本文選題：農(nóng)產(chǎn)品電商 + 互動性��； 參考：《東北財經(jīng)大學(xué)》2016年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的進(jìn)步以及相應(yīng)配套設(shè)施的逐漸完善,我國農(nóng)產(chǎn)品電子商務(wù)得到了很好的發(fā)展,通過網(wǎng)絡(luò)購買農(nóng)產(chǎn)品已經(jīng)十分普遍。但受農(nóng)產(chǎn)品特殊的產(chǎn)品屬性以及消費者傳統(tǒng)購買習(xí)慣的影響,我國農(nóng)產(chǎn)品電商企業(yè)普遍處于虧損的狀態(tài),用戶粘性僅為30%(中國電子商務(wù)研究中心報告,2015)。如何提升農(nóng)產(chǎn)品電商網(wǎng)站吸引力,成功保留顧客,成為農(nóng)產(chǎn)品電商企業(yè)成功發(fā)展的關(guān)鍵。同時,通過對已有文獻(xiàn)的梳理發(fā)現(xiàn),對于用戶粘性影響因素的研究大多集中于網(wǎng)站內(nèi)容、娛樂性、歸屬感、滿意和信任、承諾幾個變量。而互動性作為影響消費者決策和態(tài)度的重要因素在用戶粘性的影響因素研究中較少涉及。因此,本文構(gòu)建了以互動性為自變量、社會臨場感為中介變量、用戶粘性為因變量的理論模型,旨在探究農(nóng)產(chǎn)品電商平臺的互動性對用戶粘性的影響,以期為我國農(nóng)產(chǎn)品電商的發(fā)展提供有價值的管理建議。本文針對的是在農(nóng)產(chǎn)品電商網(wǎng)站上有過購買經(jīng)歷的消費者,通過現(xiàn)場攔截和網(wǎng)絡(luò)調(diào)研平臺發(fā)放調(diào)查問卷,并利用SPSS19.0軟件對收集的223個樣本數(shù)據(jù)進(jìn)行實證檢驗。研究結(jié)果顯示,第一,互動性(消費者與賣家互動、消費者之間互動)既能直接影響用戶粘性,又能通過社會臨場感(意識、情感、認(rèn)知社會臨場感)對用戶粘性產(chǎn)生間接影響;而互動性中消費者與網(wǎng)站互動雖然對用戶粘性有顯著的正向影響,但對社會臨場感的影響并不顯著;第二,社會臨場感對用戶粘性有顯著影響。這些結(jié)論,一方面豐富了我國農(nóng)產(chǎn)品電商領(lǐng)域的研究。現(xiàn)有的相關(guān)研究大多是從消費者購買動機(jī)、意愿和信任角度展開的。本文從消費者感知角度出發(fā),揭示了互動性對用戶粘性的影響路徑和社會臨場感在這一影響中的中介作用。另一方面,本文的研究結(jié)果也為農(nóng)產(chǎn)品電商企業(yè)提供了有價值的管理建議。經(jīng)營者有必要充分認(rèn)識和了解互動性、社會臨場感在消費者購買過程中的重要影響,努力搭建有利于網(wǎng)站中相關(guān)主體溝通、互動的平臺,促使消費者從一般顧客轉(zhuǎn)變?yōu)橹艺\顧客。然而,本文的研究仍存在一些不足。首先,調(diào)研樣本存在缺陷,涉及的農(nóng)產(chǎn)品電商平臺均類型單一,沒有將其他類型的電商平臺納入到研究范圍;其次,本文將消費者年齡、性別、收入和受教育水平作為控制變量納入到互動性與用戶粘性關(guān)系的模型中,忽略了其他諸如購買頻率的控制作用。而事實上,在網(wǎng)絡(luò)購買行為的研究中,購買頻率也可以影響消費者對產(chǎn)品的偏好。這些局限為以后的研究指明了方向。
[Abstract]:With the progress of Internet technology and the improvement of corresponding supporting facilities, e-commerce of agricultural products in China has been well developed, the purchase of agricultural products through the network has been very common. However, due to the special product attributes of agricultural products and the traditional purchasing habits of consumers, Chinese agricultural products e-commerce enterprises are generally in a state of loss, and the user stickiness is only 30% (China E-commerce Research Center report No. 2015). How to improve the attractiveness of agricultural products ecommerce websites and keep customers successfully becomes the key to the successful development of agricultural products e-commerce enterprises. At the same time, through the existing literature, we find that most of the research on the factors affecting user stickiness is focused on the website content, entertainment, sense of belonging, satisfaction and trust, commitment several variables. As an important factor influencing consumer decision and attitude, interactivity is less involved in the research of user stickiness. Therefore, this paper constructs a theoretical model with interaction as independent variable, social presence as intermediary variable and user stickiness as dependent variable, in order to explore the influence of interaction of agricultural products ecommerce platform on user stickiness. In order to provide valuable management suggestions for the development of agricultural products e-commerce in China. This paper aims at the consumers who have bought on the agricultural products e-commerce website, and distributes the questionnaire through the field interception and network research platform, and uses SPSS19.0 software to carry on the empirical test to the 223 sample data collected. The results show that, first, interactivity (consumer-seller interaction, consumer interaction) can directly affect user stickiness as well as social presence (consciousness, emotion), Cognitive social presence) has an indirect impact on user stickiness; while the interaction between consumers and websites has a significant positive impact on user stickiness, it does not have a significant impact on social presence; second, Social presence has a significant impact on user stickiness. These conclusions, on the one hand, enrich the field of agricultural products e-commerce research. Most of the existing studies are conducted from the perspective of consumer purchase motivation, willingness and trust. From the perspective of consumer perception, this paper reveals the influence path of interaction on user stickiness and the intermediary role of social presence in this influence. On the other hand, the research results of this paper also provide valuable management suggestions for agricultural e-commerce enterprises. It is necessary for operators to fully understand and understand the interaction, the important impact of social presence in the process of consumer purchase, and strive to build a platform conducive to the communication and interaction of relevant subjects in the website. To change consumers from ordinary customers to loyal customers. However, there are still some shortcomings in the research of this paper. First of all, there are defects in the research sample, the agricultural products ecommerce platform involved is of a single type, and other types of e-commerce platform are not included in the study. Secondly, this paper takes the age and gender of the consumer into account. As a control variable, income and education level are incorporated into the model of the relationship between interaction and user stickiness, while other controlling effects such as purchase frequency are neglected. In fact, in the study of online purchasing behavior, purchasing frequency can also affect consumers' preference for products. These limitations point the way for future research.
【學(xué)位授予單位】：東北財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F323.7;F724.6

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