在線購物環(huán)境感知對消費(fèi)者購買行為影響研究
發(fā)布時間：2018-11-10 21:36
【摘要】：近年以來,互聯(lián)網(wǎng)技術(shù)飛速發(fā)展,互聯(lián)網(wǎng)經(jīng)濟(jì)空前繁榮,在線購物已經(jīng)成為十分普遍的購物方式。消費(fèi)者在線購物行為受到很多因素的影響。而作為一般消費(fèi)者,在購物過程中很多時候直接受到網(wǎng)站本身的設(shè)計(jì)、布局、信息的詳細(xì)程度、搜索服務(wù)等網(wǎng)站因素的直接影響,同時由于網(wǎng)絡(luò)的虛擬性,消費(fèi)者還往往受到提供在線購物商家所提供的線下服務(wù)的影響。網(wǎng)站本身的各種技術(shù)創(chuàng)新以及新媒體工具的使用和電子商務(wù)企業(yè)在線下建立的服務(wù)體系已經(jīng)成為電子商務(wù)企業(yè)之間競爭中的重要競爭力。因此,研究在線消費(fèi)環(huán)境感知的各個因素對于消費(fèi)者的影響具有一定的現(xiàn)實(shí)意義。 本文技術(shù)接受模型的基礎(chǔ)上,加入了網(wǎng)站因素和服務(wù)因素兩個外在變量,結(jié)合模型中感知網(wǎng)購有用、感知網(wǎng)購易用、感知網(wǎng)購風(fēng)險(xiǎn)三個變量,研究對于消費(fèi)者網(wǎng)購意向的影響,構(gòu)建了假設(shè)模型。引入了前人研究成果中的成熟量表,通過問卷調(diào)查的手段對于各個變量進(jìn)行了測量,然后使用SPSS19.0和AMOS17.0對于調(diào)查所得的數(shù)據(jù)進(jìn)行分析,對于假設(shè)模型進(jìn)行檢驗(yàn)。之后又從人口統(tǒng)計(jì)變量入手,研究人口統(tǒng)計(jì)變量對于各個變量的影響,得出相關(guān)的結(jié)論： 一、感知網(wǎng)購有用、感知網(wǎng)購易用與消費(fèi)者的網(wǎng)上購物意向正向相關(guān),感知網(wǎng)購風(fēng)險(xiǎn)和購物意向成負(fù)向相關(guān),以上三個因素對消費(fèi)者網(wǎng)絡(luò)購物意向具有顯著性影響。根據(jù)實(shí)證分析部分的數(shù)據(jù)可以看出,感知網(wǎng)購易用對于網(wǎng)購意向的相關(guān)度最大。 二、網(wǎng)站因素與感知網(wǎng)購有用、感知網(wǎng)購易用兩因素正向相關(guān),與感知網(wǎng)購風(fēng)險(xiǎn)呈負(fù)相關(guān)關(guān)系。 三、服務(wù)因素與感知網(wǎng)購有用、感知網(wǎng)購易用兩因素正向相關(guān),與感知網(wǎng)購風(fēng)險(xiǎn)負(fù)向相關(guān)。 四、部分人口因素影響消費(fèi)者網(wǎng)購意向,收入最低的學(xué)生群體對于網(wǎng)購購買意向最強(qiáng)烈、對于網(wǎng)站因素感知最好。網(wǎng)購次數(shù)較少的顧客對網(wǎng)站因素感知最好,而網(wǎng)購次數(shù)較多的顧客則對網(wǎng)站感知較差。 在以上四份結(jié)論的基礎(chǔ)上,電子商務(wù)企業(yè)提出了建議： 第一,注重智能客戶端的改進(jìn)與推廣。抓住智能手機(jī)發(fā)展的機(jī)會,抓住客戶。 第二,進(jìn)一步整合資源提高企業(yè)核心競爭力。進(jìn)一步讓客戶體驗(yàn)到感知有用,刺激消費(fèi)者購買。 第三,注重在線購物安全體系的建設(shè)。最大限度消除消費(fèi)者對于網(wǎng)購風(fēng)險(xiǎn)的感知。 第四,關(guān)注年輕消費(fèi)者的動向增強(qiáng)企業(yè)創(chuàng)新能力。 希望通過這些本文的研究成果能夠給企業(yè)帶來一定的幫助。
[Abstract]:In recent years, with the rapid development of Internet technology and the unprecedented prosperity of Internet economy, online shopping has become a very common way of shopping. Consumer online shopping behavior is affected by many factors. As a general consumer, many times in the shopping process, they are directly affected by the website design, layout, detail of information, search services, and other website factors. At the same time, because of the virtual nature of the network, Consumers are also often affected by the offline services offered by online shoppers. The technological innovation of the website itself, the use of new media tools and the service system established by e-commerce enterprises have become the important competitiveness in the competition between e-commerce enterprises. Therefore, it is of practical significance to study the factors of online consumer environment perception for consumers. Based on the technology acceptance model, this paper adds two external variables, website factor and service factor, and studies the influence on consumers' online purchase intention by combining three variables: perceived online purchase usefulness, perceived online purchase ease of use, and perceived online purchase risk. A hypothetical model is constructed. This paper introduces the mature scale of the previous research results, measures the variables by questionnaire, then uses SPSS19.0 and AMOS17.0 to analyze the data obtained from the investigation and tests the hypothetical model. Then starting with the demographic variables, this paper studies the impact of demographic variables on each variable, and draws the relevant conclusions: first, perceived online shopping useful, perceived online shopping easy to use with consumers online shopping intention positive correlation, Perceived online shopping risk is negatively correlated with shopping intention, and the above three factors have a significant impact on consumers' online shopping intention. According to the data of empirical analysis, it can be seen that perceived ease of use of online shopping intention is the most relevant. Second, website factors are positively correlated with perceived online purchase usefulness, perceived online purchase ease of use, and negatively correlated with perceived online purchase risk. Third, service factors are positively related to perceived online shopping usefulness, perceived online shopping ease of use is positively correlated, and perceived online purchase risk is negatively correlated. Fourth, some population factors affect consumers' online purchase intention. The lowest income group has the strongest online purchase intention and the best website factor perception. Customers with less times of online shopping have the best perception of website factors, while customers with more times of online shopping are less aware of website. On the basis of the above