本文選題：移動商務(wù) + 二維碼購物�。� 參考：《北京工業(yè)大學(xué)》2015年碩士論文

【摘要】：二維碼這種新興技術(shù)在移動購物中的應(yīng)用,使得二維碼掃描移動購物逐漸成為了一種新穎、時尚、便捷的購物方式,二維碼移動購物發(fā)展的前提條件是用戶采納和使用二維碼掃描進行購物,用戶接受與否直接決定二維碼購物這一應(yīng)用的成敗。本研究探討了影響用戶二維碼購物使用行為的因素和作用機理,對二維碼移動購物的發(fā)展有著重要的現(xiàn)實意義。本文將技術(shù)接受模型應(yīng)用于二維碼移動購物領(lǐng)域的用戶影響因素研究。本文定義了影響用戶接受二維碼移動購物的基礎(chǔ)變量,并對各個基礎(chǔ)變量之間的關(guān)系作出了六個研究關(guān)系假設(shè),構(gòu)建出初始技術(shù)接受基礎(chǔ)模型。然后結(jié)合二維碼購物的特點及用戶使用情境,進一步分析了二維碼移動購物中的用戶影響因素,引入感知成本、感知娛樂、感知風(fēng)險、網(wǎng)絡(luò)外部性、日常易受他人影響五個擴展變量,構(gòu)建出了二維碼購物的技術(shù)接受擴展模型。本文同時參考相關(guān)研究領(lǐng)域的經(jīng)典量表,綜合有關(guān)專家的意見為研究模型設(shè)計調(diào)查問卷搜集數(shù)據(jù)。對問卷和數(shù)據(jù)采用信度分析,因子分析方法,證明了樣本數(shù)據(jù)具有較高的可信度,問卷各個類選項之間具有一定的穩(wěn)定性和一致性。并使用結(jié)構(gòu)方程模型對各個潛在變量之間的關(guān)系假設(shè)進行驗證分析,最終對二維碼移動購物的技術(shù)接受擴展模型進行了修正,并對研究結(jié)果進行解釋分析。本文實證結(jié)果顯示,感知有用性和感知娛樂性是影響消費者使用二維碼購物的最關(guān)鍵性因素,感知易用、感知成本、感知風(fēng)險、感知行為控制、日常易受影響也是消費者接受二維碼購物的影響因素,而網(wǎng)絡(luò)外部性對用戶的使用態(tài)度沒有顯著影響。實證結(jié)果預(yù)期能夠為市場各方的決策者提供參考和決策依據(jù),能夠促進我國二維碼購物平臺的發(fā)展,同時也為移動商務(wù)其他應(yīng)用發(fā)展提供借鑒。
[Abstract]:The application of the new technology of QR code in mobile shopping makes it become a novel, fashionable and convenient shopping way. The precondition of the development of the mobile shopping is that the users adopt and use the two-dimension code scanning for shopping, and the acceptance of the users directly determines the success or failure of the application of the two-dimension code shopping. This study discusses the factors and mechanism that affect the user's shopping behavior of QR code, which has important practical significance for the development of QR code mobile shopping. In this paper, the technology acceptance model is applied to the research of user influencing factors in the area of mobile shopping. In this paper, we define the basic variables that affect the user's acceptance of QR mobile shopping, and make six hypotheses on the relationship between the basic variables, and construct the initial technology acceptance model. Then combined with the characteristics of two-dimensional code shopping and user usage situation, this paper further analyzes the user influence factors in two-dimensional code mobile shopping, introducing perceived cost, perceived entertainment, perceived risk, network externality. In this paper, the technology acceptance extension model of two dimensional code shopping is constructed, which is easily influenced by other people. This paper also refers to the classical scale of relevant research fields and synthesizes the opinions of relevant experts to collect data for the research model design questionnaire. The reliability analysis and factor analysis method are used to analyze the questionnaire and data. It is proved that the sample data have high reliability and the questionnaire has certain stability and consistency among the various types of options. The structural equation model is used to verify and analyze the hypothesis of the relationship among the potential variables. Finally, the extended technology acceptance model of two-dimensional code mobile shopping is modified, and the research results are explained and analyzed. The empirical results show that perceived usefulness and perceived entertainment are the most important factors that affect consumers' shopping using QR codes, such as perceived ease of use, perceived cost, perceived risk, perceived behavior control. Daily vulnerability is also the influence factor of consumers' acceptance of QR code shopping, while network externality has no significant effect on users' use attitude. The empirical results are expected to provide reference and decision basis for market decision makers, promote the development of QR shopping platform in China, and also provide reference for other mobile commerce applications.
【學(xué)位授予單位】：北京工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.36;TP391.44

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本文編號：1812638