【作者】 王青；

【导师】 杨旭；

【作者基本信息】 北京邮电大学 ， 管理科学与工程， 2015， 硕士

【摘要】 随着移动互联网的快速发展,移动端电子商务作为移动互联网时代的重要领域逐渐成为社会关注的热点,学术界有关移动商务及其接受等方面的研究已经比较深入。而未来移动端电子商务的用户群中,有相当数量将会由传统PC端用户引流而来的,但是学术界对如何将PC端的电子商务用户引向移动端的研究尚处于空白阶段,也极少有学者研究影响用户发生这种从传统PC渠道到移动渠道转移的因素。在此背景下,本文通过对两种渠道上进行的电子商务的深入研究及比较,借鉴用户接受、用户转移等相关理论的研究,总结出包括相对有用性、相对易用性、相对方便性、相对娱乐性、相对优惠性等7个可能的影响电子商务使用行为从PC端到移动端转移的影响因素,构建理论模型,提出研究假设,通过结构方程模型的方法验证模型及假设,找出电子商务使用行为从PC端到移动端转移的影响因素。研究结果表明,相对娱乐性、相对有用性、相对方便性和相对易用性对转移态度具有积极的影响作用,其中相对有用性和相对娱乐性的影响最为显著；且用户对PC端电子商务的有用性及易用性感知会通过影响相对易用性和相对有用性进而间接影响转移态度；相对优惠性对转移态度的影响没有得到验证。这些结果对企业吸引PC端电子商务用户转向移动端、留住移动端电子商务用户具有重要意义。更多还原

【Abstract】 With the rapid development of Mobile Internet, mobile e-commerce as an important field of mobile Internet era has gradually become a hot social concern. Research about the definition and acceptance of mobile commerce is comparatively deep in academia. But large amount of mobile commerce users will come from the traditional e-commerce users. For how will the PC users move to mobile is still in the stage of blank. And what factors will influence the PC users move to mobile have not been researched.This paper studied e-commerce used both on PC and mobile devices and compared these two different ways of using e-commerce. Based on the above study, this paper refers to research about acceptance of mobile commerce and channel transferring related theory research. We summarized7factors including relative ease of use, relative usefulness, relative entertainment etc. that might influence the way of using e-commerce transferring from PC to mobile. We build up the theoretical model and come up with the hypothesis. We used structural equation model to verify our hypothesis and find out the factors affecting e-commerce usage behavior transferring from PC to mobile. The results showed that the relative entertaining, relative usefulness, relative convenience and relative ease of use have a positive influence on transfer attitude. Among them, relative usefulness and relative entertaining made the most obvious influence. And perceived usefulness and ease of use of traditional PC electronic commerce will have an indirect influence on transfer attitudes by influencing the relative ease of use and relative usefulness. The influence of relative inexpensive was refused. These results are of great significance for the enterprise to attract mobile e-commerce users and retain users.更多还原