant influence on the use of technology to use satisfaction and intention. (3) the symbiotic factors on the user satisfaction, the individual users continue to use the intention to influence local regulation of business ecology based on the perspective, this paper introduces the symbiosis factor conditioning variables that are open, entertainment and social networking to study the different characteristics of user satisfaction and individual users continue to use the intention of regulation. Specifically, the higher the degree of openness, affect the perceived usefulness of satisfaction is greater. The higher the more open. Great influence on perceived ease of use satisfaction. Open the higher degree of influence on safety of satisfaction more entertainment. The higher perceived usefulness of satisfaction influence process The greater the degree of entertainment. The higher the degree of influence on safety of satisfaction more entertainment. The higher degree of satisfaction impact response is greater. The higher social influence, perceived usefulness of greater social satisfaction. The higher the greater the degree of influence on perceived ease of use social satisfaction. The higher degree of influence on the safety of satisfaction more. Open the higher perceived usefulness, greater impact on continuance intention. Open safety is higher, the larger the influence degree of the continued use intention. Entertainment is higher, the greater the perceived usefulness influence of continuance intention. Social higher perceived usefulness greater impact on continuance intention. The higher the social response, the greater the degree of influence on continuance intention. (4) in the cloud computing platform in the process of receiving customer satisfaction is decided by the user to make With the intention of the necessary conditions of cloud platform technology because of its service characteristic, provides the high quality service is user satisfaction with the use of the Internet, the characteristics of the advantages of the service: perceived usefulness, perceived ease of use, security and responsiveness for consumers to build affordable, efficient, safe, and efficient use of time the channel, allowing users to feel their value. Previous studies emphasize individual related technologies continue to affect the use of intention will be a ratchet effect from the individual, namely, by comparing the expected and actual service content will be formed on the technology itself using individual user satisfaction and satisfaction of the change, change directly affects the users decide whether the intention of this technology continue to use cloud computing platform. Through the user's perception of the characteristics of the comparison, form the user's own cloud platform technology in Evaluation. Cloud computing platform for users to recommend a large number of products and services to meet the users choose to use the opportunity to appeal to its function and emotional. So through the study found that, in the process of using cloud platform technology in customer satisfaction is a necessary condition for the user to continue decision intention. Throughout the paper, around the core issue of "why cloud computing platform electricity supplier ecological background will continue to be used, in this paper the innovation in three aspects. (1) proposed a new research path. In this paper, the evolution process of e-commerce ecosystem, and analysis process of cloud platform technology has been accepted by the user in the individual process technology continues to change. From the perspective of ecological electricity supplier unique cloud platform technology, enriched the connotation of business ecosystem. In the electricity supplier ecological background, accept the existing technology based on The model makes the supplement and extension, establish a unified technology acceptance model, so as to expand the existing personal information technology acceptance of the breadth and depth of theory. (2) to explore the division of the structure dimension. Symbiosis factors due to the current domestic and foreign research on contents and dimensions of symbiosis factors do not form a unified view in this study, combing the development of symbiosis theory at home and abroad, carefully compared the scope of research application of symbiosis theory, research paradigm and method, and combined with the research of ecological electricity supplier, will eventually be symbiotic factors into three dimensions of openness, entertainment and social networking, provides reference standard for the follow-up study related issues. (3) detailed interpretation of the situation under the influence factors of symbiotic user information technology acceptance mechanism, make up the deficiencies of the existing theories, the new integration of the cloud platform Technology acceptance model is more explanatory. It can improve response measures, adjust the intensity of these factors to achieve the purpose of promoting users' effective acceptance of technology. It has certain practical reference value for the balanced development of electricity supplier ecosystem.

【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：TP393.09;F724.6
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本文編號(hào)：1564003