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

【摘要】：網(wǎng)絡(luò)團購以其獨特的消費模式廣受消費者、供應(yīng)商及相關(guān)電子商務(wù)網(wǎng)站青睞。以往關(guān)于團購的相關(guān)文獻主要著眼于消費者個體特征對網(wǎng)絡(luò)團購意愿的影響,缺乏基于群體視角的研究。而隨著互聯(lián)技術(shù)的提高,消費者參加網(wǎng)絡(luò)團購這一行為是嵌入于社會網(wǎng)絡(luò)之中的,其決策必然受到群體因素影響。鑒于團購環(huán)境的改變,以社會網(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)系嵌入對團購購買意愿影響的作用機理,檢驗了感知控制和信任的中介效應(yīng),并對比分析了不同團購方式的影響程度。實證結(jié)果表明,對于網(wǎng)站發(fā)起式團購和消費者發(fā)起式團購方式,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)基金資助項目(71272066,71672195,71662024);國家自然科學(xué)基金青年項目(71302069)
【分類號】：F713.55
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本文編號：2084913