 ==>> 点击下载文档 |
随之而来的是网络时间消耗的逐渐延长，因此消费者网络粘性行为也逐渐被人们重视
新的消费形式的出现必然会引起消费者行为方式的改变，消费者的网络粘性行为，是人
们在消费行为方式改变过程中的中间过渡产物。网络粘性行为可以给人们的生活提供便
利，丰富消费者的购物渠道，但同时过强的网络粘性行为也会危害到消费者的身心健康
和工作效率。随着消费者网络粘性行为不断增强，网络粘性转化趋势逐渐明显，我们需
要从消费者角度出发，探寻网络粘性行为影响因子转化方向，更有针对性的解决消费者
网络粘性行为的相关问题，实现对网络粘性行为的合理控制，从而推进这种新的消费方
式的健康发展，促进人们身心健康，促进社会和谐稳定的发展
本文在阅读相关文献和理论分析的基础上，从消费者的角度出发，归纳总结可能影
响网络粘性转化的影响因子，并对这些影响因子进行假设，认为持续使用意图、忠诚度、
满意度、嵌入性、感知有用性、期望确认度、信任对网络粘性负向转化，即增强粘性；
隐私风险信念、时效性对网络粘性正向转化，即减弱粘性。参考国内外学者对研究变量
的测量尺度，设计调查问卷，对调查问卷进行效度和信度分析，充分分析模型的适配度，
保证数据的可靠性、合理性和真实性，并对回收的调查问卷进行筛选与整理。对假设验
证方法上运用结构方程模型，使用 AMOS 21.0 软件对我国消费者网络粘性行为影响因
子的转化方向进行探究，并对模型拟合度进行分析，保证模型的准确度。通过路径系数，
验证假设均成立，并提出对影响因子进行促进和抑制，控制消费网络粘性行为负向转化
对策，分别为：加强消费者对网络粘性性为认识、优化社交圈、丰富业余生活、完善网
站平台建设，从而实现对网络粘性行为的合理控制，推进这种新的消费方式的健康发展，
促进人们身心健康，促进社和谐稳定的发展
关键词：消费者；网络粘性行为；影响因子；结构方程模型东北石油大学硕士研究生学位论文
III
The empirical study on the influencing factors of consumer stickiness
behavior in China
ABSTRACT
With the continuous development of economy and the improvement of people&39;s living
standard, the traditional consumption patterns can not meet the needs of consumers for the
diversification and differentiation of commodities. Network consumption in the historical
arena, showing its unprecedented charm, and the network as the carrier of the new
consumption model, the continuous development of the network to promote the growing
consumption patterns. Followed by the gradual extension of the network time consumption,
so the behavior of consumer network stickiness is gradually being taken seriously. The
emergence of new forms of consumption will inevitably lead to changes in consumer
behavior, consumer network stickiness behavior, is the process of changing consumer
behavior in the middle of the transition product. Network stickiness can provide convenience
to people&39;s lives, enrich the consumer&39;s shopping channels, but at the same time excessive
network stickiness will also harm the physical and mental health of consumers and work
efficiency. As consumers continue to enhance network viscosity, viscous network
transformation trend is gradually obvious, we need from the consumer point of view, to
explore the effect of viscosity factor network direction of transformation related problems of
viscous behavior more targeted to solve consumer related, realize the reasonable control of
network viscosity behavior, so as to promote the healthy development of this new mode of
consumption and promote people&39;s physical and mental health, promote social harmony and
stable development.
Based on the reading of related literature and theoretical analysis, from the consumer&39;s
point of view, summarize the possible impact of network viscosity conversion of factor, and
assumptions about these factors, that continued use intention, loyalty, satisfaction, structural
embeddedness, perceived usefulness, trust degree, the network is expected to confirm the
negative viscosity transformation, is to enhance the stickiness; privacy risk beliefs, time
effectiveness of network transformation is positive viscous, sticky. The measurement scale on
the research variables refer to the domestic and foreign scholars, the design of the
questionnaire, analyze the reliability and validity of the questionnaire, fully fit analysis model,
to ensure the reliability of data, rationality and authenticity, and the questionnaire for
screening and sorting. The hypothesis testing method using structural equation model, the东北石油大学硕士研究生学位论文
IV
conversion direction using the AMOS 21 software on Chinese consumer network sticky
inquiry, and to verify whether these factors in the causal relationship and viscous
transformation, model fitting degree analysis, to ensure the accuracy of the model. The path
coefficients, verify the hypotheses are valid, and put forward the influencing factor by
promoting and inhibiting, reducing the network consumer viscous countermeasures,
respectively: improve the website platform construction, strengthen infrastructure
construction, strengthen consumer awareness of network viscosity behavior, so as to realize
the reasonable control of network viscous behavior, promote the healthy development of the
new consumer the way, promote people&39;s physical and mental health, promote social harmony
and stable development.
Key Words: consumer; Network viscous behavior; factor of influence ;Structural
equation model东北石油大学硕士研究生学位论文
V
创新点摘要
针对消费者网络粘性行为影响因子转化研究，本文在前人研究的基础上，有以下两
个方面的创新：
（1）从消费者角度出发，将忠诚度、隐私风险信念等指标引入到网络粘性影响因
子研究中
（2）把结构方程模型引入消费者网络粘性影响因子转化验证当中。东北石油大学硕士研究生学位论文
VI
目录
学位论文独创性声明..... I
学位论文使用授权声明. I
摘要....II
ABSTRACT.....III
创新点摘要........V
第 1 章 绪 论...1
1.1 论文研究的背景...........1
1.2 论文研究的意义...........1
1.3 国内外研究现状及评述...........2
1.3.1 国外研究现状....2
1.3.2 国内研究现状...3
1.3.3 研究现状评述....4
1.4 论文研究的思路和内容...........5
1.5 研究方法...........6
第 2 章 消费者网络粘性行为相关理论...........7
2.1 消费者网络行为...........7
2.1.1 消费者网络行为特征........
。。。以上简介无排版格式，详细内容请下载查看
