本文選題：Pinterest模式 + 社會化電子商務(wù)��； 參考：《天津科技大學(xué)》2017年碩士論文

【摘要】：隨著Web2.0技術(shù)的迅速發(fā)展,社交媒體應(yīng)運而生,用戶自生內(nèi)容與分享已成為社會不可逆轉(zhuǎn)的潮流。在Web2.0時代,社交媒體與電子商務(wù)的結(jié)合緩解了傳統(tǒng)電子商務(wù)用戶粘度較低等難題,社會化電子商務(wù)成為電子商務(wù)發(fā)展的必然趨勢。Pinterest模式是以瀑布流形式展現(xiàn)圖片,并融合興趣社交元素和商務(wù)元素的一種社會化電子商務(wù)模式。Pinterest模式下社會化電子商務(wù)網(wǎng)站聚焦于休閑和娛樂,提供個性化用戶界面和定制化推薦功能,其關(guān)鍵特征表現(xiàn)在弱連接、樂趣、互惠、個性化和視覺吸引力五個方面。目前,Pinterest模式已成為發(fā)展最為迅速的社會化電子商務(wù)模式之一,探討Pinterest模式下社會化電子商務(wù)網(wǎng)站用戶購買意愿的影響因素,不僅有利于提高網(wǎng)站對用戶的吸引力,而且對網(wǎng)站保持競爭力和穩(wěn)定發(fā)展具有一定的現(xiàn)實意義。本文基于Pinterest模式下社會化電子商務(wù)的關(guān)鍵特征,結(jié)合技術(shù)接受模型、社會資本理論、動機理論以及相關(guān)研究成果,構(gòu)建了 Pinterest模式下社會化電子商務(wù)網(wǎng)站用戶購買意愿的研究模型,并設(shè)計相應(yīng)量表和調(diào)查問卷,問卷調(diào)查的對象為Pinterest網(wǎng)站、美麗說、蘑菇街、堆糖網(wǎng)和花瓣網(wǎng)的用戶。通過問卷星平臺發(fā)放和回收調(diào)查問卷,利用統(tǒng)計學(xué)軟件SPSS20和結(jié)構(gòu)方程模型軟件AMOS21對所回收的調(diào)查問卷的樣本數(shù)據(jù)進行分析處理。數(shù)據(jù)結(jié)果表明:社會資本關(guān)系維度對關(guān)系質(zhì)量產(chǎn)生正向影響,其中社區(qū)認(rèn)可對關(guān)系質(zhì)量的影響最大,其次是互惠和信任。感知樂趣、感知個性化和關(guān)系質(zhì)量對感知有用性有正向影響,其中感知樂趣對感知有用性的影響最大,其次是感知個性化和關(guān)系質(zhì)量。關(guān)系質(zhì)量和感知有用性對購買意愿產(chǎn)生正向影響,感知有用性對購買意愿影響最大。根據(jù)數(shù)據(jù)分析結(jié)果,針對我國Pinterest模式下社會化電子商務(wù)網(wǎng)站的發(fā)展提出以下四點建議:(1)構(gòu)建擁有大量社會資本的購物環(huán)境,營造良好的關(guān)系網(wǎng)絡(luò);(2)增加網(wǎng)絡(luò)信任;(3)聚焦休閑和娛樂,保持網(wǎng)站享樂性;(4)支持個性化界面和推薦,保持網(wǎng)站創(chuàng)新能力。論文最后,對全文進行總結(jié),并提出未來的研究展望。
[Abstract]:With the rapid development of Web2.0 technology, social media emerge as the times require. In the era of Web2.0, the combination of social media and electronic commerce alleviates the problem of low viscosity of traditional e-commerce users, and social e-commerce becomes the inevitable trend of e-commerce development. Pinterest mode shows pictures in the form of waterfall flow. And a social e-commerce model. Pinterest, which combines social elements of interest with business elements, focuses on leisure and entertainment, and provides personalized user interfaces and customized recommendation functions. Its key features are weak connectivity, fun, reciprocity, personalization and visual attractiveness. At present, the Pinterest model has become one of the most rapidly developing social e-commerce models. It is not only helpful to improve the attractiveness of the website to users, but also to explore the influence factors of the users' purchase intention under the Pinterest mode. And to maintain the competitiveness and stable development of the website has a certain practical significance. Based on the key features of socialized electronic commerce in Pinterest mode, this paper combines technology acceptance model, social capital theory, motivation theory and related research results. This paper constructs a research model of users' willingness to buy in social e-commerce sites under the Pinterest model, and designs corresponding scales and questionnaires. The subjects of the questionnaires are users of Pinterest website, beautiful saying, Mogujie, stacks of sugar and petal net. Through issuing and retrieving the questionnaire from the star platform, the statistical software SPSS20 and the structural equation model software AMOS21 are used to analyze and process the collected sample data of the questionnaire. The results show that the relationship dimension of social capital has a positive impact on relationship quality, in which community recognition has the greatest impact on relationship quality, followed by reciprocity and trust. Perceived fun, perceived personalization and relationship quality have positive effects on perceived usefulness, among which perceived fun has the greatest influence on perceived usefulness, followed by perceived individualization and relational quality. Relationship quality and perceived usefulness have positive effects on purchase intention, while perceived usefulness has the greatest influence on purchase intention. According to the results of data analysis, this paper puts forward the following four suggestions on the development of socialized e-commerce websites under the Pinterest model in China: 1) Building a shopping environment with a large amount of social capital. Create a good relationship network (2) increase network trust (3) focus on leisure and entertainment, to maintain the website hedonic (4) to support personalized interface and recommendations, and maintain the innovative ability of the website. Finally, the paper summarizes the full text and puts forward the future research prospects.
【學(xué)位授予單位】：天津科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F713.55

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