本文選題：消費者 + 網(wǎng)絡粘性行為��； 參考：《東北石油大學》2017年碩士論文

【摘要】：經(jīng)濟不斷發(fā)展,人們生活水平的不斷提高,傳統(tǒng)的消費模式已經(jīng)不能完全滿足消費者對商品多樣化、差異化等需求。網(wǎng)絡消費展現(xiàn)在歷史舞臺,展現(xiàn)了它前所未有的“魅力”,而網(wǎng)絡作為新型消費模式的載體,其不斷發(fā)展,促進了網(wǎng)絡消費模式的日益擴大。隨之而來的是網(wǎng)絡時間消耗的逐漸延長,因此消費者網(wǎng)絡粘性行為也逐漸被人們重視。新的消費形式的出現(xiàn)必然會引起消費者行為方式的改變,消費者的網(wǎng)絡粘性行為,是人們在消費行為方式改變過程中的中間過渡產(chǎn)物。網(wǎng)絡粘性行為可以給人們的生活提供便利,豐富消費者的購物渠道,但同時過強的網(wǎng)絡粘性行為也會危害到消費者的身心健康和工作效率。隨著消費者網(wǎng)絡粘性行為不斷增強,網(wǎng)絡粘性轉(zhuǎn)化趨勢逐漸明顯,我們需要從消費者角度出發(fā),探尋網(wǎng)絡粘性行為影響因子轉(zhuǎn)化方向,更有針對性的解決消費者網(wǎng)絡粘性行為的相關問題,實現(xiàn)對網(wǎng)絡粘性行為的合理控制,從而推進這種新的消費方式的健康發(fā)展,促進人們身心健康,促進社會和諧穩(wěn)定的發(fā)展。本文在閱讀相關文獻和理論分析的基礎上,從消費者的角度出發(fā),歸納總結可能影響網(wǎng)絡粘性轉(zhuǎn)化的影響因子,并對這些影響因子進行假設,認為持續(xù)使用意圖、忠誠度、滿意度、嵌入性、感知有用性、期望確認度、信任對網(wǎng)絡粘性負向轉(zhuǎn)化,即增強粘性;隱私風險信念、時效性對網(wǎng)絡粘性正向轉(zhuǎn)化,即減弱粘性。參考國內(nèi)外學者對研究變量的測量尺度,設計調(diào)查問卷,對調(diào)查問卷進行效度和信度分析,充分分析模型的適配度,保證數(shù)據(jù)的可靠性、合理性和真實性,并對回收的調(diào)查問卷進行篩選與整理。對假設驗證方法上運用結構方程模型,使用AMOS 21.0軟件對我國消費者網(wǎng)絡粘性行為影響因子的轉(zhuǎn)化方向進行探究,并對模型擬合度進行分析,保證模型的準確度。通過路徑系數(shù),驗證假設均成立,并提出對影響因子進行促進和抑制,控制消費網(wǎng)絡粘性行為負向轉(zhuǎn)化對策,分別為:加強消費者對網(wǎng)絡粘性性為認識、優(yōu)化社交圈、豐富業(yè)余生活、完善網(wǎng)站平臺建設,從而實現(xiàn)對網(wǎng)絡粘性行為的合理控制,推進這種新的消費方式的健康發(fā)展,促進人們身心健康,促進社和諧穩(wěn)定的發(fā)展。
[Abstract]:With the development of economy and the improvement of people's living standard, the traditional consumption mode can not fully meet the needs of consumers, such as diversification and differentiation.As the carrier of the new consumption mode, the network has been developing constantly, which has promoted the expansion of the network consumption pattern.The following is the gradual prolongation of network time consumption, so consumer network stickiness is being paid more and more attention.The emergence of new consumption forms will inevitably lead to changes in consumer behavior. Consumer network viscous behavior is the intermediate transition product in the process of consumer behavior change.Network stickiness can provide convenience for people's life and enrich consumers' shopping channels, but too strong network stickiness will also harm consumers' physical and mental health and work efficiency at the same time.With the increasing of consumer network stickiness behavior, the trend of network viscosity transformation is becoming more and more obvious. We need to explore the transformation direction of the influence factor of network viscosity behavior from the consumer's point of view.More pertinently solve the consumer network sticky behavior related problems, realize the reasonable control of the network sticky behavior, so as to promote the healthy development of this new consumption mode, promote people's physical and mental health, promote the development of social harmony and stability.On the basis of reading relevant literature and theoretical analysis, this paper summarizes the influence factors that may affect the network viscosity transformation from the consumer's point of view, and hypothesizes these influence factors, thinks that the intention of continuous use, loyalty,Satisfaction, embeddedness, perceived usefulness, expected confirmation, trust to the network viscosity negative transformation, that is to enhance viscosity; Privacy risk belief, timeliness to the network viscosity positive transformation, that is to weaken the viscosity.Referring to the measurement scale of the research variables at home and abroad, the questionnaire is designed, the validity and reliability of the questionnaire are analyzed, the suitability of the model is fully analyzed, and the reliability, rationality and authenticity of the data are guaranteed.The collected questionnaires were screened and sorted out.The structural equation model and AMOS 21.0 software are used to study the transformation direction of the influence factors on the viscosity behavior of consumer network in China, and the fitting degree of the model is analyzed to ensure the accuracy of the model.Through the path coefficient, the hypothesis is verified, and the influence factors are promoted and restrained, and the negative transformation countermeasures of the viscous behavior of the consumer network are put forward, which are: strengthening the consumers' understanding of the network stickiness, optimizing the social circle,Enrich amateur life, perfect the construction of website platform, realize the reasonable control of network sticky behavior, promote the healthy development of this new consumption mode, promote people's physical and mental health, and promote the harmonious and stable development of society.
【學位授予單位】：東北石油大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F713.55

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