基于自我調(diào)節(jié)雙系統(tǒng)視角的中國用戶跨屏行為研究
發(fā)布時間：2020-10-12 04:37
我們生活在數(shù)字屏幕主導(dǎo)的時代,大多數(shù)人在日常生活中與多個數(shù)字屏幕進(jìn)行互動。"跨屏"被定義為同時或依次地使用多個數(shù)字屏幕來完成相關(guān)或不相關(guān)的任務(wù)�？缙列袨榈难芯空找媸艿疥P(guān)注,美國營銷科學(xué)研究所(MSI)也已開始關(guān)注這一研究領(lǐng)域,將其設(shè)為2014-2016年度重點研究領(lǐng)域,進(jìn)而拓展到2016-2018年。此前的研究沒有充分地解釋多設(shè)備環(huán)境中的用戶-設(shè)備關(guān)系,而是更側(cè)重于用戶與單個設(shè)備的互動。然而,在當(dāng)代環(huán)境中,我們與現(xiàn)代技術(shù)的互動越來越緊密,技術(shù)的作用從促進(jìn)、主導(dǎo)和影響人們的生活演變到可以改變?nèi)祟愃枷敫兄驼J(rèn)知方面的層面。由于增強(qiáng)的互動體驗,用戶行為的復(fù)雜性增加,技術(shù)的影響變得十分廣泛,所以需要進(jìn)行重新評估,以了解用戶與多屏幕之間的相互作用本論文研究重點以自我調(diào)節(jié)理論為基礎(chǔ)來解釋現(xiàn)象。一般來說,自我調(diào)節(jié)通過理性推理來實現(xiàn),以審慎的、努力的和有意識的方式發(fā)生。然而,最近社會心理學(xué)方面的研究發(fā)現(xiàn),自我調(diào)節(jié)也可以自然發(fā)生而不涉及自覺的努力。作者以跨屏行為為研究對象,研究了個人追求目標(biāo)的潛在過程中如何發(fā)展有意識和下意識的自我調(diào)節(jié)雙重體系,其中反思、自覺和審慎的自我調(diào)節(jié)模式是有意識的自我調(diào)節(jié),而沖動和自動的自我調(diào)節(jié)模式是下意識的自我調(diào)節(jié)。在中國,年輕人跨屏進(jìn)行消費(fèi)已經(jīng)成為不斷增長的顯著行為特征。本論文研究樣本集中在Y世代(1980年至2000年間出生的人被稱為年輕一代或Y世代)的跨屏行為。。在上述三個不同的研究中已經(jīng)使用不同的樣本,樣本量分別為408,344和388。為了分析主要數(shù)據(jù),本研究選擇了已廣泛應(yīng)用于社會科學(xué)研究的結(jié)構(gòu)方程模型。使用不同的軟件包進(jìn)行統(tǒng)計分析,即:SPSS,AMOS 23.0和SmartPLS 3.0。本論文研究中開展了三項獨特的研究。第一項研究旨在解釋一般的跨屏行為,而不考慮具體的使用背景,是對跨屏行為研究的首次系統(tǒng)理論闡述。該部分研究除了探索自我調(diào)節(jié)對跨屏行為的影響,還對跨屏行為趨勢及其對消費(fèi)者信息處理模型和營銷傳播的影響進(jìn)行了描述性分析。該研究進(jìn)行了系統(tǒng)的相關(guān)文獻(xiàn)綜述,介紹了全球跨屏及其流行趨勢的演變,然后通過實證數(shù)據(jù),研究了中國用戶的一般跨屏行為。實證結(jié)果說明了跨屏行為對營銷傳播的影響,以及它如何影響消費(fèi)者信息采集和購買過程。過去的研究已經(jīng)確定了消費(fèi)者信息處理的各個階段,即:需求識別,信息搜索,替代評估,購買決策和購買后評估。本研究還證實了跨屏情境下這些各個階段依然存在,但是研究也表明消費(fèi)者信息處理在現(xiàn)代數(shù)字化環(huán)境中發(fā)生了變化,用戶信息處理模型并非線性的。此外,研究表明,通過搜索引擎搜索信息是中國年輕人跨屏的最常用和流行的方法。這表明企業(yè)應(yīng)該進(jìn)一步關(guān)注其搜索引擎優(yōu)化,并確保其在線可見。結(jié)果表明,電視廣告的影響在當(dāng)代數(shù)字化環(huán)境中逐漸消失,迅速被諸如搜索引擎,評論網(wǎng)站,移動應(yīng)用,視頻和內(nèi)容共享網(wǎng)站等互動媒體所取代。因此,綜合營銷傳播應(yīng)該容易采用多屏策略。第二項研究集中在為了完成多任務(wù)而采用的跨屏,也被稱為跨媒體多任務(wù)處理。本研究第一次明確地調(diào)查了同步跨屏和順序跨屏現(xiàn)象,解釋了人們?nèi)绾卧谶@兩種不同形式的跨屏過程中達(dá)到預(yù)期目標(biāo)。研究表明,中國的00后年輕人以自覺和周到的方式主要采取跨屏行為,以自律規(guī)范其日�；顒�。在多任務(wù)的背景下,也被稱為媒體多任務(wù),結(jié)果表明意識和非意識的自我調(diào)節(jié)對跨屏行為有積極的影響。通過跨屏的多任務(wù)在年輕一代中正在上升,并且經(jīng)常在同時使用多個屏幕時執(zhí)行。了解跨屏多任務(wù)現(xiàn)象將有助于心理學(xué),市場營銷,和制造等各個領(lǐng)域的從業(yè)人員。第三項研究聚焦在線購物過程中的跨屏行為。本研究選擇問卷調(diào)查方法收集經(jīng)驗數(shù)據(jù)。采用方便抽樣方法收集16至36歲的人群數(shù)據(jù)。由于研究對象為跨屏用戶,因此通過有關(guān)跨屏經(jīng)驗的調(diào)查問題來進(jìn)行篩選。研究發(fā)現(xiàn),意識自我調(diào)節(jié)預(yù)測了網(wǎng)上購物的順序性和同時性。另一方面,無意識的自律無法確定同時使用跨屏進(jìn)行在線購物。在線購物是跨屏的頂級活動之一,年輕一代越來越多地采用跨設(shè)備渠道來實現(xiàn)購物需求,這一趨勢較高。改進(jìn)網(wǎng)路購物跨屏途徑的知識將為在線零售商,設(shè)備制造商,營銷人員和廣告客戶提供幫助,以制定適合的商業(yè)策略。此外,目前的研究針對年輕消費(fèi)者進(jìn)行了最新調(diào)查,以了解其針對手機(jī)和臺式機(jī)的在線購物平臺的可用性偏好。結(jié)果表明,消費(fèi)者對于移動商務(wù)的偏好和電子商務(wù)的偏好是情境依賴的,因為其對媒介的偏好隨著在線購物環(huán)境的不同而改變。對這些偏好的了解對相關(guān)領(lǐng)域的專業(yè)人員來說將是非常有用的,需要開發(fā)適當(dāng)?shù)臏贤�、品牌和分銷策略來實現(xiàn)收益最優(yōu)。
