本文選題：微信電商　切入點(diǎn)：在線互動(dòng)　出處：《廣西大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：微信作為一款“碎片式”社交工具,從2011年問世至今,經(jīng)歷短短的四五年,其用戶量就已經(jīng)接近6億。微信已經(jīng)不只是一款鏈接人與人的社交軟件,還是一款鏈接人與商品的電商軟件,2015年微信直接帶動(dòng)的生活消費(fèi)規(guī)模已達(dá)到110億元,然而微信電商的相關(guān)研究相對(duì)匱乏。本研究理論部分首先簡(jiǎn)單介紹了微信電商平臺(tái)的發(fā)展現(xiàn)狀及研究現(xiàn)狀,然后梳理了在線互動(dòng)、顧客信任、購(gòu)買意愿的基本理論,由于微信電商平臺(tái)在線互動(dòng)研究幾乎沒有,筆者借鑒電子商務(wù)環(huán)境下在線互動(dòng)、顧客信任及購(gòu)買意愿的研究現(xiàn)狀,最后結(jié)合微信電商的社交商務(wù)屬性構(gòu)建了本研究的理論模型圖,并提出了本研究的16個(gè)假設(shè)。實(shí)證部分首先通過預(yù)調(diào)研分析修訂問卷、正式調(diào)研收集了347份有效問卷。然后對(duì)這347份問卷的數(shù)據(jù)進(jìn)行信度、效度分析及相關(guān)分析,最后通過結(jié)構(gòu)方程模型分析驗(yàn)證本研究假設(shè)。實(shí)證分析結(jié)果顯示微信電商平臺(tái)在線互動(dòng)的五個(gè)因子對(duì)顧客信任均具有顯著的正向影響,在線互動(dòng)除感知易用性外四個(gè)因子均與購(gòu)買意愿顯著正相關(guān),而且微信電商平臺(tái)下的顧客信任能夠正向預(yù)測(cè)其購(gòu)買意愿,研究還表明顧客信任在微信電商在線互動(dòng)的感知易用性、感知有用性、專業(yè)性、互助性四個(gè)因子對(duì)購(gòu)買意愿的影響中起到了中介的作用。最后針對(duì)本研究結(jié)論對(duì)微信電商的發(fā)展提出了四點(diǎn)建議。
[Abstract]:WeChat, a "shrewd" social networking tool, has nearly 600 million users in 45 since its launch in 2011. WeChat is no longer just a social software that links people to people. In 2015, WeChat directly led the living consumption scale of 11 billion yuan. However, the relative research on WeChat E-quotient is relatively scarce. In the theoretical part of this research, the development status and research status of WeChat e-commerce platform are briefly introduced, and then the basic theories of online interaction, customer trust and purchase intention are combed. Since there is almost no online interaction research on WeChat e-commerce platform, the author draws lessons from the current research situation of online interaction, customer trust and purchase intention in e-commerce environment. Finally, combining the social business attributes of WeChat e-commerce, the theoretical model diagram of this study is constructed, and the 16 hypotheses of this study are proposed. In the empirical part, the questionnaire is revised through pre-investigation and analysis. 347 valid questionnaires were collected, and the data of 347 questionnaires were analyzed by reliability, validity analysis and correlation analysis. The empirical results show that the five factors of online interaction of WeChat e-commerce platform have a significant positive impact on customer trust. In addition to perceived usability four factors of online interaction were significantly positively correlated with purchase intention and customer trust under WeChat ecommerce platform could positively predict their purchase intention. The research also shows that customer trust is perceived to be easy to use, perceived to be useful and professional in the online interaction of WeChat e-commerce. The four factors of mutual assistance play an intermediary role in the influence of purchase intention. Finally, four suggestions are put forward for the development of WeChat e-commerce.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F274

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