B2C購(gòu)物網(wǎng)站消費(fèi)者感知互動(dòng)對(duì)態(tài)度的影響模式研究.pdf_第1頁(yè)
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1、洳≥：j碩士學(xué)位論文⑧浙江大學(xué)碩士學(xué)位論文B2C購(gòu)物網(wǎng)站消費(fèi)者感知互動(dòng)對(duì)態(tài)度的影響模式研究AbstractTheadvancementofinformationtechnologyfostersthedevelopmentofelectronicconlnlerceWiththeadventofintemetconsumer’sneedsofindividuallifestyle，virtualexperienceandthepursu

2、itofspeciallivingstylehavechangedramaticallyPerceivedoessisthefoundationofconsumer’Smentalprocess，whilementalprocessisthepremiseofconsumer’SattitudeandbehaviorItisnecessarytopayattentiontoperceivedfactorsinordertounderst

3、andconsumer’SbehaviorThisthesismakestheTechnologyAcceptanceModel(TAM)whichhasbeenwidelyusedinElectronicCommerceResearchasplatform，itsmemberasobjects，introducesFlowTheoryandPerceivedInteractivityTheorywithitsfourdimension

4、s(perceivedvividness，perceivedcontrol，perceivedresponsivenessandperceivedpersonalization)，constructsthemodelfromfourdimensionsofPerceivedInteractivityasthevariables，byusingflowexperience，perceivedusefulness，perceivedease

5、ofuseastheintermediatevariables，andempiricallyexplorestherelationshipsamongthesevariablesandhowtheinteractionaffectsconsumer’SattitudetowardsthevirtualshoppingmallThefirstpartofthisarticleisareviewofattitude，virtualexper

6、ience，perceivedinteractivityandTechnologyAcceptanceModel(1’AM)；especiallywediscusstheapplicationofTAMinelectroniccommerceResearchBasedontheseconcepts，wesetupmodelsaboutthestructuralrelationshipAndthen，weproceedwithempiri

7、calstudythroughinvestigationbasedonfourprovinces’netcitizens’questionnaires(JiangsuProvinceZbejiangProvinceFujianProvinceandGuangdongProvince)andanalyzedatesusingSPSS130andAMOS50toresearchintotherelationshipbetweenAntece

8、dentsandintermediatevariablesandhowtheperceivedinteractivityaffectsconsumers’attitudeTheempiricalresultsuggestst11atthefourdimensionsofperceivedinteractivityhaveapositiveimpactontheirplayfulcognition(virtualexperience)，f

9、unctionalcognition(pereeivedusefulnessandperceivedeaseofuse)，andfurtherinfluencetheattitudetowardwebsitethroughintermediateeffectsfromflowexperience，perceivedusefulnessandperceivedeaseofuseFinallywebringforwardwebsitesbu

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