發(fā)布時間：2018-01-13 06:27

  本文關鍵詞：消費者接受社會商業(yè)：技術接受和使用的延伸統(tǒng)一理論的應用　出處：《中國科學技術大學》2017年博士論文　論文類型：學位論文

  更多相關文章： UTAUT2 社交媒體 社會支持 社交商務 巴基斯坦 文化

【摘要】：社交電子商務屬于電子商務的一個子集,它兼有社交媒體與電子商務的特性。如今,社交媒體成為全球傳播信息的最快捷方式�；ヂ�(lián)網(wǎng)商家正在將社交媒體納入業(yè)務范圍,并試圖從Web 2.0技術中獲益。Web 2.0技術允許在線消費者之間進行社交。消費者喜歡在網(wǎng)上購物之前和之后分享他們的產(chǎn)品和服務的相關經(jīng)驗。技術在人類生活中成為永恒的參與。Web 2.0技術支撐的社交媒體是當今商業(yè)的核心部分。個體在各個社交媒體平臺上花費越來越多的時間來聯(lián)系他們的朋友,同事,家庭成員,賣家,以及其他人。這些人群對于商家來說擁有巨大的潛力,商家可以通過社交媒體利用這些人群來實現(xiàn)商業(yè)目標。本研究的目的是為了調查巴基斯坦消費者通過社交媒體網(wǎng)站進行購買意圖的影響因素研究。本文采用了擴展的技術接受和使用統(tǒng)一理論(UTAUT2),增加了新的構念,比如社會支持,社交商務構建,信任,創(chuàng)新。此外,我們還考慮了將文化因素作為調節(jié)變量。數(shù)據(jù)來自巴基斯坦458個社交媒體網(wǎng)站用戶。使用PLS3.0-SEM,結果顯示,績效預期,習慣,價格節(jié)約導向,社會支持,社交商務構建,和信任與行為意圖有正相關關系。這些結果進一步證實,便利的條件,習慣和行為意圖與使用行為有正相關關系。文化維度(個人主義/集體主義,不確定性回避和男性化/女性化)的也被發(fā)現(xiàn)有顯著的調節(jié)作用。技術接受度在不同領域受到重視,但很少有研究將UTAUT2模型應用于社交商務情境。本文同時對理論和實踐意義也做了進一步探討。
[Abstract]:Social electronic commerce is a subset of electronic commerce, which has the characteristics of both social media and electronic commerce. Social media is the quickest way to spread information around the world. Internet businesses are bringing social media into business. And try to benefit from Web 2.0 technology. 2.0 technology allows online consumers to socialize with each other. Consumers like to share experiences with their products and services before and after shopping online. Technology becomes permanent participation in human life. Web. Social media, supported by 2.0 technologies, is at the heart of today's business. Individuals are increasingly spending time on various social media platforms to reach out to their friends. Colleagues, family members, sellers, and others. These people have great potential for businesses. The purpose of this study is to investigate the factors influencing the purchase intention of Pakistani consumers through social media sites. Unified Theory of Technology acceptance and use (. UTAUT2). Added new constructs, such as social support, social business building, trust, innovation. We also considered cultural factors as adjustment variables. The data came from 458 social media users in Pakistan using PLS3.0-SEM, and the results showed that performance expectations, habits. There is a positive correlation between cost-saving orientation, social support, social business construction, and trust and behavioral intent. These results further confirm the convenience conditions. There is a positive correlation between habit and behavioral intention and using behavior. Cultural dimension (individualism / collectivism). Uncertainty avoidance and masculinity / feminization) have also been found to play a significant regulatory role. However, few studies have applied the UTAUT2 model to the social business situation, and the theoretical and practical significance is also discussed in this paper.
【學位授予單位】：中國科學技術大學
【學位級別】：博士
【學位授予年份】：2017
【分類號】：F724.6;F721
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本文編號：1417870