【作者】 杨颖；

【导师】 王伟军；

【作者基本信息】 华中师范大学 ， 情报学， 2014， 硕士

【摘要】 随着互联网技术的不断成熟和网络购物的井喷式发展,虚拟社群已成为消费者分享个人购物经验、消费体验和信息沟通的重要平台,在这样的趋势下,导购分享社群应运而生。导购分享社群是虚拟社群的衍生模式,是社群、电商二者相结合的网络平台,它借助社群媒介的传播途径,通过用户之间的信息交流与共享提供商品信息,辅助用户做出购买决策。其盈利模式的本质是流量导入,可以说促成交易的流量转化率即为导购分享社群生存的关键,而影响交易成功率的关键在于用户对社群的信任程度。通过对相关文献的研习,发现学者们对导购分享社群的研究多集中在探讨其盈利模式和行业发展态势两方面,而对导购分享社群用户信任及网络消费意愿关系的研究较少。基于理论和实践的双重需要,本文试图解答两个问题：第一,导购分享社群环境下,影响社群用户信任形成的诱因有哪些?第二,导购分享社群用户信任对其网络消费意愿有何影响?为解决以上问题,本文借鉴前人研究传统虚拟社群平台用户信任的思路,整理出导购分享社群用户信任形成机制的影响因素,并结合技术接受模型(Technology Acceptance Model, TAM)理论,构建了导购分享社群用户信任与网络消费意愿的关系模型并提出假设。本文主要通过问卷调查来收集数据,并使用SPSS19.0进行相关分析和回归分析来验证模型。通过实证研究发现：(1)感知相似性、个人信任倾向和制度保证对导购分享社群信任的形成产生正向影响；(2)用户互动性对社群信任的直接影响不显著,而是通过影响感知相似性对社群信任的形成产生间接影响；(3)感知有用性、感知易用性对网络消费意愿产生正向影响；(4)社群信任通过影响用户社群使用态度对网络消费意愿产生间接影响。基于以上结论,本文归纳了影响导购分享社群信任和用户消费意愿的因素,并提出以下三点改进措施：(1)优化社区功能,提高感知易用性；(2)关注用户意愿,提高用户参与度；(3)规范社区机制,提高社群质量。为促进导购分享社群用户信任的形成、把握用户心理、挖掘市场潜力提供了一个新的视角,同时对社群的决策制定、服务提供以及产品设计都有一定的参考意义。更多还原

【Abstract】 With the Internet technology continues to mature and spurt of development of the onlion shopping, Virtual community has become an important platform for the consumer share personal shopping experience, consumer experience and information communication. In this trend, shopping guide shared community emerge as the times require. Shopping guide shared community is a new derivative mode of virtual community, it is a network platform which combine the community and e-commerce, Its transmission by means of community media, provide commodity information through information exchange and sharing form among users, secondary users to make a purchase decision. The nature of the profit model is the channeled flow, it can be said that the transformation of the transaction flow rate is the key of survival for guide sharing community, and the key of the impact of transaction success rate is that the user trust degree to the community.Based on the study of relevant literature, I found that the scholars of the world research for the virtual community trust and network consumption are mainly concentrated in two dimensions, construction and evaluation of community and study of the influence factors of network consumption behavior, but the study of combination of this two aspects is less. As a new e-commerce community model, the scholars research for shopping guide sharing community are focused on two aspects, the profit model and the industry development trend of shopping guide community. In general, the research for influencing factors of shopping guide sharing community trust and network consumption willingness is comparatively rare.This paper attempts to answer two questions, first, what are the causes that effect trust formation of community users in shopping guide sharing community environment? Second, how will the user trust to shopping guide sharing community affect the network consumption intention? In order to solve the problem above, In this paper, I sorting out the influencing factors of shopping guide sharing community user trust formation mechanism by summarizing the previous idea to the study of traditional virtual community platform user trust, and combined with the theory of Technology Acceptance Model (TAM) model to construct the relationship model between shopping guide sharing community trust and consumer consumption intention and put forward hypothesis. This paper mainly uses questionnaire survey to collect data, the use of SPSS19.0for correlation analysis and regression analysis to verify the model with the guarantee of reliability and validity of the analysis.The empirical research we draw four conclusions. Firstly, perceived similarity, personal trust tendency and institutional guarantee has positive effect to the formation of shopping guide sharing community trust. Secondly, the direct effects between member interaction and community trust is not significant, but it has indirect effect on the formation of community trust by influencing the perceived similarity. Thirdly, perceived usefulness, perceived ease of use has a positive impact on the network consumption intention. Lastly, community trust has indirect effect on online consumer behavior by influencing the attitude of user community.Based on the above conclusions, this paper summarizes the influencing factors which effect shopping guide sharing community trust and consumer willingness, and provides a new point of view for grasping the psychology of users for shopping guide sharing community and taping the market potential.更多还原