本文選題：網(wǎng)絡(luò)社區(qū) + 虛擬社區(qū)�。� 參考：《華中科技大學》2012年博士論文

【摘要】：網(wǎng)絡(luò)社區(qū)已經(jīng)成為新的消費者交互平臺。網(wǎng)絡(luò)社區(qū)的出現(xiàn)所帶來的消費者之間交互行為的改變已經(jīng)引起了學術(shù)界和企業(yè)界的重視。虛擬社區(qū)和SNS是網(wǎng)絡(luò)社區(qū)的主流形式,二者具有顯著的差異,并且會長期共存,企業(yè)的實際工作涉及到這二個社區(qū)環(huán)境下的營銷策略問題。因此,本論文的研究目標是揭示網(wǎng)絡(luò)社區(qū)環(huán)境下交互對消費者購買意愿的影響機制,以及對比該影響機制在虛擬社區(qū)與SNS二個環(huán)境下的差異。 本論文以技術(shù)接受模型(TAM)為理論基礎(chǔ),以交互維度為外部刺激變量,以感知有用、認知信任和感知期望匹配維度為心理反應變量,以購買意愿維度為行為反應變量,提出了網(wǎng)絡(luò)社區(qū)環(huán)境下交互對消費者購買意愿影響的概念模型；通過對消費者購買前網(wǎng)絡(luò)社區(qū)交互經(jīng)歷的調(diào)查獲取研究數(shù)據(jù),在此基礎(chǔ)上,采用統(tǒng)計實證分析法對概念模型進行了驗證。整個實證研究過程分為二個預研究、一個基本概念模型檢驗和一個調(diào)節(jié)變量檢驗四個部分,這四個部分的研究內(nèi)容及得出的主要結(jié)論如下： 預研究一：構(gòu)建計劃-交互-反應模型。本部分通過對TAM進行修改構(gòu)建了解釋交互情形中消費者心理和行為反應過程的“計劃-交互-反應模型”。以數(shù)碼/家電類產(chǎn)品購買為研究情形,通過對有過這類產(chǎn)品購買前網(wǎng)絡(luò)社區(qū)交互經(jīng)歷的消費者進行調(diào)查,獲取研究數(shù)據(jù),采用PLS統(tǒng)計分析方法對該模型進行了檢驗,并對比了該模型與TAM的解釋能力。研究結(jié)果表明計劃-交互-反應模型能夠用來解釋交互情形中的消費者反應過程：感知有用、認知信任和感知期望匹配是購買意愿的重要前因,感知有用和認知信任對感知期望匹配有顯著影響,同時,認知信任對感知有用有顯著影響；另外,從解釋能力來看,在整體的網(wǎng)絡(luò)社區(qū)環(huán)境下,計劃-交互-反應模型比TAM的解釋能力提高了3%(△R2=3%)；在虛擬社區(qū)環(huán)境下,計劃-交互-反應模型比TAM的解釋能力也提高了3%(△R2=3%)；在SNS環(huán)境下,計劃-交互-反應模型比TAM的解釋能力提高了4%(△R2=4%)。 預研究二：構(gòu)建交互維度。本部分以信息傳播模式為理論基礎(chǔ)提出了交互的維度,并開發(fā)了測量量表。通過對有過購買前網(wǎng)絡(luò)社區(qū)交互經(jīng)歷的消費者的交互活動特征進行調(diào)查,獲取研究數(shù)據(jù),采用PLS統(tǒng)計分析方法進行了驗證性因子分析。研究結(jié)果表明：可以從信源質(zhì)量、關(guān)系強度、信息質(zhì)量和交互氛圍四個維度來測量消費者的網(wǎng)絡(luò)社區(qū)交互活動。 基本概念模型：構(gòu)建網(wǎng)絡(luò)社區(qū)環(huán)境下交互對消費者購買意愿的影響機制模型。本部分在二個預研究結(jié)論的基礎(chǔ)上,通過對有過購買前網(wǎng)絡(luò)社區(qū)交互經(jīng)歷的消費者的交互活動特征和反應過程進行調(diào)查,獲取研究數(shù)據(jù),采用PLS統(tǒng)計分析方法對不含調(diào)節(jié)變量的基本概念模型進行檢驗。研究結(jié)果表明：感知有用、認知信任和感知期望匹配是影響消費者購買意愿的前因,感知有用和認知信任對感知期望匹配有顯著影響,認知信任、信息質(zhì)量和交互氛圍對感知有用有顯著影響,另外,信源質(zhì)量、關(guān)系強度、信息質(zhì)量和交互氛圍對認知信任有顯著影響。 調(diào)節(jié)變量檢驗：比較虛擬社區(qū)與SNS環(huán)境下的差異。本部分將基本概念模型檢驗部分收集的數(shù)據(jù)按交互平臺的差異分為虛擬社區(qū)和SNS兩類,采用PLS統(tǒng)計分析方法分別檢驗二個社區(qū)環(huán)境下交互對消費者購買意愿的影響機制模型,并采用多組分析方法比較二個模型的差異。研究結(jié)果表明：信源質(zhì)量、信息質(zhì)量和交互氛圍對感知有用的影響在二個社區(qū)環(huán)境下存在差異；信源質(zhì)量、關(guān)系強度和信息質(zhì)量對認知信任的影響在二個社區(qū)環(huán)境下存在差異；其它路徑在二個社區(qū)環(huán)境下不存在差異。 此外,本研究根據(jù)實證研究得出的結(jié)論,提出了相應的營銷啟示。
[Abstract]:The network community has become the new consumer interactive platform . The change of interaction between consumers brought by the emergence of the network community has attracted the attention of the academic community and the business community . Virtual community and SNS are the mainstream forms of the network community . Both of them have significant differences and can coexist for a long time . Therefore , the research goal of this paper is to reveal the influence mechanism of interaction on consumers ' purchase will in the network community environment , and compare the difference between the influence mechanism in the two environments of virtual community and SNS .
Based on the technology acceptance model ( TAM ) , this paper takes the interactive dimension as the external stimulus variable to sense useful , cognitive trust and perceived expectation matching dimension as the psychological response variable , and the intention dimension as the behavioral response variable , and puts forward a conceptual model of interaction on the consumer ' s willingness to purchase under the network community environment .
Based on the investigation of the interaction experiences of pre - purchase network communities , the concept model is verified by statistical empirical analysis . The whole empirical research process is divided into two pre - study , one basic concept model test and one adjustment variable test four parts . The main conclusions of these four parts are as follows :
The research results show that the plan - interaction - response model can be used to explain the customer ' s reaction process in the interactive situation . The results show that the plan - interaction - response model can be used to explain the consumer reaction process in the interactive situation : the perceived usefulness , the cognitive trust and the perceived expectation match are the important factors of the willingness to buy , the perceived usefulness and the cognitive trust have a significant impact on the perceived expectation matching , and the cognitive trust has a significant impact on perception .
In addition , in the overall network community environment , the planning - interaction - response model is improved by 3 % ( 鈻，

本文編號：1887938