移动网络社群用户团购信息采纳动因——基于信息生态视角的扎根理论分析

Motivation for the Adoption of Group-Buying Information by Mobile Network Community Users——A Grounded Theory Analysis from the Perspective of Information Ecology

【目的/意义】移动网络社群团购作为新兴的电子商务新业态,越来越多地受到资本和市场的关注。本研究从信息生态视角出发,对移动网络社群用户团购信息采纳影响因素进行探究。【方法/过程】通过扎根理论的研究方法,对用户进行半结构化访谈,并进行编码分析,得出43个初始概念,14个范畴和5个主范畴。【结果/结论】构建了移动网络社群用户团购信息采纳的影响因素模型,解释了其影响方式,为后续研究提供参考和启示,并针对移动网络社群用户团购信息采纳动因提供优化策略。【创新/局限】本文基于信息生态视角针对移动网络社群用户的团购信息采纳动因展开研究,探索电商新业态下的用户对信息采纳的影响因素,对于移动网络社群、团购、信息采纳等相关领域具有创新性。但未探究影响因素之间的条件组合效应对移动网络社群用户团购信息采纳动因的影响,未来研究将着眼于影响因素间的组态效应对移动网络社群用户团购信息采纳意愿的影响机制。

【Purpose/significance】As a new format of e-commerce, the group-buying of mobile network community has attracted more and more attention from capital and market. From the perspective of information ecology, this study explores the factors that influence the adoption of group-buying information by mobile network community users.【Method/process】Through the research method of grounded theory, semi-structured interviews were conducted with users, and coding analysis was carried out to obtain 43 initial concepts, 14 categories and 5 main categories.【Result/conclusion】The influence factors model of group-buying information by mobile network community users was constructed, its influence mode was explained. It is expected to provide reference and inspiration for subsequent studies, and some optimization strategies were put forward to improve the motivation for the adoption of group-buying information by mobile network community users.【Innovation/limitation】From the perspective of information ecology, this paper focuses on the factors that influence the adoption of group-buying information by mobile network community users, and explores the influencing factors of users’ information adoption under the new business form of e-commerce,which is innovative in related fields such as mobile network community,group-buying,and information adoption. However, the influence of conditional combination effect among influencing factors on the motivation of group buying information adoption of mobile network community users has not been explored. Future research will focus on the configuration effect among influencing factors on the intention of group-buying information adoption of mobile network community users.