网络消费行为影响要素的回溯性研究——基于Meta-Analysis的分析策略

The Retrospective Study on the Influencing Factors of Online Consumption Behavior--The Analysis Strategy Based on Meta-Analysis

基于网络经济的快速发展,不同学者对于网络消费行为的影响要素,形成了丰富的研究积累。由于采用不同的理论模型、前提假设与实证基础,因而存在着研究结果间的结论差异。以过往研究文献为数据来源与分析对象,对于行为影响要素的再度发掘与论证,成为此项研究的主旨。本研究采用知识图谱(CiteSpace)、自然语言分析(NLPIR)及元分析(Meta-Analysis)方法,对于2015—2020年期间的相关文献为分析样本,共计全样本文献数量223篇,可用于元分析的文献61篇。研究发现,在影响网络消费行为的要素中,感知有用性、信任、服务质量、交互信息、社交因素具有正向性功能;而感知风险、交易成本则具有负向性功能。同时,针对于研究结果,提出了有关研究维度与类型、情境性切换等方面的研究思考与设想。

Based on the sustainable development of the network economy,different scholars have formed a fatty accumulation of studies on the influencing factors of network consumption behavior.Because of various theoretical models,presuppositions,and experimental conditions,there are significant differences in influencing factors.The primary purpose of this study is to sort out the previous research literature and to explore and demonstrate the key elements.In this study,a knowledge map(CiteSpace),natural language Analysis(NLPIR),and meta-analysis used to analyze relevant literature from 2015—2020,with a total of 223 pieces of papers on the whole sample,including 61 pieces of papers that can be used for meta-analysis.The study found that perceived usefulness,trust,service quality,interactive information,and social factors had positive functions,while perceived risk and transaction cost had adverse functions.At the same time,in view of the research results,some research thoughts and assumptions about the research dimensions and types,situational switching and so on are put forward.