本文選題：網(wǎng)絡(luò)社區(qū) + 虛擬社區(qū)��； 參考：《華中科技大學(xué)》2012年博士論文

【摘要】：網(wǎng)絡(luò)社區(qū)已經(jīng)成為新的消費(fèi)者交互平臺(tái)。網(wǎng)絡(luò)社區(qū)的出現(xiàn)所帶來(lái)的消費(fèi)者之間交互行為的改變已經(jīng)引起了學(xué)術(shù)界和企業(yè)界的重視。虛擬社區(qū)和SNS是網(wǎng)絡(luò)社區(qū)的主流形式,二者具有顯著的差異,并且會(huì)長(zhǎng)期共存,企業(yè)的實(shí)際工作涉及到這二個(gè)社區(qū)環(huán)境下的營(yíng)銷策略問(wèn)題。因此,本論文的研究目標(biāo)是揭示網(wǎng)絡(luò)社區(qū)環(huán)境下交互對(duì)消費(fèi)者購(gòu)買意愿的影響機(jī)制,以及對(duì)比該影響機(jī)制在虛擬社區(qū)與SNS二個(gè)環(huán)境下的差異。 本論文以技術(shù)接受模型(TAM)為理論基礎(chǔ),以交互維度為外部刺激變量,以感知有用、認(rèn)知信任和感知期望匹配維度為心理反應(yīng)變量,以購(gòu)買意愿維度為行為反應(yīng)變量,提出了網(wǎng)絡(luò)社區(qū)環(huán)境下交互對(duì)消費(fèi)者購(gòu)買意愿影響的概念模型；通過(guò)對(duì)消費(fèi)者購(gòu)買前網(wǎng)絡(luò)社區(qū)交互經(jīng)歷的調(diào)查獲取研究數(shù)據(jù),在此基礎(chǔ)上,采用統(tǒng)計(jì)實(shí)證分析法對(duì)概念模型進(jìn)行了驗(yàn)證。整個(gè)實(shí)證研究過(guò)程分為二個(gè)預(yù)研究、一個(gè)基本概念模型檢驗(yàn)和一個(gè)調(diào)節(jié)變量檢驗(yàn)四個(gè)部分,這四個(gè)部分的研究?jī)?nèi)容及得出的主要結(jié)論如下： 預(yù)研究一：構(gòu)建計(jì)劃-交互-反應(yīng)模型。本部分通過(guò)對(duì)TAM進(jìn)行修改構(gòu)建了解釋交互情形中消費(fèi)者心理和行為反應(yīng)過(guò)程的“計(jì)劃-交互-反應(yīng)模型”。以數(shù)碼/家電類產(chǎn)品購(gòu)買為研究情形,通過(guò)對(duì)有過(guò)這類產(chǎn)品購(gòu)買前網(wǎng)絡(luò)社區(qū)交互經(jīng)歷的消費(fèi)者進(jìn)行調(diào)查,獲取研究數(shù)據(jù),采用PLS統(tǒng)計(jì)分析方法對(duì)該模型進(jìn)行了檢驗(yàn),并對(duì)比了該模型與TAM的解釋能力。研究結(jié)果表明計(jì)劃-交互-反應(yīng)模型能夠用來(lái)解釋交互情形中的消費(fèi)者反應(yīng)過(guò)程：感知有用、認(rèn)知信任和感知期望匹配是購(gòu)買意愿的重要前因,感知有用和認(rèn)知信任對(duì)感知期望匹配有顯著影響,同時(shí),認(rèn)知信任對(duì)感知有用有顯著影響；另外,從解釋能力來(lái)看,在整體的網(wǎng)絡(luò)社區(qū)環(huán)境下,計(jì)劃-交互-反應(yīng)模型比TAM的解釋能力提高了3%(△R2=3%)；在虛擬社區(qū)環(huán)境下,計(jì)劃-交互-反應(yīng)模型比TAM的解釋能力也提高了3%(△R2=3%)；在SNS環(huán)境下,計(jì)劃-交互-反應(yīng)模型比TAM的解釋能力提高了4%(△R2=4%)。 預(yù)研究二：構(gòu)建交互維度。本部分以信息傳播模式為理論基礎(chǔ)提出了交互的維度,并開(kāi)發(fā)了測(cè)量量表。通過(guò)對(duì)有過(guò)購(gòu)買前網(wǎng)絡(luò)社區(qū)交互經(jīng)歷的消費(fèi)者的交互活動(dòng)特征進(jìn)行調(diào)查,獲取研究數(shù)據(jù),采用PLS統(tǒng)計(jì)分析方法進(jìn)行了驗(yàn)證性因子分析。研究結(jié)果表明：可以從信源質(zhì)量、關(guān)系強(qiáng)度、信息質(zhì)量和交互氛圍四個(gè)維度來(lái)測(cè)量消費(fèi)者的網(wǎng)絡(luò)社區(qū)交互活動(dòng)。 基本概念模型：構(gòu)建網(wǎng)絡(luò)社區(qū)環(huán)境下交互對(duì)消費(fèi)者購(gòu)買意愿的影響機(jī)制模型。本部分在二個(gè)預(yù)研究結(jié)論的基礎(chǔ)上,通過(guò)對(duì)有過(guò)購(gòu)買前網(wǎng)絡(luò)社區(qū)交互經(jīng)歷的消費(fèi)者的交互活動(dòng)特征和反應(yīng)過(guò)程進(jìn)行調(diào)查,獲取研究數(shù)據(jù),采用PLS統(tǒng)計(jì)分析方法對(duì)不含調(diào)節(jié)變量的基本概念模型進(jìn)行檢驗(yàn)。研究結(jié)果表明：感知有用、認(rèn)知信任和感知期望匹配是影響消費(fèi)者購(gòu)買意愿的前因,感知有用和認(rèn)知信任對(duì)感知期望匹配有顯著影響,認(rèn)知信任、信息質(zhì)量和交互氛圍對(duì)感知有用有顯著影響,另外,信源質(zhì)量、關(guān)系強(qiáng)度、信息質(zhì)量和交互氛圍對(duì)認(rèn)知信任有顯著影響。 調(diào)節(jié)變量檢驗(yàn)：比較虛擬社區(qū)與SNS環(huán)境下的差異。本部分將基本概念模型檢驗(yàn)部分收集的數(shù)據(jù)按交互平臺(tái)的差異分為虛擬社區(qū)和SNS兩類,采用PLS統(tǒng)計(jì)分析方法分別檢驗(yàn)二個(gè)社區(qū)環(huán)境下交互對(duì)消費(fèi)者購(gòu)買意愿的影響機(jī)制模型,并采用多組分析方法比較二個(gè)模型的差異。研究結(jié)果表明：信源質(zhì)量、信息質(zhì)量和交互氛圍對(duì)感知有用的影響在二個(gè)社區(qū)環(huán)境下存在差異；信源質(zhì)量、關(guān)系強(qiáng)度和信息質(zhì)量對(duì)認(rèn)知信任的影響在二個(gè)社區(qū)環(huán)境下存在差異；其它路徑在二個(gè)社區(qū)環(huán)境下不存在差異。 此外,本研究根據(jù)實(shí)證研究得出的結(jié)論,提出了相應(yīng)的營(yíng)銷啟示。
