移动互联网团购模式用户接受影响因素研究
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摘要
随着移动互联网的飞速发展,全球的移动电子商务模式推陈出新,受到人们的欢迎。根据2012年7月,中国互联网络中心(CNNIC)发布的数据显示,截至2012年6月底,中国网民规模达到5.38亿,其中,手机网民规模达到3.88亿,占整体网民比例的72.2%,移动互联网用户已超过传统互联网用户,并呈现上升势头,移动互联网呈现巨大的市场潜力。同时,根据中国电子商务研究中心的报告显示,我国团购行业经过了2011年的洗牌期,在2012年上半年进入理性发展阶段,市场发展潜力依旧良好,而且基于移动互联网的团购模式是未来的重要发展方向。因此,对移动互联网团购用户接受行为的研究具有重要的实际价值。
本研究依托于移动互联网的特点,基于UTAUT模型,结合感知风险理论,建立了移动互联网团购用户接受模型,旨在探讨用户接受移动互联网团购的重要因素。这不仅是对移动电子商务用户购买行为理论的丰富,也是对UTAUT模型应用范围和领域的拓展。本文采用结构方程模型方法对所建模型进行验证和分析,最后根据实证结果,给出移动互联网团购的发展建议。得出成果如下：
1、结合移动电子商务及网络团购的定义,给出移动互联网团购的概念,并总结其特点；
2、构建移动互联网团购用户接受模型,通过验证和模型修正,给出最终的概念模型；
3、实证结果指出,移动性、促进因素、努力期望、移动终端效能、感知成本,社会影响都对用户接受移动互联网团购有显著的影响。
最后,给出了本研究的不足和未来可继续研究的方向,为相关领域的研究人员及企业实践者提供参考与借鉴。
With the rapid development of mobile Internet, the global mobile e-commerce model become various, welcomed by everyone. According to The development of China's mobile Internet Survey Report from China Internet network information center (CNNIC), by the middle of2012, the netizen of China reached538million, include388million mobile internet users, accounting for72.2%of the proportion of the total Internet users. That means the mobile internet have become the main part of the Internet industry, presenting a huge market potential. At the same time, the on-line group buying industry gets into the rational development stage in China, and the mobile internet group buying is named one of the development directions of group buying. Therefore, the study of the mobile internet group buying has a lot of practical value.
In this study, rely on the characteristics of the mobile Internet, based on the UTAUT model, combined with the perceived risk theory, creating the mobile Internet group buying user acceptance model, aims to explore the important factors that affect users'behaviors to the mobile Internet group buying. This is not only a enriching of the purchase of mobile e-commerce user behavior theory, but also a expanding of the range of applications of UTAUT model. Using the structural equation modeling method to model validation and analysis, in the end, based on empirical results, given the development suggestions of mobile Internet group buying. There are the study results:
1、Based on the concept of mobile e-commerce and online group buying, giving the concept of the mobile internet group buying, and summarize the characteristics of it.
2、Build a mobile Internet group buying user acceptance model, and after model validation and model updating, given the final conceptual model.
3、The results demonstrate that mobility, contributing factor, effort expectancy, mobile terminal performance, perceived cost and the social influence have a significant impact on users mobile Internet group buying behaviors.
At the end of the paper, point out the limitations of this study, and introduce the further research directions to the researchers in the related field. The result could be the reference of the management for the company as well.
本研究依托于移动互联网的特点,基于UTAUT模型,结合感知风险理论,建立了移动互联网团购用户接受模型,旨在探讨用户接受移动互联网团购的重要因素。这不仅是对移动电子商务用户购买行为理论的丰富,也是对UTAUT模型应用范围和领域的拓展。本文采用结构方程模型方法对所建模型进行验证和分析,最后根据实证结果,给出移动互联网团购的发展建议。得出成果如下：
1、结合移动电子商务及网络团购的定义,给出移动互联网团购的概念,并总结其特点；
2、构建移动互联网团购用户接受模型,通过验证和模型修正,给出最终的概念模型；
3、实证结果指出,移动性、促进因素、努力期望、移动终端效能、感知成本,社会影响都对用户接受移动互联网团购有显著的影响。
最后,给出了本研究的不足和未来可继续研究的方向,为相关领域的研究人员及企业实践者提供参考与借鉴。
With the rapid development of mobile Internet, the global mobile e-commerce model become various, welcomed by everyone. According to The development of China's mobile Internet Survey Report from China Internet network information center (CNNIC), by the middle of2012, the netizen of China reached538million, include388million mobile internet users, accounting for72.2%of the proportion of the total Internet users. That means the mobile internet have become the main part of the Internet industry, presenting a huge market potential. At the same time, the on-line group buying industry gets into the rational development stage in China, and the mobile internet group buying is named one of the development directions of group buying. Therefore, the study of the mobile internet group buying has a lot of practical value.
