發(fā)布時(shí)間：2018-10-23 09:29

【摘要】：在當(dāng)今網(wǎng)絡(luò)信息時(shí)代,網(wǎng)絡(luò)購(gòu)物因其便利性逐漸成為一種流行的購(gòu)物方式。隨著亞馬遜、京東全球購(gòu)和天貓國(guó)際商城等跨境電商模塊的發(fā)展壯大,近年來(lái)跨境網(wǎng)購(gòu)在國(guó)內(nèi)逐漸興起,尤其更受年輕群體的歡迎。“亞馬遜中國(guó)發(fā)布2016年跨境網(wǎng)購(gòu)趨勢(shì)報(bào)告”顯示,跨境網(wǎng)購(gòu)在中國(guó)愈發(fā)普及和呈現(xiàn)常態(tài)化趨勢(shì)。而母嬰用品成為當(dāng)下跨境電商市場(chǎng)最暢銷(xiāo)的商品之一,是跨境電商發(fā)展的主要推動(dòng)力。本研究首先指出我國(guó)跨境母嬰電商的市場(chǎng)前景廣闊,但是跨境母嬰電商依舊存在品牌信任度問(wèn)題、跨境物流問(wèn)題、供應(yīng)鏈整合和用戶運(yùn)營(yíng)問(wèn)題等,這些問(wèn)題影響跨境母嬰電商的發(fā)展;其次根據(jù)技術(shù)接受模型理論,保留原有的感知易用和感知有用的基本變量基礎(chǔ)上,對(duì)模型進(jìn)行擴(kuò)展,通過(guò)相關(guān)理論基礎(chǔ),找到感知安全、跨境網(wǎng)購(gòu)經(jīng)歷和跨境參照群體變量,建立本研究關(guān)于母嬰用品跨境網(wǎng)購(gòu)意愿的假設(shè)模型;再次利用問(wèn)卷調(diào)查的方式,對(duì)母嬰用品消費(fèi)者進(jìn)行數(shù)據(jù)調(diào)研,探究以上因素對(duì)于母嬰用品跨境網(wǎng)購(gòu)的影響。應(yīng)用SPSS20.0軟件對(duì)調(diào)查問(wèn)卷消費(fèi)者的基本特征和網(wǎng)購(gòu)情況進(jìn)行描述性統(tǒng)計(jì),得出母嬰用品消費(fèi)者跨境網(wǎng)購(gòu)的基本現(xiàn)狀情況,利用結(jié)構(gòu)方程模型驗(yàn)證本文提出的基本假設(shè),在模型的擬合結(jié)果和路徑分析中驗(yàn)證各個(gè)因素的影響,最后根據(jù)各因素的影響作用,提出對(duì)于B2C跨境母嬰電商企業(yè)的建議。通過(guò)探究感知有用、感知易用、感知安全、跨境網(wǎng)購(gòu)經(jīng)歷、跨境參照群體五個(gè)因素對(duì)母嬰用品跨境網(wǎng)購(gòu)意愿的影響,得出這些因素對(duì)于母嬰用品跨境網(wǎng)購(gòu)意愿均正向相關(guān),在上述分析結(jié)論的基礎(chǔ)之上,提出針對(duì)跨境母嬰電商企業(yè)經(jīng)營(yíng)的建議,主要包括:注重跨境參照群體對(duì)消費(fèi)群體的影響,發(fā)揮意見(jiàn)領(lǐng)袖的作用;提高消費(fèi)者跨境網(wǎng)購(gòu)的安全性;優(yōu)化跨境購(gòu)物體驗(yàn);簡(jiǎn)化購(gòu)物流程;提高消費(fèi)者重復(fù)購(gòu)買(mǎi)率,增加消費(fèi)者跨境網(wǎng)購(gòu)經(jīng)歷。
[Abstract]:In the age of network information, online shopping has gradually become a popular way of shopping because of its convenience. With the development of cross-border ecommerce modules such as Amazon, JingDong's global purchase and Tmall International Mall, cross-border online shopping has been rising in China in recent years, especially among young people. Amazon China's 2016 Cross-border online purchase Trends report shows that cross-border online shopping is becoming more common and more common in China. The mother and child products have become one of the best-selling goods in the cross-border e-commerce market, and are the main driving force for the development of cross-border ecommerce. This study first points out that the market prospect of cross-border mother-child e-commerce in China is broad, but cross-border mother-child e-commerce still has brand trust, cross-border logistics, supply chain integration and user operation problems, etc. These problems affect the development of cross-border mother-to-child e-commerce. Secondly, according to the theory of technology acceptance model, the model is extended to find the safety of perception based on the original basic variables of perception and usefulness. Based on cross-border online shopping experience and cross-border reference group variables, this study establishes a hypothetical model about the willingness of cross-border online shopping of maternal and child supplies; again, it makes use of questionnaires to investigate the data of consumers of maternal and child products. Explore the above factors for maternal and child supplies cross-border online shopping impact. The basic characteristics of questionnaire consumers and the situation of online shopping are analyzed by using SPSS20.0 software, and the basic status of cross-border online shopping for consumers of maternal and child supplies is obtained. The basic hypotheses proposed in this paper are verified by using structural equation model. In the model fitting results and path analysis to verify the impact of each factor, finally, according to the impact of each factor, put forward for B2C cross-border mother-child e-commerce enterprises recommendations. By exploring the effects of five factors, such as perceived usefulness, perceived ease of use, perceived security, cross-border online shopping experience and cross-border reference group, on the willingness of cross-border online purchase of maternal and child supplies, it is concluded that these factors are positively related to cross-border purchase willingness of maternal and child supplies. On the basis of the above conclusions, the paper puts forward some suggestions for the management of cross-border mother-and-child e-commerce enterprises, including: paying attention to the influence of cross-border reference groups on consumer groups, giving play to the role of opinion leaders, improving the safety of cross-border consumer online shopping; Optimize the cross-border shopping experience; simplify the shopping process; increase consumer repeat purchase rate, increase consumer cross-border online shopping experience.
【學(xué)位授予單位】：山東科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F724.6

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