[Abstract]:The network community has become the new consumer interactive platform . The change of interaction between consumers brought by the emergence of the network community has attracted the attention of the academic community and the business community . Virtual community and SNS are the mainstream forms of the network community . Both of them have significant differences and can coexist for a long time . Therefore , the research goal of this paper is to reveal the influence mechanism of interaction on consumers ' purchase will in the network community environment , and compare the difference between the influence mechanism in the two environments of virtual community and SNS .
Based on the technology acceptance model ( TAM ) , this paper takes the interactive dimension as the external stimulus variable to sense useful , cognitive trust and perceived expectation matching dimension as the psychological response variable , and the intention dimension as the behavioral response variable , and puts forward a conceptual model of interaction on the consumer ' s willingness to purchase under the network community environment .
Based on the investigation of the interaction experiences of pre - purchase network communities , the concept model is verified by statistical empirical analysis . The whole empirical research process is divided into two pre - study , one basic concept model test and one adjustment variable test four parts . The main conclusions of these four parts are as follows :
The research results show that the plan - interaction - response model can be used to explain the customer ' s reaction process in the interactive situation . The results show that the plan - interaction - response model can be used to explain the consumer reaction process in the interactive situation : the perceived usefulness , the cognitive trust and the perceived expectation match are the important factors of the willingness to buy , the perceived usefulness and the cognitive trust have a significant impact on the perceived expectation matching , and the cognitive trust has a significant impact on perception .
In addition , in the overall network community environment , the planning - interaction - response model is improved by 3 % ( 鈻，

本文編號(hào)：1887938