论文部分内容阅读
近年来在线购物出现了向社会化协同购物发展的趋势,已有关于计算机支持的协同工作和大量群体决策的研究表明,同步性是影响群体协作绩效的一个重要因素。协同购物作为一个以计算机为媒介的群体协作活动,媒介同步性必然起到重要的作用。以计算机支持的协同工作和以计算机为媒介的交流为视角,基于媒介同步性理论和技术灵魂理论,考察在线协同购物环境下用户对媒介的选择问题,探讨媒介同步性、产品类型和购物阶段3个变量之间的交互作用如何影响用户对媒介的选择偏好。进一步,设计一个实验室实验收集用户行为数据,并通过重复度量方差分析验证上述关系。实验结果表明,如果可以自由选择,用户会更偏好使用同步媒介而不是异步媒介。当协同购物的对象是搜索品时,媒介同步性和购物阶段之间不存在交互作用;当协同购物的对象是体验品时,媒介同步性与购物阶段存在显著的交互作用,即与初选阶段相比,细选阶段的用户更偏好使用同步媒介。关注媒介同步性这一在线协同购物的全新研究视角,拓展媒介同步性理论的适用范围,为应用技术灵魂理论研究信息技术的使用行为提供一个范例;通过引入技术灵魂理论,说明为什么即时通信工具和E-mail在能力差别不大的情况下仍然可以被划分为同步性截然不同的两种媒介;将协同购物分为初选阶段和细选阶段进行研究,打开了购物过程的黑盒子,进一步深化了对协同购物过程的理解;将媒介同步性、产品类型和购物阶段放在同一个模型中,探讨在线协同购物环境下用户对媒介的选择行为,并着重关注它们之间的三向交互作用。研究结果对协同购物网站的设计者和运营者有重要意义。
In recent years, online shopping has emerged as a trend toward social collaborative shopping. Research on collaborative work on computer support and mass group decision-making has shown that synchronization is an important factor affecting the performance of collaborative groups. Collaborative shopping as a computer-based group collaborative activities, media synchronization will inevitably play an important role. From the perspective of computer-supported collaborative work and computer-mediated communication, based on the media synchronicity theory and technical soul theory, this paper examines the users’ choice of media in online collaborative shopping environment and discusses the issues of media synchronization, product type and shopping stage 3 How the interaction between the variables affects the user’s preference for the media. Further, a laboratory experiment was designed to collect user behavior data and verify the relationship by repeated measures of variance analysis. Experimental results show that if you are free to choose, users will prefer to use synchronous media instead of asynchronous media. There is no interaction between media synchronicity and shopping stage when the object of collaborative shopping is searching for goods. When the object of collaborative shopping is experience goods, there is a significant interaction between media synchronicity and shopping stage, that is, In contrast, users in the thinning phase prefer synchronized media. Pay attention to the media synchronicity, a new research perspective of online collaborative shopping, expand the scope of application of the theory of media synchronicity, and provide an example for the use of technology soul theory to study the use of information technology; introduce technology soul theory to explain why instant messaging tools and E-mail can still be divided into two kinds of media with different synchronicity under the condition of small difference in ability. The research divides the collaborative shopping into the primary phase and the selective phase, opens the black box of the shopping process and further deepens In order to understand the collaborative shopping process, we put the media synchronicity, product type and shopping stage into the same model to explore the users’ choice of media in online collaborative shopping environment and pay attention to the three-way interaction between them. The findings are of great importance to designers and operators of collaborative shopping sites.