W5-理论实例和研究设计-Examples-of-theory-and-research-desig

管理学院SchoolofManagement.UniversityofScienceandTechnologyofChina中国科学技术大学商业研究方法BusinessResearchMethods刘和福LIUHefu第五周:理论实例和研究设计(ExamplesoftheoryandResearchdesign©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-2-好的研究问题AGoodResearchQuestion•清楚Clear•聚焦Focused•简明Concise•复杂/复合Complex•可论证Arguable好的理论GoodTheory•解释力ExplanatoryPower•预测力PredictivePower•结构简约性Parsimony•证伪性Falsifiability•内部一致性Internalconsistency•启发性Heuristicprovocativeness•组织归纳力OrganizingpowerLastweek©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-3-TheoryandResearch理论在研究中的三个应用Theoryfunctionsthreewaysinresearch:1.防止偶然或侥幸Preventourbeingtakeninbyflukes.2.让发现的模式通过提供另一种可能性而变得有意义Makesenseofobservedpatternsinwaysthatcansuggestotherpossibilities.3.指导研究，指明通过实证观察可能得到的发现Directresearchefforts,pointingtowardlikelydiscoveriesthroughempiricalobservation.CostExtrinsicbenefitsIntrinsicBenefits©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-4-CauseConstructEffectConstructProgramObservationsWhatyouthinkWhatyoutestTheoryObservationWhatyoudoWhatyouseeInthisstudycause-effectconstructprogram-outcomerelationshipoperationalizeoperationalize©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-5-TheoryExample理性行为理论Theoryofreasonedaction(TRA)--AjzenandFishbein(1975&1980)1)行为意图behavioralintention,2)态度attitude,3)主观规范subjectivenorm.•个人的行为意图依赖于她对行为的态度和主观规范aperson'sbehavioralintentiondependsontheperson'sattitudeaboutthebehaviorandsubjectivenorms(BI=A+SN).•当个人有采取某一行为的意图后，她就更可能实际采纳这个行为apersonintendstodoabehaviorthenitislikelythatthepersonwilldoit.Anyexamples/phenomena?©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-6-TheoryExample理性行为理论Theoryofreasonedaction(TRA)--AjzenandFishbein(1975&1980)1)行为意图behavioralintention,2)态度attitude,3)主观规范subjectivenorm.•个人的行为意图依赖于她对行为的态度和主观规范aperson'sbehavioralintentiondependsontheperson'sattitudeaboutthebehaviorandsubjectivenorms(BI=A+SN).•当个人有采取某一行为的意图后，她就更可能实际采纳这个行为apersonintendstodoabehaviorthenitislikelythatthepersonwilldoit.Anyexamples/phenomena?©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-7-TheoryExample--Theoryofreasonedaction(TRA)Kulviwat,S.,II,G.C.B.,andAI-Shuridah,O.,(2009),Theroleofsocialinfluenceonadoptionofhightechinnovations:Themoderatingeffectofpublic/privateconsumption,JournalofBusinessResearch,62,706-712.PDA©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-8-TheoryExample--Theoryofreasonedaction(TRA)Komiak,S.Y.X.,andBenbasat,I.,(2006),Theeffectsofpersonalizationandfamiliarityontrustandadoptionofrecommendationagents,MISQuarterly,30,941-960.Ourresearchmodeldrawsitstheoreticalfoundationfromthetheoryofreasonedaction(TRA)(FishbeinandAjzen1975).Incontrasttothetraditionalcognition–affect–intentionframeworkusedinmuchofthepriorresearch,weuseatrustfocusedlens,wherebothcognitionandaffectarereplacedbytheircounterpartsrelatedtotrust,namelycognitiveandemotionaltrust,respectively.©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-9-TheoryExample计划行为理论TheoryofPlannedBehavior(TPB)--IcekAjzen(1985)•在理性行为理论基础上发展而来，增加了“感知的行为控制”developedfromtheTheoryofReasonedActionbyaddinganewcomponent,“perceivedbehavioralcontrol.”•covervolitionalbehaviorsforpredictingbehavioralintentionandactualbehavior.•这些变量主要来自于不同的态度理论，如学习理论，期望-价值理论，匹配理论和归因理论theirkeyvariablesweregroundedinvarioustheoriesofattitudesuchasLearningTheories,Expectancy-ValueTheories,ConsistencyTheories,andAttributionTheoryAnyexamples/phenomena?©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-10-TheoryExample计划行为理论TheoryofPlannedBehavior(TPB)--IcekAjzen(1985)•在理性行为理论基础上发展而来，增加了“感知的行为控制”developedfromtheTheoryofReasonedActionbyaddinganewcomponent,“perceivedbehavioralcontrol.”•covervolitionalbehaviorsforpredictingbehavioralintentionandactualbehavior.•这些变量主要来自于不同的态度理论，如学习理论，期望-价值理论，匹配理论和归因理论theirkeyvariablesweregroundedinvarioustheoriesofattitudesuchasLearningTheories,Expectancy-ValueTheories,ConsistencyTheories,andAttributionTheoryAnyexamples/phenomena?©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-11-TheoryExample–TheoryofPlannedBehavior(TPB)Lee,M.-C.,(2009),Predictingandexplainingtheadoptionofonlinetrading:AnempiricalstudyinTaiwan,DecisionSupportSystems,47,133-142.SinceTAMandTPBhavebeenutilizedindividuallyinmanyonlinecontextstopredictandunderstanduserperceptionsofsystemuseandtheprobabilityofadoptinganonlinesystem[20,27,60],©刘和福•中国科学技术大学管理学院•SchoolofManagement,•UniversityofScienceandTechnologyofChina•E-Mail:[e-mail]-12-TheoryExample–TheoryofPlannedBehavior(TPB)DeCannire,M.,DePelsmacker,P.,andGeuens,M.,(2009),Relationshipqualityandthetheoryofplannedbehaviormodelsofbehaviora