| 李霞,刘立.移动互联网场景下渠道转移驱动机制研究[J].南京邮电大学学报(社会科学版）,2017,(01):88~99 |
| 移动互联网场景下渠道转移驱动机制研究 |
| Driving mechanism for channel usage transfer inmobile Internet scenarios |
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| 中文关键词: 渠道使用转移 移动互联网 手机购物 移动电子商务 电子商务 |
| 英文关键词:channel usage transfer mobile Internet mobile shopping mobile e commerce e commerce |
| 基金项目:江苏省普通高校研究生科研创新计划项目“多渠道环境下消费者从传统互联网到移动互联网渠道使用转移行为研究”（KYZZ150241） |
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| 中文摘要: |
| 移动互联网背景下，电脑端向手机端迁移趋势明显，企业纷纷建立自己的应用客户端（APP），构建应用场景，推广自身APP系统和支付系统，抢占手机端用户。为了探讨消费者从传统互联网向移动互联网转移的影响因素，结合国内外相关文献，提取了感知便利性、感知个性化、感知娱乐性、使用情景、外界影响、感知行为控制6个因变量，建立了渠道转移研究模型，对消费者的手机购物行为进行研究。结果表明：移动互联网渠道特有的不受时间和空间控制的便利性是消费者渠道转移的关键因素；商家、广告媒体的推广与促销、周边人的影响也是促使消费者渠道转移不可或缺的因素；消费者的感知行为控制和使用情景显著正向影响渠道转移意愿。 |
| 英文摘要: |
| Under the background of mobile Internet, there is an obvious shifting from computer terminals to mobile ends. To popularize business app and payment systems and to snatch mobile users, many companies build application scenarios. To explore factors influencing consumer decision of shifting from the traditional Internet to the mobile Internet, this paper, with reference to domestic and foreign literature, extracts 6 dependent variables (perceived convenience, perceived personalization, perceived entertainment, use context, external influence, and perceived behavioral control), and builds a consumer online to mobile usage transfer model. Taking mobile shopping as the research object, we find that the convenience of freedom form time and space control of mobile Internet is the key factor of consumers’channel usage transfer,the businesses ,advertising media promotion and the surrounding people is the indispensable factor of consumers’channel usage transfer ,perceived behavioral control and use context have a significantly positive effect on consumers’ channel usage transfer intention. |
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