本文選題：農(nóng)村地區(qū)互聯(lián)網(wǎng)商務(wù)交易 + 使用行為��； 參考：《北京郵電大學(xué)》2014年碩士論文

【摘要】：互聯(lián)網(wǎng)帶動(dòng)地區(qū)經(jīng)濟(jì)發(fā)展的成功案例促使農(nóng)村地區(qū)不斷探索如何利用互聯(lián)網(wǎng)提高收入,提升生活質(zhì)量。以電子商務(wù)為代表的互聯(lián)網(wǎng)商務(wù)交易是農(nóng)村地區(qū)扶貧致富方面的重要途徑�；仡櫛姸鄬W(xué)者對(duì)農(nóng)村地區(qū)互聯(lián)網(wǎng)商務(wù)交易研究,停留于對(duì)某一區(qū)域的農(nóng)村電子商務(wù)發(fā)展宏觀層面的問(wèn)題探討,缺乏對(duì)個(gè)體的針對(duì)性研究。因此有必要以農(nóng)村居民為研究對(duì)象,并從使用行為出發(fā)探討互聯(lián)網(wǎng)商務(wù)交易在農(nóng)村市場(chǎng)的使用滲透情況,以更加深入了解其發(fā)展局限。 本文通過(guò)總結(jié)創(chuàng)新擴(kuò)散研究成果,以近期學(xué)者所重視的使用擴(kuò)散模型作為文本研究的基礎(chǔ)模型。從農(nóng)村居民社會(huì)行為、消費(fèi)行為和網(wǎng)民構(gòu)成的農(nóng)村居民特征角度出發(fā),結(jié)合Shih and Venkatesh提出的影響因素維度框架,構(gòu)建適用于農(nóng)村地區(qū)互聯(lián)網(wǎng)商務(wù)交易使用擴(kuò)散的影響因素體系。通過(guò)對(duì)河北省五個(gè)村莊居民實(shí)地發(fā)放問(wèn)卷獲得實(shí)證數(shù)據(jù),共回收256份有效問(wèn)卷。然后運(yùn)用描述性統(tǒng)計(jì)分析、2SLS分析、MNL分析和ANOVA分析,對(duì)樣本特征、使用擴(kuò)散影響因素、使用擴(kuò)散模式以及使用擴(kuò)散結(jié)果進(jìn)行科學(xué)分析。通過(guò)實(shí)證研究表明(1)本研究建立的使用擴(kuò)散模型能夠很好的適用于農(nóng)村地區(qū)用戶使用行為分析；(2)影響因素中消費(fèi)多樣性、溝通密度、感知易用性、使用經(jīng)驗(yàn)和社會(huì)支持性正向顯著影響使用者的使用行為(即使用多樣性和使用率),科技使用競(jìng)爭(zhēng)、挫折感負(fù)向顯著影響使用者行為；(3)不同使用者類型對(duì)使用擴(kuò)散影響因素認(rèn)知差異顯著,其中非專業(yè)使用者與模型中的影響因素相關(guān)度最高；(4)不同使用對(duì)未來(lái)新業(yè)務(wù)的興趣具有顯著差異,非專業(yè)使用者興趣度最高,有限使用者最低。 基于研究結(jié)論,本文從觀念引導(dǎo)、產(chǎn)品宣傳、產(chǎn)品設(shè)計(jì)、區(qū)隔行銷以及社會(huì)支持活動(dòng)五個(gè)方面對(duì)互聯(lián)網(wǎng)商務(wù)交易服務(wù)提供者以及政府組織提出了提高互聯(lián)網(wǎng)商務(wù)交易發(fā)展,提高農(nóng)村市場(chǎng)滲透率的建議。
[Abstract]:The successful case of the Internet driving regional economic development urges the rural areas to explore how to use the Internet to raise income and improve the quality of life. Internet business transaction represented by e-commerce is an important way to reduce poverty and become rich in rural areas. This paper reviews many scholars' researches on Internet business transactions in rural areas, and focuses on the macro-level of rural e-commerce development in a certain region, but lacks of specific research on individuals. Therefore, it is necessary to take rural residents as the research object, and discuss the usage and penetration of Internet business transactions in rural market from the perspective of using behavior, in order to understand its development limitations more deeply. By summarizing the research results of innovation diffusion, this paper uses the diffusion model, which has been paid more attention by scholars recently, as the basic model of text research. From the perspective of rural residents' social behavior, consumption behavior and the characteristics of rural residents made up of Internet users, and combined with the dimensional framework of influencing factors proposed by Shih and Venkatesh, this paper constructs a system of influencing factors suitable for the spread of Internet business transactions in rural areas. Based on the questionnaire of five villages in Hebei province, 256 valid questionnaires were collected. Then, using descriptive statistical analysis and ANOVA analysis, the sample characteristics, diffusion influencing factors, diffusion model and diffusion results are analyzed scientifically. The empirical study shows that the model can be well applied to the analysis of user use behavior in rural areas. (2) consumption diversity, communication density, perceived ease of use can be affected by the factors. Use experience and social support have a significant positive impact on the user's use behavior (i.e., use diversity and utilization rate), competition in the use of technology, The negative effect of frustration on user behavior was significant (P < 0.05). Among them, non-professional users have the highest correlation with the influencing factors in the model. (4) the interest of non-professional users is the highest and that of limited users is the lowest. Based on the conclusion of the research, this paper proposes to improve the development of Internet business transaction from five aspects: concept guidance, product promotion, product design, partition marketing and social support activities. Suggestions for increasing market penetration in rural areas.
【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】：2014
【分類號(hào)】：F224;F323.7;F724.6

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