本文關(guān)鍵詞：虛擬社區(qū)自發(fā)團(tuán)購信息采納行為研究　出處：《北京郵電大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：互聯(lián)網(wǎng)的高速發(fā)展,不僅產(chǎn)生了潛力巨大的網(wǎng)上購物市場,還突破了地理位置因素的制約,使得全球各地的人可以隨時(shí)隨地進(jìn)行交流互動(dòng),促使了虛擬社區(qū)的產(chǎn)生。該社區(qū)具有超強(qiáng)的互動(dòng)性與聚集性,與團(tuán)購的發(fā)展利益訴求不謀而和,進(jìn)一步促進(jìn)了團(tuán)購市場的發(fā)展。虛擬社區(qū)的形成與成長,催生了自發(fā)團(tuán)購的發(fā)展,進(jìn)一步促進(jìn)了新型電子商務(wù)模式的產(chǎn)生。 虛擬社區(qū)的產(chǎn)生帶來了新的交易方式與溝通模式,為網(wǎng)絡(luò)營銷實(shí)踐提供了新的借鑒。虛擬社區(qū)自發(fā)團(tuán)購參與者為社區(qū)成員,通過非正式溝通達(dá)成群體交易,信息采納直接關(guān)系著交易的成敗。遺憾的是,目前國內(nèi)理論界多關(guān)注商業(yè)團(tuán)購的研究,而忽視了虛擬社區(qū)自發(fā)團(tuán)購的網(wǎng)絡(luò)消費(fèi)行為的分析；前人研究多局限于在線評(píng)論的采納行為,缺乏對(duì)交易類信息采納行為的研究。以至于虛擬中的交易運(yùn)營者無法獲取科學(xué)的理論指導(dǎo),無法針對(duì)虛擬社區(qū)交易的特征制定有效的經(jīng)營管理方案,在某程度上制約了虛擬社區(qū)自發(fā)團(tuán)購的進(jìn)一步發(fā)展。 因而,本研究以虛擬社區(qū)自發(fā)團(tuán)購者為研究對(duì)象,以自發(fā)團(tuán)購信息采納為研究內(nèi)容,以信息采納理論與傳播說服理論為理論支撐,結(jié)合期望理論,以感知有用性和感知期望為中間變量,從虛擬社區(qū)自發(fā)團(tuán)購的信源、信息、信宿三個(gè)方面構(gòu)建結(jié)構(gòu)方程模型,實(shí)證探討虛擬社區(qū)自發(fā)團(tuán)購用戶信息采納的影響因素。 研究從水木社區(qū)以及北郵人論壇自發(fā)團(tuán)購用戶獲取研究數(shù)據(jù),通過SPSS17.0和AMOS17.0等軟件對(duì)相關(guān)數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、信度分析、效度分析、結(jié)構(gòu)方程模型檢驗(yàn)和擬合度檢驗(yàn),實(shí)證研究表明：(1)感知有用性和感知期望是重要的中介變量,對(duì)虛擬社區(qū)自發(fā)團(tuán)購信息采納行為有顯著的正向影響作用；(2)信源專業(yè)性、熟悉度、信息質(zhì)量、信宿的網(wǎng)購經(jīng)驗(yàn)與感知有用性和感知期望有顯著的正向影響作用；(3)信源與信宿的同質(zhì)性對(duì)感知有用性和感知期望無顯著影響。研究結(jié)論為虛擬社區(qū)自發(fā)團(tuán)購各利益相關(guān)方提出了建設(shè)性意見。
[Abstract]:The rapid development of the Internet has not only generated a huge potential online shopping market, but also broke through the constraints of geographical location, so that people from all over the world can exchange and interact anytime and anywhere. Promote the emergence of the virtual community. This community has a super interactive and agglomeration, and the development interests of the group purchase demand does not seek and further promote the development of the group purchase market, the formation and growth of the virtual community. Hastening the development of spontaneous group buying, and further promoting the emergence of a new e-commerce model. The emergence of virtual community brings a new transaction mode and communication mode, which provides a new reference for network marketing practice. Virtual community spontaneous group buying participants are community members, through informal communication to achieve group transactions. Information adoption is directly related to the success or failure of the transaction. Unfortunately, at present, the domestic theoretical circle pays more attention to the research of business group purchase, but neglects the analysis of the online consumption behavior of spontaneous group purchase in virtual community. Previous studies are mostly limited to the adoption of online reviews and lack of research on the information adoption of transaction, so that the virtual transaction operators can not obtain scientific theoretical guidance. It is impossible to formulate an effective management scheme according to the characteristics of virtual community transaction, which restricts the further development of spontaneous group buying in virtual community to a certain extent. Therefore, this study takes the virtual community spontaneous group buyers as the research object, the spontaneous group purchase information adoption as the research content, the information adoption theory and the dissemination persuasion theory as the theoretical support, unifies the expectation theory. Taking perceived usefulness and perceived expectation as intermediate variables, the structural equation model is constructed from three aspects: the information source, the information and the information of the spontaneous group purchase in the virtual community. An empirical study of the virtual community spontaneous group purchase user information adoption factors. The research obtains the research data from the community of Shuimu and the spontaneous group buying users of the Beiyou people Forum, and carries on the descriptive statistical analysis and the reliability analysis to the related data through the software such as SPSS17.0 and AMOS17.0. Validity analysis, structural equation model test and fitting test, empirical research shows that: 1) perceived usefulness and perceived expectation are important intermediary variables. It has a significant positive effect on the information adoption behavior of spontaneous group purchase in virtual community. (2) the specialty of information source, familiarity, information quality, experience of online shopping, perceived usefulness and perceptual expectation have significant positive effects; (3) the homogeneity of the information source and the hostel has no significant influence on perceived usefulness and perceived expectation. The conclusion of the study provides constructive suggestions for all stakeholders of spontaneous group buying in virtual community.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6

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本文編號(hào)：1386062