网页设计因素对消费者购买意愿的影响研究

发布时间：2018-04-21 02:13

本文选题：网页设计因素 + 购买意愿　；参考：《东华大学》2014年硕士论文

【摘要】：随着网络购物的不断深入发展以及网购用户个性化需求的增长,深入研究网页设计因素对消费者网络购买行为的影响具有重要意义。确定影响网络消费者行为的关键因素,并对其中的可控因素加以管理,创造出一种正面形象或一种“顾客喜欢”的形象,是零售管理活动的一个重要组成部分,也直接关系到卖家能否创造出区别于竞争对手的差别化优势。本文旨在研究网页设计因素对于消费者购买意愿的影响,基于前人相关成果和TAM模型提出本文研究的假设模型,在此基础上设计了问卷,并运用企业版问卷星平台收集数据,问卷涉及的变量有6个：网站功能设计,网站内容设计,网站页面设计,感知可用性,感知易用性及顾客购买意愿。通过对回收的174份有效问卷进行描述性分析,因子分析,差异分析以及路径分析,了解了被调研者的用户特征,验证了本文提出的假设,结果表明：网站设计因素不会直接对消费者的购买意愿产生影响,而是通过感知可用性与感知易用性来产生影响。在问卷分析结果的基础上,本文进一步提取出被调研者关注度较高的网页布局因子,采用情景模拟实验的方法进一步分析四种不同类型的网页布局影响对购买意愿程度的影响。在情绪测量作为实验先测结束之后,本研究将T型,POP型,对称型,口型等四种类型的网页页面布局截图呈现给被试,由其选择看到网页时的情绪反应和购买意愿程度。通过对收集数据的分析表明,不同网页布局下消费者的感知情绪和购买意愿存在显著性差异：T型布局的网页页面布局最能引发消费者的购买意愿,其次是对称型的页面布局,POP型相较于其他三种类型的页面布局结构来说,对消费者购买意愿的影响程度最小。同时,为了进一步验证影响机制,本研究对实验数据进行进一步分析得结论：情绪与网页布局的交互效应对消费者的购买意愿产生影响。
[Abstract]:With the continuous development of online shopping and the growth of personalized demand of online shopping users, it is of great significance to study the influence of web design factors on consumers' online purchasing behavior. It is an important part of retail management activities to identify the key factors that affect the behavior of online consumers and to manage the controllable factors in order to create a positive image or a "customer like" image. Also directly related to the seller can create a difference from the competitive advantage of differentiation. The purpose of this paper is to study the influence of web design factors on consumers' willingness to buy. Based on the previous research results and TAM model, this paper puts forward the hypothetical model of this paper, and then designs a questionnaire, and uses the enterprise version of questionnaire star platform to collect data. There are six variables involved in the questionnaire: website function design, website content design, website page design, perceived usability, perceived usability and customer willingness to buy. Based on the descriptive analysis, factor analysis, difference analysis and path analysis of 174 valid questionnaires, the user characteristics of the respondents are understood, and the hypotheses proposed in this paper are verified. The results show that the factors of website design do not directly affect consumers' willingness to buy, but through perceived usability and perceived ease of use. On the basis of the results of questionnaire analysis, this paper further extracts the highly concerned page layout factors, and further analyzes the influence of four different types of web page layout on the degree of purchase intention by the method of scenario simulation experiment. At the end of the experiment, four types of page layout screenshots, T type pop, symmetrical type and mouth type, were presented to the subjects to choose the emotional reaction and the degree of purchase intention when they saw the web page. Through the analysis of the collected data, the results show that there are significant differences in consumer's perceived emotion and purchase intention under different web page layout. Secondly, compared with the other three types of page layout structure, the symmetrical page layout / pop type has the least influence on consumers' willingness to buy. At the same time, in order to further verify the influence mechanism, this study further analyzes the experimental data and draws a conclusion: the interaction between emotion and web layout has an impact on consumers' willingness to buy.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.092;F713.55

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