本文關(guān)鍵詞：移動社交電子商務(wù)用戶使用意愿研究　出處：《西北大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 移動社交電子商務(wù) UTAUT模型 使用意愿

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的進步,社交平臺蓬勃發(fā)展,傳統(tǒng)電子商務(wù)與移動社交網(wǎng)絡(luò)的結(jié)合,催生了移動社交電子商務(wù)。以“京東微信購物”、“手機QQ購物”、“微博購物”為代表的移動社交電子商務(wù)開啟電子商務(wù)新模式。用戶在移動社交網(wǎng)絡(luò)的使用過程中,已不僅僅局限于進行日常交流與分享,同時也會進行購物活動,借助于微信、QQ等社交平臺,用戶可以邊社交邊進行電子商務(wù)活動。用戶使用移動社交電子商務(wù),意味著用戶愿意通過移動社交平臺發(fā)生購買商品或服務(wù)的行為。本文在整理有關(guān)移動電子商務(wù)用戶使用意愿文獻時,發(fā)現(xiàn)“信任”、“感知風(fēng)險”、“感知樂趣”這三個變量往往會影響用戶對網(wǎng)絡(luò)購物的使用意向。本文基于整合型技術(shù)接受模型(UTAUT),在原模型自變量:績效期望、努力期望、社會影響的基礎(chǔ)上,引入“信任”、“感知風(fēng)險”以及“感知樂趣”,其中,績效期望、努力期望、社會影響、感知樂趣、感知風(fēng)險為自變量,信任為中介變量,構(gòu)建移動社交電子商務(wù)用戶接受模型,并提出假設(shè)。其次,通過網(wǎng)絡(luò)發(fā)放調(diào)查問卷,進行調(diào)研和收集數(shù)據(jù),使用SPSS、AMOS軟件對收回有效的425份問卷進行分析,得出以下實證結(jié)果:(1)信任、社會影響、感知樂趣、績效期望、努力期望對用戶使用移動社交電子商務(wù)的意愿,有正向的影響作用;用戶所感知的風(fēng)險對其使用移動社交電子商務(wù)意愿起著負向的影響作用,是用戶愿意使用移動社交電子商務(wù)的阻礙因素。其中,信任對用戶使用意愿影響最大,其次是績效期望、感知樂趣、感知風(fēng)險、社會影響、努力期望。(2)用戶的信任在績效期望、感知樂趣、感知風(fēng)險與用戶使用意愿之間,起中介作用。最后,基于實證結(jié)果,對促進移動社交電子商務(wù)的發(fā)展提出建議,從以下幾個方面著手:降低感知風(fēng)險,提高用戶的信任;提供個性化服務(wù),提高有用性;提高有趣性感知;重視社會影響,發(fā)揮口碑效應(yīng)。
[Abstract]:With the progress of Internet technology, social platform is booming. The combination of traditional electronic commerce and mobile social network has given birth to mobile social electronic commerce. "JingDong WeChat shopping", "Mobile QQ shopping". "Weibo Shopping" is the representative of mobile social e-commerce to open a new model of e-commerce. In the use of mobile social networks, users are not limited to daily exchanges and sharing. At the same time will also carry out shopping activities, with the help of WeChat QQ and other social platforms, users can socialize while doing e-commerce activities. Users use mobile social e-commerce. It means that users are willing to purchase goods or services through mobile social platforms. This paper finds "trust" and "perceived risk" when sorting out the literature about the willingness of mobile e-commerce users to use. "perceived fun" these three variables will often affect the user's intention to use online shopping. This paper based on the integrated technology acceptance model UTAUTT, in the original model variables: performance expectations, hard expectations. On the basis of social influence, we introduce "trust", "perceived risk" and "perceived fun", in which performance expectation, effort expectation, social impact, perceived pleasure and perceived risk are independent variables. Trust as an intermediary variable, build a mobile social e-commerce user acceptance model, and put forward assumptions. Secondly, through the network distribution of questionnaires, research and data collection, using SPSS. The AMOS software analyzed 425 valid questionnaires, and obtained the following empirical results: trust, social impact, perceived fun, and performance expectations. Try to expect to have a positive impact on the willingness of users to use mobile social e-commerce; The perceived risk of users has a negative impact on their willingness to use mobile social electronic commerce and is the hindrance factor of users' willingness to use mobile social electronic commerce. Among them, trust has the greatest impact on users' willingness to use electronic commerce. The second is performance expectation, perceived fun, perceived risk, social impact, effort expectation. 2) user trust plays a mediating role between performance expectation, perceived fun, perceived risk and user's willingness to use. Based on the empirical results, some suggestions are put forward to promote the development of mobile social electronic commerce from the following aspects: reducing perceived risk and enhancing users' trust; Provide personalized services to improve usefulness; Improve interesting and sexy knowledge; Pay attention to the social influence, give play to the word-of-mouth effect.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F724.6;F713.55
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本文編號：1401388