从创新扩散理关于看网上购物的扩散和采用.pdf

I 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S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 S形曲线 II Abstract Shopping online, aninnovational way ofshopping has a great deal ofadvantages compared withtraditional shopping in shops andmarkets. However, because of the environmental impacts of the society and the consumers’ distrust ofshopping online and reliance of thetraditional shopping mode, thedevelopment ofonlineshopping in China has not been as fast as that of development in recent decades. In order to analyze the problem in depth, this thesiscites the theory of innovation diffusion as a foundation and makes an analysis based on shopping online data offered by work Information Center (CNNIC) in recentyears. The paper demonstrates the diffusion tendency ofshopping online inChina, illustratesthe individual's shopping online purchase behavior. Finally, detailedsuggestions fordiffusion anddevelopment of onlineshopping are offered. This paper interprets theshopping onlinein two angles: innovation of shopping online and first, thestudy presents the course ofshopping online diffusion, describes the S-shaped curve and analyzes howthe five innovative characteristics influencethe whole process ofonline by study the way socialindividuals adoptshopping online, we divided the whole course into six stages: awareness, interest, information collection and evaluation, trial,evaluation of innovation adoption and finally , we also learn that some certainpersonal characteristics can influ