消费者网购失败对退换货和网购态度影响研究

发布时间：2018-05-31 12:20

本文选题：网购失败 + 退换货　；参考：《华中师范大学》2015年硕士论文

【摘要】：我国的B2C等电子商务网站在最近几年迅猛发展,网购发展速度也是迅速,购物网站竞争趋势愈演愈烈,许多多原本做物流的企业也加入电子商务的阵营。当今日益激烈的网购市场竞争中,及时了解网购失败对网购态度的影响、消费者对网购过程的感知,对B2C等电子商务企业努力提高产品和服务品质,进而提升竞争力作用是显而易见的。本文就结合了人们购物时的体验状况,将网购失败、退换货作为自变量,将网购态度作为因变量,探索自变量和因变量之间的路径关系,通过模型帮助企业管理者了解顾客行为意向,探测未来电子商务市场的发展方向,有助于商家更好地应对市场的变化。本文主要是在网购背景下,研究消费者网购失败对退换货和网购态度的影响关系。旨在通过此次研究,一方面丰富营销学理论；另一方面为电子商务商家提高市场市场竞争力提供一些良好的建议。本文主要内容如下：第一章介绍了国内网购的背景、研究意义和研究框架；第二章对顾客满意度理论、态度和意图理论、网购失败理论、退换货、风险和信任理论进行文献综述；第三章在参考前人研究的基础上提出了三个假设,并且做出了结构方程模型概念图；第四章详细阐述了研究样本数据的来源及样本抽样的方法；第五章详细阐述了实证分析所需要的信度、效度检验,进行模型拟合度分析,对假设进行检验；第六章对前面五个章节所做铺垫进行整理,分析假设检验结果,然后对全文进行总结,并对电子商务商家提供了一些良好的建议。本研究最后的结论是：网购失败对退换货有显著的正向影响；网购失败对网购态度有负向影响,但是影响不显著；退换货对网购态度有负向影响,影响不显著。本研究运用结构方程模型、AMOS和SPSS等技术进行实证研究。本研究的创新之处是：第一,结合网上一些网友发布的购物案例,定义了什么是网购失败,对网购失败和由消费者自身原因买到不合适的产品进行了区分。第二,构建了网购失败、退换货和网购失败三个潜在变量的结构方程模型图,并进行了验证。
[Abstract]:In recent years, B2C and other e-commerce websites in our country are developing rapidly, the speed of online shopping is also rapid, the competition trend of shopping websites is becoming more and more fierce, many enterprises that originally do logistics also join the camp of electronic commerce. In today's increasingly fierce online shopping market competition, timely understanding of the impact of online shopping failure on online shopping attitude, consumers' perception of the online shopping process, and B2C and other e-commerce enterprises strive to improve the quality of products and services. Thus, the role of enhancing competitiveness is obvious. This paper combines the experience of people shopping, the failure of online shopping, the return of goods as independent variables, online shopping attitude as dependent variables, to explore the relationship between independent variables and dependent variables, Through the model to help managers understand customer behavior intention, explore the future development direction of e-commerce market, and help businesses better cope with the changes of the market. Under the background of online shopping, this paper studies the relationship between the failure of online shopping and the attitude of return and purchase. The purpose of this study is to enrich the theory of marketing on the one hand, and to provide some good suggestions for e-commerce businesses to improve their market competitiveness on the other hand. The main contents of this paper are as follows: the first chapter introduces the background, significance and research framework of domestic online shopping; the second chapter introduces the customer satisfaction theory, attitude and intention theory, online purchase failure theory, return and exchange. In chapter 3, three hypotheses are put forward based on previous studies, and the concept map of structural equation model is made. Chapter 4 describes the source of sample data and the method of sample sampling in detail. The fifth chapter elaborates the reliability and validity test of empirical analysis, carries on the model fitting analysis, carries on the test to the hypothesis; the sixth chapter carries on the arrangement to the preceding five chapters, analyzes the hypothesis test result, Then it summarizes the full text and provides some good suggestions to e-commerce merchants. The final conclusions of this study are as follows: the failure of online purchase has a significant positive effect on the return and exchange of goods; the failure of online shopping has a negative effect on the attitude of online shopping, but the effect is not significant; the negative effect of returning and exchanging goods on the attitude of online purchase is not significant. In this study, structural equation model Amos and SPSS are used to carry out empirical research. The innovations of this study are as follows: first, combined with the online shopping cases published by some netizens, the author defines what is the failure of online shopping, and distinguishes between the failure of online shopping and the purchase of inappropriate products by consumers themselves. Secondly, the structure equation model diagram of three potential variables of online purchase failure, return and purchase failure is constructed and verified.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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