four conclusions, e-commerce enterprises put forward some suggestions: first, pay attention to the improvement and promotion of smart client. Seize the opportunity of smartphone development, seize the customer. Second, further integrate resources to improve the core competitiveness of enterprises. Further enable customers to experience perceived usefulness, stimulating consumer buying. Third, pay attention to the construction of online shopping security system. Eliminate consumer's perception of online purchase risk to the maximum extent. Fourth, pay attention to the trend of young consumers to enhance the innovative ability of enterprises. It is hoped that the research results of this paper can bring some help to the enterprises.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55;F724.6
本文編號：2323666
[Abstract]:In recent years, with the rapid development of Internet technology and the unprecedented prosperity of Internet economy, online shopping has become a very common way of shopping. Consumer online shopping behavior is affected by many factors. As a general consumer, many times in the shopping process, they are directly affected by the website design, layout, detail of information, search services, and other website factors. At the same time, because of the virtual nature of the network, Consumers are also often affected by the offline services offered by online shoppers. The technological innovation of the website itself, the use of new media tools and the service system established by e-commerce enterprises have become the important competitiveness in the competition between e-commerce enterprises. Therefore, it is of practical significance to study the factors of online consumer environment perception for consumers. Based on the technology acceptance model, this paper adds two external variables, website factor and service factor, and studies the influence on consumers' online purchase intention by combining three variables: perceived online purchase usefulness, perceived online purchase ease of use, and perceived online purchase risk. A hypothetical model is constructed. This paper introduces the mature scale of the previous research results, measures the variables by questionnaire, then uses SPSS19.0 and AMOS17.0 to analyze the data obtained from the investigation and tests the hypothetical model. Then starting with the demographic variables, this paper studies the impact of demographic variables on each variable, and draws the relevant conclusions: first, perceived online shopping useful, perceived online shopping easy to use with consumers online shopping intention positive correlation, Perceived online shopping risk is negatively correlated with shopping intention, and the above three factors have a significant impact on consumers' online shopping intention. According to the data of empirical analysis, it can be seen that perceived ease of use of online shopping intention is the most relevant. Second, website factors are positively correlated with perceived online purchase usefulness, perceived online purchase ease of use, and negatively correlated with perceived online purchase risk. Third, service factors are positively related to perceived online shopping usefulness, perceived online shopping ease of use is positively correlated, and perceived online purchase risk is negatively correlated. Fourth, some population factors affect consumers' online purchase intention. The lowest income group has the strongest online purchase intention and the best website factor perception. Customers with less times of online shopping have the best perception of website factors, while customers with more times of online shopping are less aware of website. On the basis of the above four conclusions, e-commerce enterprises put forward some suggestions: first, pay attention to the improvement and promotion of smart client. Seize the opportunity of smartphone development, seize the customer. Second, further integrate resources to improve the core competitiveness of enterprises. Further enable customers to experience perceived usefulness, stimulating consumer buying. Third, pay attention to the construction of online shopping security system. Eliminate consumer's perception of online purchase risk to the maximum extent. Fourth, pay attention to the trend of young consumers to enhance the innovative ability of enterprises. It is hoped that the research results of this paper can bring some help to the enterprises.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55;F724.6
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，本文編號：2323666
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