【學(xué)位單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：博士
【學(xué)位年份】：2017
【中圖分類】：F724.6;F274
【文章目錄】：
Abstract
摘要
List of Abbreviations and Acronyms
Chapter 1 Introduction
1.1 Background of the Research
1.2 Professional Significance and Science Contribution of the Research
1.2.1 Theoretical Significance
1.2.2 Practical Significance
1.3 Literature Review
1.3.1 Concept and Evolution of Multi-Screening
1.3.2 Emergent Multi-Screening Practices
1.3.3 Multi-Screening Trends in China
1.3.4 Media Multitasking and Multi-Screening
1.3.5 The Consumer Information Processing Model
1.3.6 Review of Research on Users' Adoption of Multi-Screening
1.3.7 Self-Regulation
1.3.8 Automatic Self-Regulation
1.3.9 The Dual System Theory
1.4 Research Objectives
1.5 Research Contents and Organization of The Document
Chapter 2 Theoretical Framework of Research
2.1 Proposed Dual System Model of Self-Regulation
2.1.1 Conscious Self-Regulation
2.1.2 Nonconscious Self-Regulation
2.1.3 Research Framework
2.2 Dimensions of Conscious Self-Regulation
2.2.1 Autonomy
2.2.2 Self-efficacy
2.2.3 Outcome Expectancy
2.3 Dimensions of Nonconscious Self-Regulation
2.3.1 Habit
2.3.2 Impulsiveness
2.4 Control Variables
2.5 Summary
Chapter 3 Research on Key Multi-Screening Trends and Effect of Self-Regulation onAdoption of Multi-Screening
3.1 Research model and hypotheses
3.2 Empirical Design of The Study
3.2.1 Instrument Development
3.2.2 Sampling and Survey Administration
3.2.3 Common Method Bias
3.3 Descriptive Analysis
3.3.1 General and Online Device Usage
3.3.2 Use of Multi-Screens in The Consumer Purchasing Process
3.4 Analysis and Results of Hypothesized Model
3.4.1 Measurement Model Development
3.4.2 Assessment of the Reflective Measures
3.4.3 Assessment of the Formative Measures
3.4.4 Structural Model Development
3.4.5 Assessment of moderating and control variables
3.5 Discussion
3.6 Summary
Chapter 4 Research Concerning Influence of Self-Regulation on Espousal of Multi-Screen Multitasking
4.1 Introduction and Background
4.1.1 Multi-Screen Multitasking
4.1.2 Media Multitasking Among University Students and Young Generation
4.1.3 Motivation for The Research
4.2 Theoretical Framework
4.3 Empirical Design
4.3.1 Instrumentation
4.3.2 Sampling and Data Collection
4.3.3 Method for Analyzing the Model
4.4 Results and Analysis
4.4.1 Measurement Model
4.4.2 Structural Model
4.5 Discussion
4.6 Summary
Chapter 5 Research on Adoption of Multi-Screening for Online Shopping andDetermining Usability Preferences for M-Commerce and E-Commerce
