消费者社交网站购物态度影响因素的实证研究
摘要
通过对国内外社交网站发展的追踪可以发现,开展电子商务将是中国社交网站的发展趋势。本文以技术接受模型为基础,借鉴品牌延伸、动机模型、沉浸理论、任务-技术匹配理论、创新扩散理论、信任理论和态度等理论,以产品类型为研究切入点,即把产品分为有形产品和虚拟产品两种,构建了消费者社交网站购物态度影响因素模型,分别对影响消费者使用社交网站购买有形产品和虚拟产品的态度因素进行研究分析。
通过调查收集的399份有效问卷,利用结构方程模型方法对构建的研究模型进行了实证检验,比较了购物态度影响因素因产品类型不同而造成的效果差异并分析了产生区别的原因。
研究结果表明,感知匹配度和信任对用户使用社交网站购买有形产品的态度有显著的影响,而感知易用性、感知有用性、感知乐趣等因素没有直接影响;用户对购物环境的感知有用性、感知匹配度、感知乐趣对在社交网站上购买虚拟物品的态度有直接影响,信任、感知易用性对使用社交网站购买虚拟物品没有直接影响。最后,提出社交网站开展电子商务的对策建议并对未来的研究进行了展望和总结了本文的局限性。
E-commerce will be the development trend of China's social networking sites by attending and tracking Social networking sites at home and abroad. Based on technology acceptance model, theory of brand extension, Motivational Model, Flow Theory, Task-technology fit, the innovation diffusion theory, Trust theory and Attitude, the entry point for research is product type, that is to say, the product is divided into two kinds of physical products and virtual products, the model of factors influencing attitude of shopping on social networking site was developed in the paper. Then we analyze the attitude factors affecting the purchase of tangible products and virtual products through social networking sites by consumers respectively.
The research model was tested with the 379 survey data using structural equation modeling, shopping attitude factors were compared for different product types and analyzed the different effects caused by different reasons for product types.
The results show that the factors of perceived fit and trust have significant influence on attitudes of shopping on social networking sites, and the factors of perceived ease of use, perceived usefulness, perceived enjoyment have no direct impact. However, perceived usefulness of the shopping environment, matching perception, perception fun shopping in the social networking site, impact the attitude of purchasing virtual items directly; trust and perceived ease of use on the use of social networking sites do not directly affect the attitude of the purchase of virtual items. Lastly, we put forward countermeasures and suggestions about how Social networking sites to carry out the e-commerce and propose the future prospects and summarize limitations of this article.
通过调查收集的399份有效问卷,利用结构方程模型方法对构建的研究模型进行了实证检验,比较了购物态度影响因素因产品类型不同而造成的效果差异并分析了产生区别的原因。
研究结果表明,感知匹配度和信任对用户使用社交网站购买有形产品的态度有显著的影响,而感知易用性、感知有用性、感知乐趣等因素没有直接影响;用户对购物环境的感知有用性、感知匹配度、感知乐趣对在社交网站上购买虚拟物品的态度有直接影响,信任、感知易用性对使用社交网站购买虚拟物品没有直接影响。最后,提出社交网站开展电子商务的对策建议并对未来的研究进行了展望和总结了本文的局限性。
E-commerce will be the development trend of China's social networking sites by attending and tracking Social networking sites at home and abroad. Based on technology acceptance model, theory of brand extension, Motivational Model, Flow Theory, Task-technology fit, the innovation diffusion theory, Trust theory and Attitude, the entry point for research is product type, that is to say, the product is divided into two kinds of physical products and virtual products, the model of factors influencing attitude of shopping on social networking site was developed in the paper. Then we analyze the attitude factors affecting the purchase of tangible products and virtual products through social networking sites by consumers respectively.
The research model was tested with the 379 survey data using structural equation modeling, shopping attitude factors were compared for different product types and analyzed the different effects caused by different reasons for product types.
The results show that the factors of perceived fit and trust have significant influence on attitudes of shopping on social networking sites, and the factors of perceived ease of use, perceived usefulness, perceived enjoyment have no direct impact. However, perceived usefulness of the shopping environment, matching perception, perception fun shopping in the social networking site, impact the attitude of purchasing virtual items directly; trust and perceived ease of use on the use of social networking sites do not directly affect the attitude of the purchase of virtual items. Lastly, we put forward countermeasures and suggestions about how Social networking sites to carry out the e-commerce and propose the future prospects and summarize limitations of this article.
引文
范晓屏,马庆国. 2009.基于虚拟社区的网络互动对网络购买意向的影响研究[J],浙江大学学报(人文社会科学版), 5(39):149-157.
付丽丽,吕本富,裴瑞敏. 2009.关系型虚拟社区用户参与机制研究[J].经济管理, 5(31).
侯杰泰. 2004.结构方程模型及其应用[M],教育科学出版社.
黄明芳. 2005.结构方程模式理论与应用[M],中国证券出版社.
李国鑫,李一军,陈易思. 2010.虚拟社区成员线下互动对线上知识贡献的影响[J], 9(28): 1388-1394.
鲁耀斌,周涛. 2007.电子商务信任[M],华中科技大学出版社.
孙康,杜荣. 2010.实名制虚拟社区知识共享影响因素的实证研究[J],情报杂志, 4(29):83-87.
王保进. 2004.多变量分析——套装程式与资料分析[M].台北高等教育.
吴明隆. 2003. SPSS统计应用实务[M],科学出版社.
吴明隆. 2010.结构方程模型——AMOS的操作与应用[M],重庆大学出版社.
