【作者】 张荣荣；

【导师】 刘林沙；

【作者基本信息】 西南交通大学 ， 传播学， 2013， 硕士

【摘要】 传统互联网的产生与发展已经改变了人们的生活消费方式,而移动交易型虚拟社区的出现给信息纷杂的互联网世界呈现了一种新型的社会关系。各类交易型虚拟社区作为承载用户获取消费信息的平台因需而起并迅速发展,并以其工具化的作用受到广大用户的欢迎,这类虚拟社区逐渐成为人们信息获取与发布、休闲娱乐的重要途径。以“大众点评网”为代表的交易型虚拟社区正是当下用户热捧的对象。而当代大学生作为社会一个活跃的群体,是新生事物的最先接触者与使用者,也是移动大众点评网的主要使用群体,大学生的使用习惯与使用需求无疑会对社会各种要素产生不可忽视的影响。因此本研究以成都大学生为调查对象,在借鉴国内外学者对交易型虚拟社区研究的基础上,通过文献法、焦点小组访谈法、问卷调查三种研究方法,并基于使用与满足理论和技术接受模型理论,建立成都大学生对移动交易型虚拟社区的使用需求与使用意愿关系模型,调查大学生对移动交易型虚拟社区的具体使用情况,以及探寻影响大学生移动交易型虚拟社区使用意愿的影响因素,最后对移动交易型虚拟社区提出有针对性的建议。实证研究结果表明,成都市大学生对移动客户端大众点评网使用频率不高,每次登陆停留时间较短,网站用户粘性不高；大学生对移动交易型虚拟社区最主要使用需求依次为获取信息、成本优势、位置服务、依赖性、社会交往、娱乐性；同时感知价值与信任对使用需求与使用意愿之间关系具有一定的调节作用。并根据以上研究结果对移动交易型虚拟网站提出以下建议：增进用户对移动客户端交易型虚拟社区的认知与了解；保证交易型虚拟社区消费信息的可靠性与有用性；关注消费者个人爱好,完善用户信息数据库建设；增强交易型虚拟社区用户间的互动积极性；提高交易型虚拟社区娱乐性；制定合理的价格优惠策略。更多还原

【Abstract】 The emergence and development of the traditional Internet has changed people’s lives consumption patterns, mobile transactional virtual communities present a new kind of social relations in the world of the internet that contains confused information. Types of virtual community based transaction are developing rapidly as a platform for carrying users access to consumer information,welcomed by the majority of users and the role of its tools, such virtual communities gradually become an important way of the people’s access to information and publishing entertainment. As the representative of transactional virtual community, Dianping.com is the favorable object for the users. Contemporary college students as an active social groups, is the first point of contact and users of new things, also as the main user groups of dianping.com, the habits and needs of college students effected the various elements of society can’t be ignored.In this study, to Chengdu college students as respondents, learn from the transaction virtual community of scholars at home and abroad on the basis of the literature, focus group interviews, questionnaires three research methods and theory of Uses and Gratifications, technology accepted model theory, the establishment of a model that reflect the relation of use needs and willingness about college students in Chengdu to mobile transactional virtual community. We investigate the specific usage of mobile transaction virtual community in college students, as well as to explore the impact Factors of use Willingness and last targeted suggestions are put forward.The empirical results show that students in Chengdu uses mobile clients of dianping.com frequency is not high, each landing in a shorter residence time, the website users stickiness is not high; college students uses mobile transactional virtual communities most important needs in order to obtain information, cost advantages, location-based services, dependence, social interaction, entertainment; meanwhile, perceived value and trust to have a certain role in the regulation of the relationship between demand and willingness to users. Based on the above findings and mobile trading virtual website made the following recommendations:to improve the knowledge and understanding of the mobile end-users about transactional virtual communities; ensuring the reliability and usefulness of transactional virtual communities consumer information; concerned about the consumer’s personal hobby, perfect users information database construction; to enhance transactional virtual community users interaction enthusiasm; to improve transactional virtual community recreation; develop a reasonable price strategy.更多还原