网络环境下顾客间互动对购买意愿影响的研究

发布时间：2018-02-24 10:07

本文关键词： 网络购物顾客间互动感知风险购买意愿　出处：《沈阳大学》2015年硕士论文　论文类型：学位论文

【摘要】：20世纪末随着网络技术的不断发展，网络购物的顾客规模呈直线向上增长，网上购物已成为消费的主渠道。在网络虚拟环境下，更多的消费者会通过网络平台（例如社区网络评价、消费者购物留言板）与其他顾客进行互动，由于购物环境限制以及信息的不对称性导致消费者无法直接接触产品本身而导致购买的不确定性，在这样的互动中可以很好的规避消费者的感知风险，使消费者本身达到很高的购买意愿。本研究选取有过网购经历的消费者作为研究对象，选取顾客感知风险作为中介变量，从顾客间互动的角度来研究其对顾客购买意愿的影响。首先，本文回顾了有关顾客间互动、感知风险和购买意愿的文献资料，在此基础上建立了顾客间互动、感知风险和购买意愿关系的理论模型，并采用问卷调查法收集数据，应用SPSS统计软件进行数据分析，得到以下结论：（1）顾客间认知互动对顾客感知风险有显著的负向影响；（2）顾客间情感互动对顾客的感知风险有显著的负向影响；（3）顾客感知风险对顾客购买意愿有显著的负向影响；（4）顾客间认知互动对顾客购买意愿产生显著的正向影响；（5）顾客间情感互动对顾客购买意愿产生显著的正向影响；（6）顾客感知风险在顾客间认知互动对顾客购买意愿影响关系中起部分中介作用；（7）顾客感知风险在顾客间情感互动对顾客购买意愿影响关系中起部分中介作用。最后，本文对实证研究结果做出了解释说明，并根据研究结果为网络营销管理尤其为网络购物企业中的营销服务提出了管理启示和建议，同时也说明了本研究的局限性和未来进一步的研究方向。
[Abstract]:At the end of 20th century, with the continuous development of network technology, the customer scale of online shopping has been increasing in a straight line, and online shopping has become the main channel of consumption. More consumers interact with other customers through online platforms (such as social network reviews, consumer shopping message boards). Because of the limitation of shopping environment and the asymmetry of information, consumers can not directly contact the product itself and lead to the uncertainty of purchase. In this kind of interaction, the perceived risk of consumers can be avoided very well. In this study, consumers with experience of online shopping were selected as the research object, customer perceived risk as the intermediary variable to study the impact on customer purchase intention from the perspective of customer interaction. First of all, this paper reviews the literature about customer interaction, perceived risk and purchase intention. Based on this, a theoretical model of customer interaction, perceived risk and purchase intention is established, and the data are collected by questionnaire survey. The SPSS statistical software is used to analyze the data, and the following conclusions are obtained:. (1) Cognitive interaction among customers has a significant negative impact on perceived risk. (2) emotional interaction among customers has a significant negative impact on perceived risk among customers. 3) perceived risk has a significant negative impact on customer purchase intention. Significant positive impact of customer Cognitive interaction on customer purchase intention (5) emotional interaction among customers has a significant positive impact on customer purchase intention 6) customer perceived risk impact on customer purchase intention in customer Cognitive interaction. Customer perceived risk plays an intermediary role in the relationship between customer's emotional interaction and customer's purchase intention. Finally, the paper explains the results of empirical research, and puts forward some suggestions for the management of online marketing, especially for the marketing services in online shopping enterprises. At the same time, it also explains the limitations of this study and the future research direction.
【学位授予单位】：沈阳大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36;F713.55

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