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MBA硕士毕业论文_交电商平台的用户持续使用意愿研究PDF

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社交方式的发展和平台经济的繁荣产生出了一种新的业态,即社交电商。社 交电商依托平台为载体和媒介,兼具电子商务平台和社交媒体的功能,使得用户 在社交中完成购物这一功能。中国互联网协会发布的中国社交电商行业发展报告 显示,过去5年我国社交电商市场复合增长率为60%,2018年成交额达1.2万亿 元。相较于传统电商平台而言,社交电商平台通过社交互动、用户自生内容等手 段来辅助商品的销售和购买行为,具有高转化率、去中心化、高用户体验度等特 点,而消费者会产生被动消费需求,从而达成交易。社交电商平台在电商行业中 表现亮眼,无论在国内还是国外,社交电商平台都受到了用户广泛的关注度和使 用度。 本文以社交电商平台为研究对象,基于技术接受模型从用户及平台的角度提 取并分析了包括网络效应、社会认同、感知易用性、感知有用性、沉浸、持续使 用意愿等因素,研究变量之间的相互作用及影响。本文通过相关文献分析和理论 支撑,构建研究模型及提出假设,并对构建的模型及相关假设进行验证。采用问 卷调查的方式,以线上发放的形式回收了270份问卷,并对228份有效问卷进行 数据分析,包括描述性分析、信度及效度分析、结构方程模型及路径分析、假设 检验和差异性检验等。通过实证研究可以发现,直接网络效应正向影响感知易用 性,间接网络效应正向影响感知易用性和感知有用性,社会认同正向影响感知有 用性,感知易用性正向影响感知有用性,感知有用性正向影响沉浸,沉浸正向影 响持续使用意愿。但是直接网络效应不对感知有用性产生显著影响,社会认同不 对感知易用性产生显著影响,感知易用性不对沉浸产生显著影响。此外,实证结 果显示,性别、年龄、学历、职业、收入等个人特征对用户的持续使用意愿不存 在显著的差异性,但学历对感知易用性存在显著差异性,职业对直接网络效应存 在显著差异性。根据实证得出的结果,本文提出了相关管理启示。并从网络效应 角度、社会认同角度、感知易用性角度、感知有用性角度、沉浸角度等五方面对 社交电商平台企业提高用户的持续使用意愿提出了相关建议。 本文基于技术接受模型,将模型借鉴并进行修改,阐明了用户对于社交电商 平台的持续使用意愿的影响因素及影响程度。并且拓宽了技术接受模型在非理性 状态下的应用范围。通过实证分析后,从多角度对社交电商平台提出了意见和建 议,以提高社交电商平台用户的持续使用意愿,促进平台持续发展。 关键词:社交电商平台;持续使用意愿;社会认同;技术接受模型;沉浸 II Abstract The development of social media and the prosperity of the platform economy have spawned a new business form, namely Social E-commerce. Relying on the platform as a carrier, social e-commerce has both the functions of the e-commerce platform and social media, enabling users to complete shopping in social interaction. China Social E-commerce Industry Development Report released by China Internet Association shows that China's social e-commerce market has experienced a compound growth rate of 60% in the past five years, with a turnover of 1.2 trillion yuan in 2018. Compared with the traditional e-commerce platform, the social e-commerce platform assists the sales and purchase behavior of goods by means of social interaction and user generated content, which has the characteristics of high conversion rate, decentralization and high user experience, and consumers will generate passive consumption demand to achieve a transaction. Social e-commerce platforms have performed well in the e-commerce industry. Whether at home or abroad, social e-commerce platforms have received widespread attention and user usage. This thesis takes the social e-commerce platform as the research object, and based on the technology acceptance model, extracts and analyzes the factors including network effects, social identity, perceived ease of use, perceived usefulness, flow, and users' continuance intention to use from the perspective of users and platforms, and studies the interaction and influence between variables. Through relevant literature analysis and theoretical support, the research model and hypothesis were constructed and verified. In this thesis, 270 questionnaires were collected online and offline through questionnaire survey, and data analysis was made on 228 valid questionnaires, including descriptive analysis, reliability and validity analysis, structural equation model and path analysis, hypothesis test and difference test, etc. It can be found through empirical research that direct network effect has a positive impact on perceived ease of use, indirect network effect has a positive impact on perceived ease of use and perceived usefulness, and social identity has a positive impact on perceived