B2C购物网站消费者感知互动对态度的影响模式研究

【作者】 陈志平；

【导师】 卓骏；

【作者基本信息】 浙江大学 ， 管理科学与工程， 2007， 硕士

【摘要】 信息技术的进步促进了电子商务的迅速发展，而伴随着电子商务的蓬勃发展，消费者对生活方式、个性体验和虚幻体验等方面的需求也随之迅猛增加，引起消费者经济生活的巨大变革。感知是消费者心理活动的基础，消费者心理是研究消费者态度行为的前提。对于感知因素的研究，有利于更好地把握消费者行为的本质。本研究以广泛应用于电子商务信息技术研究的科技接受模型(TechnologyAcceptance Model)，简称TAM)为基本框架，结合电子商务消费特性，从体验角度出发，以感知因素为切入点，在原TAM模型加入感知互动各维度(感知生动、感知控制、感知响应和感知个性化)这一关键外部变量，同时，增加虚拟体验，结合原有的感知易用、感知有用，探讨它们对消费者态度的影响以及内在的作用机制。首先，本研究对消费者态度、虚拟体验、感知互动和科技接受模型(TAM)相关理论进行了全面的综述，着重探讨了国内外研究中，科技接受模型在电子商务中的应用，并在此基础上，对本研究的各变量进行了概念界定，以及模型的构建。本研究以东南沿海四省(江苏、浙江、福建、广东)的网络用户为调研对象，结合SPSS 13.0与结构方程统计软件AMOS5.0对数据进行分析以及模型的验证，探知消费者的感知互动对消费者态度的影响模式。实证结果表明，感知互动各维度正向影响消费者网站购物的娱乐性感知——虚拟体验，功能性感知——感知有用和感知易用(其中虚拟体验对感知生动和感知个性化的中介作用显著，感知易用和感知有用则对感知生动、感知响应和感知控制的中介作用显著)，进而通过虚拟体验、感知有用和感知易用的中介效应，最终对消费者态度产生正向影响；并根据实证结果，提出针对购物网站建设的营销建议，以提高购物网站的营销效果。更多还原

【Abstract】 The advancement of information technology fosters the development of electronic commerce. With the advent of internet, consumer’s needs of individual lifestyle, virtual experience and the pursuit of special living style have change dramatically. Perceivedness is the foundation of consumer’s mental process, while mental process is the premise of consumer’s attitude and behavior. It is necessary to pay attention to perceived factors in order to understand consumer’s behavior.This thesis makes the Technology Acceptance Model(TAM) which has been widely used in Electronic Commerce Research as platform, its member as objects, introduces Flow Theory and Perceived Interactivity Theory with its four dimensions(perceived vividness, perceived control, perceived responsiveness and perceived personalization), constructs the model from four dimensions of Perceived Interactivity as the variables, by using flow experience, perceived usefulness, perceived ease of use as the intermediate variables, and empirically explores the relationships among these variables and how the interaction affects consumer’s attitude towards the virtual shopping mall.The first part of this article is a review of attitude, virtual experience, perceived interactivity and Technology Acceptance Model (TAM); especially we discuss the application of TAM in electronic commerce Research. Based on these concepts, we set up models about the structural relationship. And then, we proceed with empirical study through investigation based on four provinces’ netcitizens’ questionnaires (Jiangsu Province, Zhejiang Province, Fujian Province and Guangdong Province) and analyze dates using SPSS 13.0 and AMOS 5.0 to research into the relationship between Antecedents and intermediate variables and how the perceived interactivity affects consumers’ attitude.The empirical result suggests that the four-dimensions of perceived interactivity have a positive impact on their playful cognition (virtual experience), functional cognition (perceived usefulness and perceived ease of use), and further influence the attitude toward website through intermediate effects from flow experience, perceived usefulness and perceived ease of use. Finally, we bring forward websites building advices in order to improve marketing effects.更多还原