5.1 Study 1: Gen Y's Adoption of Multi-Screening for Online Shopping
5.1.1 Introduction and Background
5.1.2 Research Model and Hypotheses
5.1.3 Empirical Design of Research
5.1.4 Empirical Analysis and Results
5.1.5 Discussion
5.2 Study 2: Consumers' Usability Preferences for Mobile and Computer Screensfor Online Shopping Activities
5.2.1 Introduction
5.2.2 Methodology
5.2.3 Results
5.2.4 Discussion
5.3 Summary
Chapter 6 Key Implications and Recommendations
6.1 Dual Model of Self-regulation can be Useful to Explain Behavior
6.2 Professionals can Acclimate their Business Strategies by EnhancedUnderstanding of Multi-Screening and its Triggers
6.3 Consumer Information Processing Model Has Evolved in the Current Multi-Screening Environment
6.4 Search engine optimization (SEO) is key to success in multi-screening settings114
6.5 Media Multitasking is Multi-Screening Settings is Caused by Both Deliberativeand Automatic Factors
6.6 Traditional Marketing Communication Would be Less Effective in Multi-Screening Environment
6.7 Firms Should Take Advantage of multi-screening pathway of online shopping
6.8 Both Mobiles and Computers are Preferred Over One Another to PerformActivities Related on Online Shopping
Conclusion
結(jié)論
Appendix
References
Papers Published in The Period of Ph.D. Education
Acknowledgement
Resume
本文編號：2837653
【學(xué)位單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：博士
【學(xué)位年份】：2017
【中圖分類】：F724.6;F274
【文章目錄】：
Abstract
摘要
List of Abbreviations and Acronyms
Chapter 1 Introduction
1.1 Background of the Research
1.2 Professional Significance and Science Contribution of the Research
1.2.1 Theoretical Significance
1.2.2 Practical Significance
1.3 Literature Review
1.3.1 Concept and Evolution of Multi-Screening
1.3.2 Emergent Multi-Screening Practices
1.3.3 Multi-Screening Trends in China
1.3.4 Media Multitasking and Multi-Screening
1.3.5 The Consumer Information Processing Model
1.3.6 Review of Research on Users' Adoption of Multi-Screening
1.3.7 Self-Regulation
1.3.8 Automatic Self-Regulation
1.3.9 The Dual System Theory
1.4 Research Objectives
1.5 Research Contents and Organization of The Document
Chapter 2 Theoretical Framework of Research
2.1 Proposed Dual System Model of Self-Regulation
2.1.1 Conscious Self-Regulation
2.1.2 Nonconscious Self-Regulation
2.1.3 Research Framework
2.2 Dimensions of Conscious Self-Regulation
2.2.1 Autonomy
2.2.2 Self-efficacy
2.2.3 Outcome Expectancy
2.3 Dimensions of Nonconscious Self-Regulation
2.3.1 Habit
2.3.2 Impulsiveness
2.4 Control Variables
2.5 Summary
Chapter 3 Research on Key Multi-Screening Trends and Effect of Self-Regulation onAdoption of Multi-Screening