In this study, rely on the characteristics of the mobile Internet, based on the UTAUT model, combined with the perceived risk theory, creating the mobile Internet group buying user acceptance model, aims to explore the important factors that affect users'behaviors to the mobile Internet group buying. This is not only a enriching of the purchase of mobile e-commerce user behavior theory, but also a expanding of the range of applications of UTAUT model. Using the structural equation modeling method to model validation and analysis, in the end, based on empirical results, given the development suggestions of mobile Internet group buying. There are the study results:
1、Based on the concept of mobile e-commerce and online group buying, giving the concept of the mobile internet group buying, and summarize the characteristics of it.
2、Build a mobile Internet group buying user acceptance model, and after model validation and model updating, given the final conceptual model.
3、The results demonstrate that mobility, contributing factor, effort expectancy, mobile terminal performance, perceived cost and the social influence have a significant impact on users mobile Internet group buying behaviors.
At the end of the paper, point out the limitations of this study, and introduce the further research directions to the researchers in the related field. The result could be the reference of the management for the company as well.
引文
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[2]曹磊.2012年(上)中国网络团购市场数据监测报告[R].杭州,中国电子商务研究中心.2012.p：11-14.
[3]中国互联网络信息中心.第30次中国互联网发展状况调查报告[R].2012,7.p：10-11.
[4]Kannan PK, Kopalle PK. Dynamic pricing on the Internet:importance and implications for consumer behavior[J].Int J Electron Commer.2001,5(3).p:63-83.
[5]宋祎旎.基于B2C的网络团购模式研究[D].华中师范大学.2007.
[6]Kafffman,R.J and B.Wang.buy together:On the efficacy of group-buying business models in Internet-based selling. Handbook of Electronic Commerce in Business and Society, Boca Raton. FL: CRC Press.2002.p99-137.
[7]张岳.3G时代的网络团购发展思考[J].企业技术开发.2011,7.p：26-27.
[8]薛晓丽.基于社区的网络团购平台构建研究[J]E-Business Journal.2011,9.p:19-20.
[9]胡佳佳,谭红杨等.基于LBS的网络团购发展探究[J].商业经济.2011.8..p：47-48.
[10]段文忠,王从辉.团购网站的转型方向与措施——以拉手网为例[J].安徽商贸职业技术学院学报.2012,2.p：30-33.
[11]蔡泽玉.浅议当前团购的发展困境及未来发展模式的趋势[J].中国集体经济.2012,9.p：73.
[12]Yung-Ming Li,Jhih-Hua Jhang-Li,Ting-Kai Hwang,Ping-Wen Chen. Analysis of pricing strategies for community-based group buying:The impact of competition and waiting cost[J].Inf Syst Front.2010,12.
[13]赵培卿.C2B模式下网络团购信用评价研究[D].燕山大学.2010.
[14]姚丹.餐饮团购服务质量对餐饮企业顾客忠诚的影响——感知价值作为中介变量[D].南京大学.2011.
[15]王瑜.团购网站商业模式分析与创新研究[D].北京邮电大学.2011.
[16]Chuan-Hoo Tan, Khim-Yong Goh, and Hock-Hai Teo. An Investigation of Online Group-Buying Institution and Buyer Behavior[J].Human-Computer Interaction, Part Ⅳ. HCⅡ.2007, LNCS 4553.p:124-131.
