本文關(guān)鍵詞：消費(fèi)者接受社會(huì)商業(yè)：技術(shù)接受和使用的延伸統(tǒng)一理論的應(yīng)用　出處：《中國(guó)科學(xué)技術(shù)大學(xué)》2017年博士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： UTAUT2 社交媒體 社會(huì)支持 社交商務(wù) 巴基斯坦 文化

【摘要】：社交電子商務(wù)屬于電子商務(wù)的一個(gè)子集,它兼有社交媒體與電子商務(wù)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(wù)范圍,并試圖從Web 2.0技術(shù)中獲益。Web 2.0技術(shù)允許在線消費(fèi)者之間進(jìn)行社交。消費(fèi)者喜歡在網(wǎng)上購(gòu)物之前和之后分享他們的產(chǎn)品和服務(wù)的相關(guān)經(jīng)驗(yàn)。技術(shù)在人類生活中成為永恒的參與。Web 2.0技術(shù)支撐的社交媒體是當(dāng)今商業(yè)的核心部分。個(gè)體在各個(gè)社交媒體平臺(tái)上花費(fèi)越來(lái)越多的時(shí)間來(lái)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(duì)于商家來(lái)說(shuō)擁有巨大的潛力,商家可以通過(guò)社交媒體利用這些人群來(lái)實(shí)現(xiàn)商業(yè)目標(biāo)。本研究的目的是為了調(diào)查巴基斯坦消費(fèi)者通過(guò)社交媒體網(wǎng)站進(jìn)行購(gòu)買意圖的影響因素研究。本文采用了擴(kuò)展的技術(shù)接受和使用統(tǒng)一理論(UTAUT2),增加了新的構(gòu)念,比如社會(huì)支持,社交商務(wù)構(gòu)建,信任,創(chuàng)新。此外,我們還考慮了將文化因素作為調(diào)節(jié)變量。數(shù)據(jù)來(lái)自巴基斯坦458個(gè)社交媒體網(wǎng)站用戶。使用PLS3.0-SEM,結(jié)果顯示,績(jī)效預(yù)期,習(xí)慣,價(jià)格節(jié)約導(dǎo)向,社會(huì)支持,社交商務(wù)構(gòu)建,和信任與行為意圖有正相關(guān)關(guān)系。這些結(jié)果進(jìn)一步證實(shí),便利的條件,習(xí)慣和行為意圖與使用行為有正相關(guān)關(guān)系。文化維度(個(gè)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(diào)節(jié)作用。技術(shù)接受度在不同領(lǐng)域受到重視,但很少有研究將UTAUT2模型應(yīng)用于社交商務(wù)情境。本文同時(shí)對(duì)理論和實(shí)踐意義也做了進(jìn)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(xué)位授予單位】：中國(guó)科學(xué)技術(shù)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F721
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本文編號(hào)：1417870