3.1 Research model and hypotheses
3.2 Empirical Design of The Study
3.2.1 Instrument Development
3.2.2 Sampling and Survey Administration
3.2.3 Common Method Bias
3.3 Descriptive Analysis
3.3.1 General and Online Device Usage
3.3.2 Use of Multi-Screens in The Consumer Purchasing Process
3.4 Analysis and Results of Hypothesized Model
3.4.1 Measurement Model Development
3.4.2 Assessment of the Reflective Measures
3.4.3 Assessment of the Formative Measures
3.4.4 Structural Model Development
3.4.5 Assessment of moderating and control variables
3.5 Discussion
3.6 Summary
Chapter 4 Research Concerning Influence of Self-Regulation on Espousal of Multi-Screen Multitasking
4.1 Introduction and Background
4.1.1 Multi-Screen Multitasking
4.1.2 Media Multitasking Among University Students and Young Generation
4.1.3 Motivation for The Research
4.2 Theoretical Framework
4.3 Empirical Design
4.3.1 Instrumentation
4.3.2 Sampling and Data Collection
4.3.3 Method for Analyzing the Model
4.4 Results and Analysis
4.4.1 Measurement Model
4.4.2 Structural Model
4.5 Discussion
4.6 Summary
Chapter 5 Research on Adoption of Multi-Screening for Online Shopping andDetermining Usability Preferences for M-Commerce and E-Commerce
5.1 Study 1: Gen Y's Adoption of Multi-Screening for Online Shopping
5.1.1 Introduction and Background
5.1.2 Research Model and Hypotheses
5.1.3 Empirical Design of Research
5.1.4 Empirical Analysis and Results
5.1.5 Discussion
5.2 Study 2: Consumers' Usability Preferences for Mobile and Computer Screensfor Online Shopping Activities
5.2.1 Introduction
5.2.2 Methodology
5.2.3 Results
5.2.4 Discussion
5.3 Summary
Chapter 6 Key Implications and Recommendations
6.1 Dual Model of Self-regulation can be Useful to Explain Behavior
6.2 Professionals can Acclimate their Business Strategies by EnhancedUnderstanding of Multi-Screening and its Triggers
6.3 Consumer Information Processing Model Has Evolved in the Current Multi-Screening Environment
6.4 Search engine optimization (SEO) is key to success in multi-screening settings114
6.5 Media Multitasking is Multi-Screening Settings is Caused by Both Deliberativeand Automatic Factors
6.6 Traditional Marketing Communication Would be Less Effective in Multi-Screening Environment
6.7 Firms Should Take Advantage of multi-screening pathway of online shopping
6.8 Both Mobiles and Computers are Preferred Over One Another to PerformActivities Related on Online Shopping
Conclusion
結(jié)論
Appendix
References
Papers Published in The Period of Ph.D. Education
Acknowledgement
Resume
本文編號：2837653
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