usefulness, perceived ease of use positively affects perceived usefulness, perceived usefulness positively affects flow, and flow positively affects the users' continuance intention to use. However, direct network effect has no significant impact on perceived usefulness, social identity has no significant impact on perceived ease of use, and perceived ease of use has no significant impact on flow. In addition, gender, age, education background, occupation, III income and other personal characteristics have no significant difference on the users' continuance intention to use, but academic qualifications have significant differences in perceived ease of use, and occupations have significant differences in direct network effects. According to the conclusion of the empirical study, this thesis puts forward the relevant management enlightenment. At the same time, some suggestions are put forward to improve the users' continuous use intention of social e-commerce platform enterprises. It is mainly proposed from the perspective of network effect, social identity, perceived ease of use, perceived usefulness and flow. Based on the technology acceptance model, this thesis uses the model for reference and modification, and illustrates the factors influencing users' continuance intention to use, the social e-commerce platform and the degree of influence. And it widens the application scope of Technology Acceptance Model in the irrational state. This thesis based on the empirical analysis, puts forward opinions and suggestions on social e- commerce platform from multiple perspectives, so as to improve the users' continuance intention to use and promote the sustainable development of the platform. Keywords: Social E-commerce Platform; Continuance Intention to Use; Social Identity; Technology Acceptance Model; Flow IV 目 录 中文摘要........................... I Abstract ............................ II 第1章 绪论..................... 1 1.1研究目的及意义 .................... 1 1.1.1研究目的 ..................... 1 1.1.2研究意义 ..................... 2 1.2国内外研究现状 .................... 3 1.2.1社交电商平台的相关研究 ........................ 3 1.2.2网络效应的相关研究 . 5 1.2.3社会认同的相关研究 . 6 1.2.4沉浸理论的相关研究 . 7 1.2.5持续使用意愿的相关研究 ........................ 9 1.2.6文献评述 ................... 13 1.3研究内容与方法 .................. 14 1.3.1研究内容 ................... 14 1.3.2研究方法 ................... 15 第2章 核心概念及理论基础...................... 17 2.1概念界定 .............................. 17 2.1.1社交电商平台 ........... 17 2.1.2社会认同 ................... 17 2.1.3网络效应 ................... 18 2.1.4沉浸 ........................... 18 2.1.5持续使用意愿 ........... 18 2.2理论基础 .............................. 19 2.2.1平台理论 ................... 19 2.2.2社会认同理论 ........... 20 2.2.3技术接受模型理论 ... 20 2.2.4沉浸理论 ................... 22 第3章 研究设计及调查.............................. 24 3.1社交电商平台用户的持续使用意愿影响因素分析 ........................ 24 3.2研究模型构建 ...................... 26 3.3假设提出 .............................. 27 3.4测量变量及问卷设计 .......... 30 3.4.1测量变量设计 ........... 30 3.4.2问卷设计 ................... 33 3.5问卷前测 .............................. 33 3.5.1信度检验 ................... 34 3.5.2效度检验 ................... 37 V 3.6问卷发放与收集 .................. 40 第4章 数据分析与结果讨论...................... 41 4.1数据分析方法与样本描述性统计 ..................... 41 4.1.1数据分析方法 ........... 41 4.1.2样本描述性统计 ....... 42 4.2信度检验 .............................. 45 4.3效度检验 .............................. 49 4.3.1探索性因子分析 ....... 49 4.3.2验证性因子分析 .......