向海华. 2004.电子商务环境中虚拟社区的知识共享活动[J],情报杂志, 7: 75-76.
许博,胥正川,邵兵家. 2010.影响网络社区用户参与的社会因素及其实证研究[J],现代管理科学, 3: 8-13.
薛薇. 2006. SPSS统计分析方法及应用[M].电子工业出版社.
余民宁. 2002.潜在变项模式——SIMPLIS的应用[M].
赵玲,鲁耀斌,邓朝华. 2009.虚拟社区信任与社区成员购买行为研究[J],工业工程与管理. 14(3): 105-113.
周桂林. 2009.虚拟社区系统特征与消费者信任的关系[J],生产力研究: 16:70-73.
CNNIC. 2009年中国网民社交网络应用研究报告[R]. 2009, 10.
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付丽丽,吕本富,裴瑞敏. 2009.关系型虚拟社区用户参与机制研究[J].经济管理, 5(31).
侯杰泰. 2004.结构方程模型及其应用[M],教育科学出版社.
黄明芳. 2005.结构方程模式理论与应用[M],中国证券出版社.
李国鑫,李一军,陈易思. 2010.虚拟社区成员线下互动对线上知识贡献的影响[J], 9(28): 1388-1394.
鲁耀斌,周涛. 2007.电子商务信任[M],华中科技大学出版社.
孙康,杜荣. 2010.实名制虚拟社区知识共享影响因素的实证研究[J],情报杂志, 4(29):83-87.
王保进. 2004.多变量分析——套装程式与资料分析[M].台北高等教育.
吴明隆. 2003. SPSS统计应用实务[M],科学出版社.
吴明隆. 2010.结构方程模型——AMOS的操作与应用[M],重庆大学出版社.
向海华. 2004.电子商务环境中虚拟社区的知识共享活动[J],情报杂志, 7: 75-76.
许博,胥正川,邵兵家. 2010.影响网络社区用户参与的社会因素及其实证研究[J],现代管理科学, 3: 8-13.
薛薇. 2006. SPSS统计分析方法及应用[M].电子工业出版社.
余民宁. 2002.潜在变项模式——SIMPLIS的应用[M].
赵玲,鲁耀斌,邓朝华. 2009.虚拟社区信任与社区成员购买行为研究[J],工业工程与管理. 14(3): 105-113.
周桂林. 2009.虚拟社区系统特征与消费者信任的关系[J],生产力研究: 16:70-73.
CNNIC. 2009年中国网民社交网络应用研究报告[R]. 2009, 10.
Agarwal R, Karahanna E. 2000. Time ?ies when you’re having fun: cognitive absorption and beliefs about information technology usage, MIS Quart. 24: 665-694.
Agarwal, R. Prasa J. 1998. Aconceptual and operational definition of personal innovativeness in the domain of information technology, Information Systems Research 9(2): 204-301.
Ajzen, I., Fishbein, M. 1980. Understanding Attitudes and Predicting Social Behavior. Prentice-Hall Inc., Englewood Cliffs, NJ.
Al-maghrabi T, Dennis C. 2009. The driving factors of continuance online shopping: Gender differences in behavior among students in Saudi Arabia [J].dspace.brunel.ac.uk.
Ba Sulin and Pavlou P A. 2002. Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior[J], MIS Quarterly, 3(26): 243-268.
Bart Y, et al. 2005. Are the drivers and role of online trust the same for all web sites and consumers? A large scale exploratory empirical study [J] Journal of Marketing, 69:133-152.
Black N.J, et al. The adoption of Internet financial services: a qualitative study [J]. International Journal of Retail & Distribution Management, 2001, 29(8/9): 390-398.
Blakney, V.L., Sekely, W. 1994. Retail attributes: in?uence on shopping mode choice behavior. Journal of Managerial Issues 6 (1): 101-118.
Boyd d, Heer J. 2006. Profiles as conversation: Networked identity performance on Friendster. Proceedings of Thirty-Ninth Hawai’i International Conference on System Sciences Los Alamitos, CA: IEEE Press.
Carroll, J.M. 1988. Fun [J]. SIGCHI Bulletin, 19: 21-24.
Chang, H.H., Wang, I.C. 2008. An investigation of user communication behavior in computer mediated environments. Computers in Human Behavior 24 (5), 2336-2356.
Chen L, Gillenson M L, Sherrell D L. 2002. Enticing online consumers: an extended technology acceptance perspective [J], Information &Management, 39: 705-719.
Childers, T.L., Carr, C.L., Peck, J., Carson, S. 2001. Hedonic and utilitarian motives for online retail shopping behavior. Journal of Retailing, 77: 511-535.
Csikszentmihalyi, M. 1975. Play and intrinsic rewards. Humanistic Psychology (15), 41-63.
Dan J. Kim, Donald L. Ferrin, H. Raghav Rao. 2008. A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents, Decision Support Systems 44: 544-564.
Davis, F. D., R. P. Bagozzi and P. R. Warshaw. 1992. "Extrinsic and Intrinsic Motivation to Use Computers in the Workplace", Journal of Applied Social Psychology, 22: 1111-1132.
Davis, F. 1989. Perceived usefulness, perceived ease of use, and user acceptance of information technology[J]. MIS Quarterly, 13 (3): 319-340.
Davis, F.D. 1993. User acceptance of IT: system characteristics, user perceptions and behavioural impacts. International Journal of Man-Machine Studies 38 (3): 475-487.
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