探讨消费者在社会化购物社区上的冲动购物行为

声明

摘要

Abstract

Table of Contents

List of Tables

List of Figures

Chapter 1 Introduction

1．1 Research Justification

1．1．1 Importance of Social Commerceand Online Impulse Buying Behavior

1．1．2 Limitations of Existing Research

1．2 Research Questions

1．3 Expected Contributions

1．4 Structure of Dissertation

Chapter 2 Literature Review

2．1 Social Commerce

2．1．1 Concepts about Social Commerce

2．1．2 Classification of Social Commerce Communities

2．1．3 Key Features of Social Commerce Community

2．1．4 Research on Social Commerce

2．2 Impulse Buying

2．2．1 Understanding Consumers’Online Impulse Buying Behavior

2．2．2 Research on Online Impulse Buying

2．3 Parasocial Interaction

2．3．1 Parasocial Interaction Research in Media and Communication

2．3．2 Parasocial Interaction Research in Psychology

2．3．3 Forming Parasocial InteractionRelationship in Social Commerce Communities

2．4 Stimuli-Organism-Response Model

2．4．1 Features of Social Commerce Community as Environmental Stimulus

2．4．2 User’s Cognitive，Affective，and Emotional Reactions in Social Commerce Community

2．4．3 Users’Impulse Buying Tendency as Response

Chapter 3 Research Model and Hypotheses

3．1 Effects of Task-Relevant and Mood-RelevantFeatures on Perceived Usefulness

3．2 Effects of Task-Relevant and Mood-Relevant on Perceived Enjoyment

3．3 Effects of Social-Relevant Features on Parasocial Interaction

3．3．1 Effect of Similarity on Parasocial Interaction

3．3．2 Effect of Expertise on Parasocial Interaction

3．3．3 Effect of Likeability on Parasocial Interaction

3．4 Relationships between Perceived Enjoyment，Perceived Usefulness，and Parasocial Interaction

3．4．1 Effect of Perceived Usefulness on Perceived Enjoyment

3．4．2 Effect of Parasocial Interaction on Perceived Enjoyment

3．5 Understanding Users’Impulse Buying Tendency

3．5．1 Effect of Perceived Enjoyment on Impulse Buying Tendency

3．5．2 Effect of Parasocial Interaction on Impulse Buying Tendency

Chapter 4 Research Methodology

4．1 Online Survey Research Design

4．2 Construct Operationalization

4．2．1 Instrument Development

4．2．2 Instrument Validation

4．2．3 Data Collection Procedure

4．2．4 Common Method Variance

4．3 Data Analysis Plan

Chapter 5 Data Analysis

5．1 Measurement Model Evaluation

5．1．1 Reliability

5．1．2 Convergent Validity

5．1．3 Discfiminant Validity

5．2 The Structural Model

5．3 Summary of Hypotheses and Results

Chapter 6 Discussion and Conclusion

6．1 Discussion of Results

6．2 Limitations and Directions for Future Research

6．2．1 Cross-Sectional Nature

6．2．2 Biases in Data Collection and Interpretation

6．2．3 Generalization

6．3 Implications for Research and Practice

6．3．1 Implications for Researchers

6．3．2 Implications for Practitioners

Reference

Acknowledgements

在读期间发表的学术论文

APPENDIX

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