在移動(dòng)商務(wù)中,社會(huì)臨場(chǎng)感為消費(fèi)者提供了一個(gè)機(jī)會(huì),可以接觸賣(mài)家,分享他們的觀點(diǎn)并做準(zhǔn)確的購(gòu)物決策。這樣可以營(yíng)造出更可靠、更友善的在線商務(wù)環(huán)境。從移動(dòng)電子商務(wù)的角度來(lái)看,企業(yè)的主要目標(biāo)是激勵(lì)消費(fèi)者通過(guò)在移動(dòng)電子商務(wù)平臺(tái)上的社交活動(dòng)來(lái)做出決策。因此,本文重點(diǎn)研究了移動(dòng)商務(wù)環(huán)境下的消費(fèi)者采納意向,特別是移動(dòng)商務(wù)如何塑造消費(fèi)者的采納意向。該問(wèn)題對(duì)于深刻理解移動(dòng)商務(wù)環(huán)境下消費(fèi)者的采納意向過(guò)程具有重要意義。本論文強(qiáng)調(diào)了社會(huì)臨場(chǎng)感和消費(fèi)者對(duì)賣(mài)方的信任在移動(dòng)商務(wù)構(gòu)建、意識(shí)和調(diào)節(jié)作用上的影響,這是解釋消費(fèi)者在移動(dòng)商務(wù)中采納意向的重要方面。本文基于UTAUT2理論,結(jié)合移動(dòng)電子商務(wù)環(huán)境下消費(fèi)者購(gòu)物意向的文獻(xiàn)綜述,通過(guò)研究深入探討了研究問(wèn)題。首先,基于UTAUT2理論,強(qiáng)調(diào)了社交的觀點(diǎn),社交在發(fā)展消費(fèi)者對(duì)在線賣(mài)家的信任方面起著重要作用。此外,考察了消費(fèi)者對(duì)在線賣(mài)家的信任對(duì)購(gòu)物采納意向的影響。此外,以孟加拉為背景,研究社會(huì)臨場(chǎng)感在解釋消費(fèi)者在線采納意圖模型中所起調(diào)節(jié)作用,在孟加拉,對(duì)其他消費(fèi)者的評(píng)論缺乏信任被視為影響移動(dòng)電子商務(wù)成功的一個(gè)因素。數(shù)據(jù)是從孟加拉國(guó)不同城市(例如,Dhaka,Chumillah,Ch... 

【文章來(lái)源】：合肥工業(yè)大學(xué)安徽省 211工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：116 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENT
摘要
abstract
Chapter 1 Introduction
    1.1 Research Background
    1.2 Research Motivation
    1.3 Research Questions
    1.4 Research Objectives
    1.5 Significance of the study
        1.5.1 Theoretical Significance
        1.5.2 Practical Significance
    1.6 Research Methods and Data Analysis tools
        1.6.1 Definition of Design Science Research
        1.6.2 Design Science Research Methodology Process
    1.7 Structure of the Dissertation
Chapter 2 Literature Review and Theoretical Basis
    2.1 Electronic Commerce
        2.1.1 Consumers’attitudes towards e-commerce
        2.1.2 Consumers’preference shifts to e-commerce
    2.2 M-Commerce
        2.2.1 Mobile technology
        2.2.2 M-Commerce characteristics
    2.3 Online Social Interaction
        2.3.1 Online community
        2.3.2 The Role of Online Communities
        2.3.3 Social media
        2.3.4 Social networks
        2.3.5 Social network sites
        2.3.6 Streaming media
        2.3.7 Blogs
        2.3.8 Consumer review websites
        2.3.9 Data,information and knowledge and their sharing
    2.4 Social Presence
    2.5 Consumers'trust in merchants
    2.6 Overview of Theoretical Background and Framework
        2.6.1 Introduction to UTAUT2
        2.6.2 Adoption of mobile technologies using UTAUT2
Chapter 3 Research model and Hypothesis development
    3.1 Questions raised,
    3.2 Choice of the research model
    3.3 Extension of UTAUT2 model
    3.4 Main Research Model and Hypothesis
        3.4.1 Performance Expectancy
        3.4.2 Effort Expectancy
        3.4.3 Social Influence
        3.4.4 Habit
        3.4.5 Trust
        3.4.6 Social presence
Chapter 4 Research Methodology
    4.1 Research Philosophy
    4.2 Research Design
    4.3 Surveys
    4.4 Questionnaire Design
        4.4.1 Measures
    4.5 Sample
        4.5.1 Pilot Study
        4.5.2 Translation
        4.5.3 Timeline for Data Collection
    4.6 Data analysis
        4.6.1 Validity
        4.6.2 Reliability
Chapter 5 Data Analysis and Results
    5.1 Screening the Data
    5.2 Descriptive Analysis
    5.3 Multicollinearity
    5.4 Reliability and Validity Analysis of Scale Items
    5.5 Structural model
    5.6 Moderation
Chapter 6 Discussion and Implication:
    6.1 Contribution to Theory and Framework
        6.1.1 Performance Expectancy
        6.1.2 Effort Expectancy
        6.1.3 Social Influence
        6.1.4 Habit
        6.1.5 Trust
        6.1.6 Social presence
    6.2 Theoretical Implications
    6.3 Managerial Implications
Chapter 7 Conclusion and Outlook
    7.1 Conclusion
    7.2 Outlook
References
Appendix A:English Questionnaire
Appendix B:Bengali Questionnaire
List of Publication


【參考文獻(xiàn)】：
期刊論文
[1]Mobile Commerce User Acceptance Study in China: A Revised UTAUT Model[J]. 閔慶飛,季紹波,曲剛.  Tsinghua Science and Technology. 2008(03)



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