学校编码 :10384 学号 : 硕士学位论文比特经济时代互联网免费产品继续使用意愿探析 - -- 以免费视频软件 ( 网站 ) 为例 The Continued Use Intention of Free Internet Products In the Biteco

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1 学校编码 :10384 学号 : 硕士学位论文比特经济时代互联网免费产品继续使用意愿探析 - -- 以免费视频软件 ( 网站 ) 为例 The Continued Use Intention of Free Internet Products In the Biteconomy:Perspective from the Free Video Software 达日罕指导教师 : 周星专业名称 : 市场营销学答辩日期 :2015 年 5 月

2 厦门大学学位论文原创性声明本人呈交的学位论文是本人在导师指导下, 独立完成的研究成果本人在论文写作中参考其他个人或集体已经发表的研究成果, 均在文中以适当方式明确标明, 并符合法律规范和厦门大学研究生学术活动规范 ( 试行 ) 另外, 该学位论文为 ( ) 课题 ( 组 ) 的研究成果, 获得 ( ) 课题 ( 组 ) 经费或实验室的资助, 在 ( ) 实验室完成 ( 请在以上括号内填写课题或课题组负责人或实验室名称, 未有此项声明内容的, 可以不作特别声明 ) 声明人 ( 签名 ): 年月日

3 厦门大学学位论文著作权使用声明本人同意厦门大学根据中华人民共和国学位条例暂行实施办法等规定保留和使用此学位论文, 并向主管部门或其指定机构送交学位论文 ( 包括纸质版和电子版 ), 允许学位论文进入厦门大学图书馆及其数据库被查阅借阅本人同意厦门大学将学位论文加入全国博士硕士学位论文共建单位数据库进行检索, 将学位论文的标题和摘要汇编出版, 采用影印缩印或者其它方式合理复制学位论文本学位论文属于 : ( )1. 经厦门大学保密委员会审查核定的保密学位论文, 于年月日解密, 解密后适用上述授权 ( )2. 不保密, 适用上述授权 ( 请在以上相应括号内打或填上相应内容保密学位论文应是已经厦门大学保密委员会审定过的学位论文, 未经厦门大学保密委员会审定的学位论文均为公开学位论文此声明栏不填写的, 默认为公开学位论文, 均适用上述授权 ) 声明人 ( 签名 ): 年月日

4 摘要在过去的几年中, 互联网经济的发展日新月异, 在造就了一个又一个富豪传奇的同时, 这些超级企业的商业模式也映入了我们的眼帘互联网企业的蓬勃发展, 大多依靠于其庞大的用户群带来的外部性, 比特经济的产品特性为互联网产品实行免费策略提供了可能, 而免费则正是互联网企业获取庞大用户数量的不二法宝, 其中免费视频软件 ( 网站 ) 作为免费产品中的新兴力量, 在近些年中的市场上也有着不俗的表现,2013 年市场规模已达亿元研究免费视频软件对于整个互联网免费产品市场均有一定参考价值免费视频软件 ( 网站 ) 作为一种特殊的比特产品, 具备其核心特质 : 网络外部性免费产品的盈利模式多种多样, 免费视频软件 ( 网站 ) 则主要依靠引入第三方利益相关者进行广告投放及通过广告推广自身收费会员获取盈利, 因其盈利方式对广告的特殊依赖, 本研究在模型中引入了广告侵犯感知及广告总体态度的构念, 并依据其比特产品的特性引入网络外部性, 在 ECM-IT 模型核心构念有用性感知的基础上, 利用习惯形成视角, 建立了免费视频软件 ( 网站 ) 的继续使用意愿模型经过实证分析, 我们得出以下三点结论 : 第一, 有用性感知网络外部性及习惯对继续使用意愿有显著正向影响, 而消费者对于免费视频软件 ( 网站 ) 中的广告侵犯感知则对继续使用意愿没有显著影响 ; 第二, 在有用性感知网络外部性对免费视频软件的继续使用意愿的影响中, 习惯起部分中介作用 ; 第三, 消费者有用性感知对继续使用意愿影响时, 会受到广告总体态度的调节作用 ; 这些结论也为现阶段广泛存在于免费视频软件厂商的通过广告进行盈利的盈利方式提供了合理的理论支撑关键词 : 免费视频软件 ; 网络外部性 ; 广告总体态度 ; 继续使用意愿

5 Abstract In the past few years, the Internet economy has got a dramatic development and created a lot of rich legends, meanwhile, the business models of these super companies have also come into public notice. The vigorous development of the Internet companies mostly relies on their huge user bases that bring externalities. The feature of bit products provides possibilities of the free strategy for Internet products. And the free strategy is the best weapon to obtain a large number of users. Among the free Internet products, free video software as an emerging force also has a good performance in recent years with a market scale of billion RMB. Therefore, the study of free video software has a certain reference value for the Internet free market. Free Video Software as a special bit products has its core quality: network externalities. The free products have various profit patterns, and free video software gets profit mainly through the online advertising for the third-party stakeholders and promoting their charge members. Because its profitable way has special dependence on advertising, this study introduced the constructs of Offended by Advertising and Attitude toward Advertising in General in the model and bringed in the network externalities in accordance with the characteristics of bit products, then on the basis of ECM-IT model s core construct Perceived usefulness, with using the habit formation perspective, finally established the Continued Use Intention model of free video software. After the empirical analysis, we draw the following three conclusions: Firstly, Perceived usefulness, Network Externalities and Habits have a significant positive impact on the Continued Use Intention, and consumers Offended by Advertising has no significant influence on the Continued Use Intention; Secondly, Habit plays an intermediary role in the influencing process of Perceived usefulness, Network Externalities to Continued Use Intention; Then, the third is that Attitude toward

6 Advertising in General plays a regulatory role when Perceived usefulness is influencing Continued Use Intention; These conclusions provide a reasonable theoretical support for the widespread profit way of free video software vendors by making money through advertising at the present stage. Keywords: Free video software; Network externalities; Advertising general attitude; Continued Use Intention

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11 Degree papers are in the Xiamen University Electronic Theses and Dissertations Database. Full texts are available in the following ways: 1. If your library is a CALIS member libraries, please log on and submit requests online, or consult the interlibrary loan department in your library. 2. For users of non-calis member libraries, please mail to etd@xmu.edu.cn for delivery details.

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学校编码 :10384 学号 : 硕士学位论文 比特经济时代互联网免费产品继续使用意愿探析 - -- 以免费视频软件 ( 网站 ) 为例 The Continued Use Intention of Free Internet Products In the Biteco

学校编码 :10384 学号 : 硕士学位论文比特经济时代互联网免费产品继续使用意愿探析 - -- 以免费视频软件 ( 网站 ) 为例 The Continued Use Intention of Free Internet Products In the Biteco