Research On The Consumer's Intention To Use E-Commerce Under The Evolving Of Space Of Flows

Along with the fast development of the information society, space of flows has become the dominant space logic, replacing the traditional space of places, meanwhile, the social network achieve large-scale interconnection spanning time and space, the one-to-many issuance turned into many-to-many connection. The traditional dominant and power structure is gradually changed, the pyramid-style hierarchy structure of the space of flows is evolving to decentralized and flat structure. The E-Commerce based on the internet also takes on new characters under the influence of the evolving of space of flows. At present, most of the researches on the using intention of E-Commerce are limited to website quality, perceived ease of use, perceived risks and etc, which couldn't explain the influence of complex social network and the new characters of the E-Commerce brought by the evolving of the space of flows on the consumer's intension to use. This paper enriches and improves related theory of consumer's intention to use E-Commerce via qualitative and quantitative research methods.This paper carried out the researches primarily from eight perspectives. The first one is analyzing the evolving of the space of flows and the new characters of E-Commerce under this background; the second one is the review of related literatures, and defining the concepts of the research variables of this paper; the third one is analyzing the interview and case materials using Grounded Theory, extracting the new influence factors of the customer value of E-Commerce under the evolvement of space of flows, including social capital value, postmodern consuming recognition value, and perceived of value creation; the fourth one is mechanism analysis of the three factors extracted by Grounded Theory, and putting forth the definitions of these factors; the fifth one is developing the research model of the consumer's intention to use E-Commerce based on the customer value; the sixth one is designing and developing the measurement scale of the model; the seventh one is carrying out empirical study using AMOS17.0 and SPSS16.0 to check the reliability and validity of the measurement scale, test the hypotheses proposed by this model and test the influence of the demographic variable and etc on the independent variables and intermediate variables; the eighth one is proposing related practice recommendations.This paper defines the consumer's intention to use E-Commerce as the consumer's attitude and expectation toward using the E-Commerce in the foreseeable future, which is a behavior tendency and preparation. The social capital value is defined as the resources inhabited in the E-Commerce consumer's network and could be transferred among the consumers. The postmodern consuming recognition value defines as the personal recognition and social recognition acquired by the E-Commerce's symbolic meaning. The perceived of value creation is defined as the tradeoff of the satisfaction of the value creation demand using the E-Commerce, while the value creation demand is the strong tendency of consumer to be a producer.The empirical study results indicate that the social capital value, postmodern consuming recognition value, perceived of value creation, and perceived of cost reduction have positive influence on customer value, and act on the using intention via customer value; the social capital value has negative influence to perceived risk, and has positive influence on postmodern consuming recognition and perceived of value creation; the overall service quality doesn't have influence on customer value, but has positive influence on perceived ease of use; the perceived of cost reduction has positive influence on perceived ease of use; the perceived risk has negative influence on the using intention; the E-Commerce customer value and perceive ease of use have positive influence on the intention to use.In terms of demographic variables and etc, the research results indicate that women have a higher perceived of social capital value, while men have a higher perceived of value creation; the older the consumer, the bigger the postmodern consuming recognition value acquired vial the E-Commerce; consumers with high income have more social capital value perception, while consumers with lower income have higher perceived of postmodern consuming recognition, perceived ease of use, and perceived of cost reduction; consumers with a better education have higher perceived of social capital value, perceived ease of use, perceived of cost reduction, and a better perceived of overall service quality, as well as a lower perceived risk; consumers with a more intensive using frequency have higher perceived of social capital value, perceived of postmodern consuming recognition value, perceived ease of use, perceived of overall service quality and perceived of cost reduction, as well as a lower perceived risk.As last, this paper put forward the practice recommendations, summarized the limitations of this research, and gave some suggestions to the future researches.The innovations of this paper are as follows:First of all, this paper developed the customer value-based intention to use E-Commerce model. The former literatures are all based on attitude, trust and etc, there are few literatures that did research from the customer value perspective; however, lots of researchers have demonstrate that customer value is an important factor that influence the consumer's using intention (Kim, Chan and Gupta,2007; Sweeney and Soutar,1997; Chen,2008, Rokeach,1973), thus, this paper makes up for the shortage of the researches on the influencing mechanism of customer value to the consumer's using intention in the E-Commerce field.Secondly, using the Grounded Theory to extract the new influencing factors on the E-Commerce customer value via analyzing the interview and case materials, the factors including social capital value, postmodern consuming recognition value and perceived of value creation, which enriches and improves related theory of E-Commerce customer value, and introduce these factors into the customer value-based consumer's intention to use E-Commerce research model.Thirdly, this paper developed the measurement scale of the research model, defined all the variables in the model, and tested the measurement scale's reliability and validity via Exploratory Factor Analysis, Confirmatory Factor Analysis and etc.Fourthly, this paper carried out empirical research, using the AMOS17.0 and SPSS16.0 to analyze the data and test the hypotheses, and improved the model according to the analysis result, demonstrating that the customer value has positive influence on the consumer's intention to use E-Commerce, the three factors extracted by the Grounded Theory do have positive influence on customer value, and act on the consumer's intention to use E-Commerce via customer value.