[17]Robert J. Kaufman, Hsiangchu Lai, Huang-Chi Lin. Consumer adoption of group-buying auctions: an experimental study. Information Technology Management.2010,11.p:191-211.
[18]徐连.基于接受模型的大学生网络团购意愿研究[D].南京大学.2011.
[19]高秀峰.网络团购从众行为研究-以58团购网北京站为例[D].北京邮电大学.2011.
[20]许立群.我国团购用户购买意向的影响因素分析[D].北京邮电大学.2011.
[21]张夷君.虚拟社群信任对消费者网络团购意愿影响之研究[D].复旦大学.2010.
[22]Andreou, C. Chrysostomou. Mobile commerce applications and services:a design and development approach. Mobiforum online document.2002.
[23]Turban, E, King, D, Lee, J, Viehland, D. Electronic commerce:a managerial perspective. Fremont: Prentice Hall.2004.
[24]ROBERT J. KAUFFMAN, ANGSANA A. TECHATASSANASOONTORN. International Diffusion of Digital Mobile Technology:A Coupled-Hazard State-Based Approach[J].Information Technology and Management.2005,6.p:253-292.
[25]钱英.电子商务在移动互联网环境下的应用与实施[J].商品储运与养护.2005,4.p：35-41.
[26]胡璐.论电子商务的新模式：移动电子商务[J].商业文化.2008,11.pp：121.
[27]李海峰.我国移动电子商务产业链分析[J].硅谷.2009(23).p：111.
[28]A. Ant Ozok, JuneWei. An empirical comparison of consumer usability preferences in online shopping using stationary and mobile devices:results from a college student population[J]. Electron CommerRes.2010, 10.p:111-137.
[29]Niina Mallat,Matti Rossi,Virpi Kristiina Tuunainen,Anssi. An empirical investigation of mobile ticketing service adoption in public transportation[J]. Pers Ubiquit Comput.2008,12.p:57-65.
[30]Timo Koivumaki,Annu Ristola, Manne Kesti. The perceptions towards mobile services:an empirical analysis of the role of use facilitators[J]. Pers Ubiquit Comput.2008,12.p:67-75.
[31]Se-Joon Hong, James Y. L. Thong,Jae-Yun Moon,Kar-Yan Tam. Understanding the behavior of mobile data services consumers[J]. Inf Syst Front.2008,10.p:431-445.
[32]Dan J. Kim,Yujong Hwang. A study of mobile internet user's service quality perceptions from a user's utilitarian and hedonic value tendency perspectives[J]. Inf Syst Front.2010,9.
[33]R.A.Bauer. Consumer behavior as risk taking in R.S.Haneoek(M).Dynamic marketing for a changing world Chicago:American Marketing Association.1960.p:389-398.
[34]Donald.F.Cox, Stuart U. Rich. Perceived Risk and Consumer Decision Making-The Case of Telephone Shopping[J]. Journal of Marketing Research.1964,4.p:32-39.
[35]井淼.网上购物的感知风险研究：基于上海大学生的实证分析[M].上海财经大学出版社.2006.p：5-30.
[36]Robert N Stone, Kjell Gronhaug. Perceived Risk:Further Considerations for the marketing discipline[J].European Journal of Marketing.1993,27(3). p:39-50.
[37]李宝玲.消费者网上购物的感知风险研究[M].北京：经济管理出版社.2010.p：10-15.
[38]杨永清.移动服务用户接受行为研究：基于感知风险的视角[M].北京：经济管理出版社.2012.p：28-37.
[39]Dowling GR, Staelin R. A model of perceived risk and intended risk-andling activity [J]. J consumer Rers.1994,21. p:119-134.
[40]Pavlou PA. Consumer acceptance of electronic commerce:integrating trust and risk with the technology acceptance model [J]. International Journal of Electronic Commerce.2003,7(3).p:101-34.
[41]董大海,李广辉.消费者网上购物感知风险构面研究.管理学报.2005,2(1).p：55.-60.
[42]张喆,卢昕昀.基于TAM模型和感知风险的消费者网络团购参与意愿分析[J].市场营销导刊.2009,1.p：13-18.
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