跨境网购意愿影响因素实证研究

发布时间：2018-04-26 16:21

本文选题：跨境网购 + 感知价值　；参考：《华侨大学》2017年硕士论文

【摘要】：跨境电商是一个刚刚兴起的行业,跨境网络购物方式尚不成熟,且消费者对此种购物方式尚未熟悉。因此,获得消费者认同,提高其购买意愿是跨境电商能否获得迅速发展的关键。基于研究的需要,本文将跨境网购限定为进口方向的跨境网购,且将其界定为:若交易的主体、客体或交易物这三者至少有一个涉及了跨境的要素,则该购买行为就是跨境网络买行为,简称“跨境网购”,都属于本文的研究范畴之内。本研究侧重于探索消费者心理因素与跨境网络购买意愿间的关联关系和关联程度。首先在对相关研究文献回顾的基础上,依据顾客感知价值理论,以顾客信任(CT)为中介变量,构建研究模型。提出消费者异国文化认同(ECI)、感知利益(PB)、感知成本(PC)以及感知风险(PR)能够对跨境网购意愿产生影响的研究假设,共13个。其次,定义模型中6个潜变量的涵义,并设计相关测量问项。将设计好的调研问卷进行发放,收集了152份有效预调研样本数据。以这152份数据为载体,根据信效度分析结果,对问卷进行修改,确定最终调研问卷。并展开正式调研,获得618份有效数据,进行实证分析,验证研究模型。实证研究结果得出,大部分研究假设均可得到实证数据的支持,但消费者感知风险既不对顾客信任产生影响,对跨境网络购买意愿也不产生影响。最后,根据实证研究结果,结合实际情况,有针对性地提出了跨境电商提高顾客跨境网购意愿的策略建议,认为跨境电商应重视提高顾客异国文化认同、感知利益,并尽可能去降低顾客感知成本。此外,还应重视顾客信任所发挥的重要的作用。本文以易于接受新兴信息技术和追求时尚购物方式的跨境网购用户为研究对象,基于消费者心理的角度探索跨境网购意愿的影响因素。探索我国消费外流的原因,对完善跨境网络购物行为体系的研究具有一定的理论意义。此外,对跨境网购用户的购买行为进行研究,有利于加深跨境电商对顾客消费行为的了解,进而提高其营销决策的科学性。
[Abstract]:Cross-border e-commerce is a fledgling industry, cross-border online shopping is not yet mature, and consumers are not familiar with this way of shopping. Therefore, obtaining consumers' approval and increasing their willingness to buy is the key to the rapid development of cross-border e-commerce. Based on the needs of the research, this paper limits cross-border online shopping to import direction, and defines it as: if the subject, object or object of the transaction involves at least one element of the cross-border. Therefore, the purchase is a cross-border online purchase, referred to as cross-border online shopping, which belongs to the scope of this paper. This study focuses on the relationship between consumer psychological factors and cross-border network purchase intention. Firstly, based on the review of relevant research literature, based on the theory of customer perceived value and customer trust CTS as intermediary variable, the research model is constructed. There are 13 hypotheses that consumers' foreign cultural identity, perceived interest, perceived cost (PC) and perceived risk (PRA) can influence the willingness of cross-border online shopping. Secondly, the meaning of 6 latent variables in the model is defined, and the related measurement questions are designed. The designed questionnaire was distributed and 152 valid sample data were collected. Based on the results of reliability and validity analysis, the questionnaire was modified to determine the final questionnaire. In addition, 618 valid data were obtained, and the model was verified by empirical analysis. The empirical results show that most of the research hypotheses can be supported by empirical data, but consumer perceived risk has no effect on customer trust or cross-border network purchase intention. Finally, according to the empirical research results, combined with the actual situation, the paper puts forward the strategic suggestions of cross-border e-commerce companies to improve customers' willingness to purchase online across the border, and thinks that cross-border e-commerce companies should attach importance to enhancing customers' foreign cultural identity and perceived interests. And as far as possible to reduce customer perception costs. In addition, we should attach importance to the important role of customer trust. Based on consumer psychology, this paper explores the influence factors of cross-border online shopping willingness based on consumers' psychology, taking cross-border online shopping users who are receptive to new information technology and pursuing fashion shopping methods as the research object. Exploring the reasons of consumption outflow in China is of theoretical significance to improve the behavior system of cross-border online shopping. In addition, the research on the purchase behavior of cross-border online shopping users will help to deepen the understanding of cross-border e-commerce to customer consumption behavior, and then improve the scientific nature of their marketing decisions.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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