从创新扩散理试论看网上购物的扩散与采用.pdf

摘要
网上购物作为一种创新的购物方式虽然与现场购物相比具有诸多优势但是由
于社会的大环境影响消费者对原有购物模式的依赖以及对网上购物的不信任造
成网上购物近年在中国的发展并不像互联网发展那样迅速
为了深入分析这一问题本文根据传播学的创新扩散理论通过对历年来中国
互联网络信息中心关于网上购物的相关数据与信息进行分析明晰网上购物在我国
的传播趋势分解消费个体的购买行为为网上购物的传播与发展提供针对性的建
议
本文从网上购物创新本身和网上购物的采用个体两个角度出发首先研究了网
上购物在我国的创新扩散过程及描述出形曲线分析了五个创新特征是如何影响
网上购物这一创新事物的扩散传播的
然后将网上购物的采用过程分成六个阶段知晓兴趣收集信息且评价试用
采纳评价采纳进行研究并对这六个阶段以及在采用过程个人特征对评价与选择
的影响进行了分析研究表明高学历高收入低年龄未婚这四项特征在网上
购物这一创新的采用过程中具有很大的影响因为它们在某种程度上直接决定了用
户是否进入收集信息和最终给出采用的评价这两个至关重要的阶段所以具备这四
项特征的人群是现今网上购物采用者的主体
最后针对研究的结果提出三大方面的对策包括引导消费观念纳入网络购物
建立诚信机制细致个性服务改进网络技术完善网支配送

关键词网上购物创新扩散理论采用形曲线


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Abstract
Shopping online, an innovational way of shopping has a great deal of advantages
compared with traditional shopping in shops and markets. However, because of the
environmental impacts of the society and the consumers’ distrust of shopping online and
reliance of the traditional shopping mode, the development of online shopping in China
has not been as fast as that of development in recent decades.
In order to analyze the problem in depth, this thesis cites the theory of innovation
diffusion as a foundation and makes an analysis based on shopping online data offered by
work Information Center (CNNIC) in recent years. The paper demonstrates
the diffusion tendency of shopping online in China, illustrates the individual's shopping
online purchase behavior. Finally, detailed suggestions for diffusion and development of
online shopping are offered.
This paper interprets the shopping online in two angles: innovation of shopping
online and individual adoption. At first, the study presents the course of shopping online
diffusion, describes the S-shaped curve and analyzes how the five innovative
characteristics influence the whole process of online shopping. Then by study the way
social individuals adopt shopping online, we divided the whole course into six stages:
awareness, interest, information collection and evaluat