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

  更多相關文章： 虛擬社區(qū)自發(fā)團購 信息采納 期望理論 傳播說服

【摘要】：互聯(lián)網(wǎng)的高速發(fā)展,不僅產生了潛力巨大的網(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隨地進行交流互動,促使了虛擬社區(qū)的產生。該社區(qū)具有超強的互動性與聚集性,與團購的發(fā)展利益訴求不謀而和,進一步促進了團購市場的發(fā)展。虛擬社區(qū)的形成與成長,催生了自發(fā)團購的發(fā)展,進一步促進了新型電子商務模式的產生。 虛擬社區(qū)的產生帶來了新的交易方式與溝通模式,為網(wǎng)絡營銷實踐提供了新的借鑒。虛擬社區(qū)自發(fā)團購參與者為社區(qū)成員,通過非正式溝通達成群體交易,信息采納直接關系著交易的成敗。遺憾的是,目前國內理論界多關注商業(yè)團購的研究,而忽視了虛擬社區(qū)自發(fā)團購的網(wǎng)絡消費行為的分析；前人研究多局限于在線評論的采納行為,缺乏對交易類信息采納行為的研究。以至于虛擬中的交易運營者無法獲取科學的理論指導,無法針對虛擬社區(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)團購的進一步發(fā)展。 因而,本研究以虛擬社區(qū)自發(fā)團購者為研究對象,以自發(fā)團購信息采納為研究內容,以信息采納理論與傳播說服理論為理論支撐,結合期望理論,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)團購的信源、信息、信宿三個方面構建結構方程模型,實證探討虛擬社區(qū)自發(fā)團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)團購用戶獲取研究數(shù)據(jù),通過SPSS17.0和AMOS17.0等軟件對相關數(shù)據(jù)進行描述性統(tǒng)計分析、信度分析、效度分析、結構方程模型檢驗和擬合度檢驗,實證研究表明：(1)感知有用性和感知期望是重要的中介變量,對虛擬社區(qū)自發(fā)團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、信息質量、信宿的網(wǎng)購經(jīng)驗與感知有用性和感知期望有顯著的正向影響作用；(3)信源與信宿的同質性對感知有用性和感知期望無顯著影響。研究結論為虛擬社區(qū)自發(fā)團購各利益相關方提出了建設性意見。
[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.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6

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本文編號：1386062