基于TAM的社會(huì)臨場(chǎng)知覺(jué)對(duì)網(wǎng)絡(luò)消費(fèi)行為的影響研究.pdf

1、浙江大學(xué)理學(xué)院碩士學(xué)位論文基于TAM的社會(huì)臨場(chǎng)知覺(jué)對(duì)網(wǎng)絡(luò)消費(fèi)行為的影響研究姓名：黃奇棟申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：應(yīng)用心理學(xué)指導(dǎo)教師：鐘建安20100101AddingPerceivedAccessBarrierstoTechnologyAcceptanceModel：PerceivedSocialPresenceEffectonOnlineConsumingBehaviorAbstractOnlineconsumingisnowgradu

2、allybecomingoneofthecentralformsofhumanconsumingbehaviorThroughtheprocessofonlineconsuming，consumerscangetagreatdealofexperienceandfeelingsAmongthose，costandaccessmayhinderdecisionandconsumingmoreorlessBesideswebsiteitse

3、lfCanalsohavesomeinfluenceanditCanconveydifferentlevelofperceivedsocialpresenceOnthebasisofTechnologyAcceptanceModel，beyondperceivedusefulnessandperceivedeaseofuse，weaddperceivedaccessbarriersasthethirdinternalbelieftoth

4、emodelThosethreeinternalbeliefscandirectlyinfluenceperson’Sattitudetoconsumingbehavior，thenhaveaneffectonhis／herintensionandfinallyinfluencetherealconsumingbehaviorMoreoverwealsoconsidertheeffectofperceivedsocialpresence

5、，togetherwiththe刪，inordertoresearchhowpeopleconsumeon1ineByasurveyof210consumers，wecompleteaquestionnaireandthenapplyitinthelaterexperimentWedesignavirtualWebsiteforonlineconcertticketssellingtotestwhatpeoplethinkduringt

6、heprocessofbu)，ing102studentsparticipatedintheexperimentunderfourconditionsandfmallywefoundthoseconclusionsasfollowing：1)Perceivedeaseofuseandperceivedusefulnesscalldirectlyinfluenceconsumingattitudeandintensionpositivel

7、yandperceivedaccessbarriersCandirectlyinfluenceconsumingattitudeandintensionnegatively；2)Perceivedeaseofusehaspositiverelationshipwithperceivedusefulness，whileperceivedaccessbarriershasnegativerelationshipwithperceivedus

8、efulness；3)Perceivedusefulnesscallfullymediatetherelationshipbetweenperceivedeaseofuseandattitude，alsodobetweenperceivedaccessbarriersandattitude；4)Perceivedsocialpresencehaspositiveeffectonperceivedusefulnessandperceive

9、deaseofuse，butnegativeeffectonperceivedaccessbarriersInaddition，perceivedsocialpresenceinfluenceattitudeandintensionpositively；5)PerceivedusefulnessandperceivedaccessbarriersCanfullymediatetherelationshipbetweenperceived