本文選題：社會(huì)網(wǎng)絡(luò) + 結(jié)構(gòu)嵌入　； 參考：《系統(tǒng)管理學(xué)報(bào)》2017年04期

【摘要】：網(wǎng)絡(luò)團(tuán)購以其獨(dú)特的消費(fèi)模式廣受消費(fèi)者、供應(yīng)商及相關(guān)電子商務(wù)網(wǎng)站青睞。以往關(guān)于團(tuán)購的相關(guān)文獻(xiàn)主要著眼于消費(fèi)者個(gè)體特征對(duì)網(wǎng)絡(luò)團(tuán)購意愿的影響,缺乏基于群體視角的研究。而隨著互聯(lián)技術(shù)的提高,消費(fèi)者參加網(wǎng)絡(luò)團(tuán)購這一行為是嵌入于社會(huì)網(wǎng)絡(luò)之中的,其決策必然受到群體因素影響。鑒于團(tuán)購環(huán)境的改變,以社會(huì)網(wǎng)絡(luò)理論為基礎(chǔ),探討了網(wǎng)絡(luò)群體結(jié)構(gòu)嵌入、關(guān)系嵌入對(duì)團(tuán)購購買意愿影響的作用機(jī)理,檢驗(yàn)了感知控制和信任的中介效應(yīng),并對(duì)比分析了不同團(tuán)購方式的影響程度。實(shí)證結(jié)果表明,對(duì)于網(wǎng)站發(fā)起式團(tuán)購和消費(fèi)者發(fā)起式團(tuán)購方式,網(wǎng)絡(luò)結(jié)構(gòu)嵌入和關(guān)系嵌入的影響程度有顯著差異。
[Abstract]:Online group buying is popular with consumers, suppliers and related e-commerce websites for its unique consumption mode. Previous literatures on group buying mainly focus on the influence of individual characteristics on the willingness of online group buying, and lack of research based on group perspective. With the improvement of interconnection technology, the behavior of consumers participating in online group purchase is embedded in social network, and its decision is bound to be affected by group factors. In view of the change of group buying environment, based on the theory of social network, this paper discusses the mechanism of the influence of network group structure embedding and relationship embedding on group purchase intention, and tests the intermediary effect of perceived control and trust. And analyzed the influence degree of different group purchase way. The empirical results show that there are significant differences in the influence of network structure embedding and relationship embedding between website initiated group buying and consumer initiated group buying.
【作者單位】： 中南大學(xué)商學(xué)院;
【基金】：國家自然科學(xué)基金資助項(xiàng)目(71272066,71672195,71662024);國家自然科學(xué)基金青年項(xiàng)目(71302069)
【分類號(hào)】：F713.55
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本文編號(hào)：2084913