【作者】 陈凤；

【导师】 吕亮；

【作者基本信息】 北京邮电大学 ， 企业管理， 2013， 硕士

【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。更多还原

【Abstract】 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.更多还原