B2C模式下消费者在线定制购买意愿研究

发布时间：2018-01-18 15:45

本文关键词：B2C模式下消费者在线定制购买意愿研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着互联网的迅速发展,消费者对B2C电子商务的需求迅速攀升。与此同时,随着经济发展,消费者的行为正在发生改变,同质化的消费已经不能满足消费者的需求,个性化、多样化的消费模式日渐凸显。但是人们对网络交易的不信任已经严重阻碍了我国B2C电子商务在线定制的健康发展。信任影响消费者的购买行为,是研究在线定制购买意愿的重要变量。很多学者对互联网电子商务的信任因素、消费者购买意愿进行研究,但对于在线定制购买方面的研究比较缺乏,并且定制产品在很多方面有别与传统产品(例如在制作过程中需要购买者的参与,商家和购买者的沟通增加等),因此之前学者们的研究结果无法完全复制到在线定制中。以国内外电子商务领域关于信任的现有研究为基础并考虑我国国情,研究哪些因素增进消费者在线信任并影响消费者的选择,具有重要意义。本文在对信任影响因素、在线购买、在线定制研究成果进行文献研究的基础上,将B2C模式下在线定制购买意向影响因素概括为三个方面:消费者个性特征(包括视觉美感中心性和顾客定制敏感性)、商家特征(包括商家声誉和服务质量)及网站特征(包括网站安全性、网站声誉、网站设计和网站知名度)共8个影响变量,并建立了以信任为中介变量的消费者在线定制购买意愿模型。本论文采用问卷调查法,共收集问卷407份,运用SPSS 21.0进行分析,经过统计分析,结果显示在B2C模式下8个影响因素对信任有显著影响,信任对消费者在线定制购买意愿影响显著,感知价格在信任与消费者在线定制购买意愿间起调节作用。按照因素对信任的影响,从大到小依次是视觉美感中心性、商家声誉、服务质量、顾客定制敏感性、网站安全性、网站知名度、网站设计、网站声誉。在线定制的市场前景引起了很多企业的关注与重视,基于此营销背景,本文对B2C模式下信任影响因素、信任以及消费者在线定制购买意愿三者之间关系进行研究,利用实证分析的结果,提出营销建议,为市场决策提供参考。
[Abstract]:In recent years, with the rapid development of the Internet, consumer demand for B2C e-commerce is rising rapidly. At the same time, with the economic development, consumer behavior is changing. Homogeneous consumption can not meet the needs of consumers, personalized. Diversification of consumption patterns is becoming increasingly prominent. But people's distrust of online transactions has seriously hindered the healthy development of online customization of B2C e-commerce in China. Trust affects consumers' purchase behavior. It is an important variable to study online custom-made purchase intention. Many scholars study the trust factor of Internet e-commerce and consumers' willingness to buy, but the research on online custom-made purchase is relatively lacking. And custom-made products are different from traditional products in many ways (such as the involvement of buyers in the manufacturing process, increased communication between merchants and buyers, etc.). Therefore, the previous research results can not be completely copied to online customization. Based on the existing research on trust in the field of electronic commerce at home and abroad, and considering the situation of our country. It is of great significance to study which factors enhance consumers' online trust and influence consumer's choice. Based on the research results of trust, online purchase and online customization, this paper makes a literature study on the influence factors of trust, online purchase and online customization. The influencing factors of online custom-made purchase intention under B2C mode are summarized as three aspects: consumer personality characteristics (including visual aesthetic centrality and customer customization sensitivity). Merchant characteristics (including merchant reputation and service quality) and website features (including website security, website reputation, website design and website visibility) have 8 variables. This paper adopts questionnaire method to collect 407 questionnaires and analyzes them with SPSS 21.0. Through statistical analysis, the results show that under the B2C model, eight factors have a significant impact on trust, and trust has a significant impact on consumers' online custom-made purchase willingness. Perceived price plays a regulatory role between trust and consumers' online custom-made purchase willingness. According to the influence of factors on trust, the order from big to small is visual aesthetic centrality, merchant reputation, service quality, customer customization sensitivity. Website security, website popularity, website design, website reputation. Online customization market prospects have attracted the attention and attention of many enterprises, based on this marketing background, this paper on the B2C model of trust factors. This paper studies the relationship between trust and consumers' online custom-made purchase intention, and puts forward marketing suggestions based on the results of empirical analysis to provide a reference for market decision-making.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55

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