在移動商務(wù)中,社會臨場感為消費者提供了一個機會,可以接觸賣家,分享他們的觀點并做準(zhǔn)確的購物決策。這樣可以營造出更可靠、更友善的在線商務(wù)環(huán)境。從移動電子商務(wù)的角度來看,企業(yè)的主要目標(biāo)是激勵消費者通過在移動電子商務(wù)平臺上的社交活動來做出決策。因此,本文重點研究了移動商務(wù)環(huán)境下的消費者采納意向,特別是移動商務(wù)如何塑造消費者的采納意向。該問題對于深刻理解移動商務(wù)環(huán)境下消費者的采納意向過程具有重要意義。本論文強調(diào)了社會臨場感和消費者對賣方的信任在移動商務(wù)構(gòu)建、意識和調(diào)節(jié)作用上的影響,這是解釋消費者在移動商務(wù)中采納意向的重要方面。本文基于UTAUT2理論,結(jié)合移動電子商務(wù)環(huán)境下消費者購物意向的文獻綜述,通過研究深入探討了研究問題。首先,基于UTAUT2理論,強調(diào)了社交的觀點,社交在發(fā)展消費者對在線賣家的信任方面起著重要作用。此外,考察了消費者對在線賣家的信任對購物采納意向的影響。此外,以孟加拉為背景,研究社會臨場感在解釋消費者在線采納意圖模型中所起調(diào)節(jié)作用,在孟加拉,對其他消費者的評論缺乏信任被視為影響移動電子商務(wù)成功的一個因素。數(shù)據(jù)是從孟加拉國不同城市(例如,Dhaka,Chumillah,Ch... 

【文章來源】：合肥工業(yè)大學(xué)安徽省 211工程院校 教育部直屬院校

【文章頁數(shù)】：116 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENT
摘要
abstract
Chapter 1 Introduction
    1.1 Research Background
    1.2 Research Motivation
    1.3 Research Questions
    1.4 Research Objectives
    1.5 Significance of the study
        1.5.1 Theoretical Significance
        1.5.2 Practical Significance
    1.6 Research Methods and Data Analysis tools
        1.6.1 Definition of Design Science Research
        1.6.2 Design Science Research Methodology Process
    1.7 Structure of the Dissertation
Chapter 2 Literature Review and Theoretical Basis
    2.1 Electronic Commerce
        2.1.1 Consumers’attitudes towards e-commerce
        2.1.2 Consumers’preference shifts to e-commerce
    2.2 M-Commerce
        2.2.1 Mobile technology
        2.2.2 M-Commerce characteristics
    2.3 Online Social Interaction
        2.3.1 Online community
        2.3.2 The Role of Online Communities
        2.3.3 Social media
        2.3.4 Social networks
        2.3.5 Social network sites
        2.3.6 Streaming media
        2.3.7 Blogs
        2.3.8 Consumer review websites
        2.3.9 Data,information and knowledge and their sharing
    2.4 Social Presence
    2.5 Consumers'trust in merchants
    2.6 Overview of Theoretical Background and Framework
        2.6.1 Introduction to UTAUT2
        2.6.2 Adoption of mobile technologies using UTAUT2
Chapter 3 Research model and Hypothesis development
    3.1 Questions raised,
    3.2 Choice of the research model
    3.3 Extension of UTAUT2 model
    3.4 Main Research Model and Hypothesis
        3.4.1 Performance Expectancy
        3.4.2 Effort Expectancy
        3.4.3 Social Influence
        3.4.4 Habit
        3.4.5 Trust
        3.4.6 Social presence
Chapter 4 Research Methodology
    4.1 Research Philosophy
    4.2 Research Design
    4.3 Surveys
    4.4 Questionnaire Design
        4.4.1 Measures
    4.5 Sample
        4.5.1 Pilot Study
        4.5.2 Translation
        4.5.3 Timeline for Data Collection
    4.6 Data analysis
        4.6.1 Validity
        4.6.2 Reliability
Chapter 5 Data Analysis and Results
    5.1 Screening the Data
    5.2 Descriptive Analysis
    5.3 Multicollinearity
    5.4 Reliability and Validity Analysis of Scale Items
    5.5 Structural model
    5.6 Moderation
Chapter 6 Discussion and Implication:
    6.1 Contribution to Theory and Framework
        6.1.1 Performance Expectancy
        6.1.2 Effort Expectancy
        6.1.3 Social Influence
        6.1.4 Habit
        6.1.5 Trust
        6.1.6 Social presence
    6.2 Theoretical Implications
    6.3 Managerial Implications
Chapter 7 Conclusion and Outlook
    7.1 Conclusion
    7.2 Outlook
References
Appendix A:English Questionnaire
Appendix B:Bengali Questionnaire
List of Publication


【參考文獻】：
期刊論文
[1]Mobile Commerce User Acceptance Study in China: A Revised UTAUT Model[J]. 閔慶飛,季紹波,曲剛.  Tsinghua Science and Technology. 2008(03)



本文編號：3317296