消费者网络购买犹豫影响因素实证研究

发布时间：2018-05-08 21:37

本文选题：犹豫 + 网络购物　；参考：《中国科学技术大学》2017年硕士论文

【摘要】：随着经济的快速发展、网络交易平台的日臻完善、支付日益安全以及快递公司服务质量不断提升,当前越来越多的消费者加入网购大军。但由于种种原因,在面对琳琅满目的相似商品时,消费者往往迟迟不能做出抉择。当前,购买商品产生犹豫已经成为了一种普遍现象,这也引起了诸多领域学者(诸如营销学、决策行为学、心理学)的广泛研究。现有研究成果颇为丰富,但绝大多数研究都是基于实体购物(包括商场和零售购物,下同)环境,而基于网络购物环境的购买犹豫专项研究相对较少。与实体购物不同,网络购物存在较大差异(如产品无法触摸和试用等),电商企业要想吸引消费者提升销量,传统的基于实体店的营销方法已然行不通,而是必须要探索适应网络购物特点的营销策略。然而,现有相关理论研究较为不足,从而对于电商企业的营销活动缺乏有效指导。故此,本研究拟基于电商企业营销的视角,通过实际调研具体探讨消费者网络购买犹豫的影响因素以及消费者人口统计特征对网络购买犹豫的影响,进而为网络卖家的营销活动提供针对性的策略建议。在总结现有研究的基础上,本研究结合网络购物的具体特征,通过采用探索性研究方法,具体研讨消费者网络购买犹豫影响因素,并通过探索性和验证性因子分析的研究方法将影响因素归类,与此同时构建因素权重测算模型计算各个影响因子权重,并进行独立样本T检验,以此来得出全面化和定量化结论。具体来说,本研究通过对现有文献分析总结、深度访谈和小样本预调查数据统计分析,首先提炼出20个影响消费者网购犹豫的因素;再通过对收集到的问卷数据进行探索性和验证性因子分析,将20个因素归纳为6类;然后通过路径分析和影响因子权重计算发现,6类因素对消费者网购犹豫均有显著影响,影响程度从高到底依次是:口碑问题、客服问题、心理预期、安全风险、网站问题和产品风险;通过高阶因子分析进一步将上述6类因素归纳为3大类,并分别命名为现实因素、担心因素和期望因素;通过独立样本T检验发现,消费者性别和购买频率对网购犹豫及其影响因素有一定影响。最后,根据调查研究的结论,探讨出适合电商企业的管理对策,为其开展营销活动提供理论指导,同时阐明了本研究存在的局限性,并为后续研究指明了方向。
[Abstract]:With the rapid development of economy, the improvement of online trading platform, the increasing security of payment and the continuous improvement of service quality of express delivery companies, more and more consumers join the army of online shopping. But for a variety of reasons, in the face of a wide range of similar goods, consumers are often slow to make a choice. At present, the hesitancy of purchasing goods has become a common phenomenon, which has caused a lot of scholars (such as marketing, decision behavior, psychology) to study widely. The existing research results are quite rich, but most of the research is based on the physical shopping (including shopping mall and retail shopping, the same below) environment, while the online shopping environment based on the purchase hesitation research is relatively few. Unlike physical shopping, there are big differences in online shopping (for example, products can't be touched and tried, etc.) if e-commerce companies want to attract consumers to boost sales, the traditional bricks-and-mortar marketing method is no longer feasible. But must explore the marketing strategy which adapts to the network shopping characteristic. However, the existing relevant theoretical research is relatively insufficient, which is lack of effective guidance for the marketing activities of e-commerce enterprises. Therefore, this study is based on the perspective of e-commerce enterprise marketing, through practical research to explore the impact of consumer online shopping hesitancy and consumer demographic characteristics of the impact of online shopping hesitancy. And then for the network seller's marketing activities to provide targeted strategic recommendations. On the basis of summarizing the existing research, this study combined with the specific characteristics of online shopping, through the use of exploratory research methods, the specific study of consumer online shopping hesitant factors, The factors are classified by exploratory and confirmatory factor analysis methods. At the same time, the weight of each factor is calculated by constructing the factor weight calculation model, and the independent sample T test is carried out. In order to reach a comprehensive and quantitative conclusions. Specifically, through the existing literature analysis and summary, in-depth interviews and small sample pre-survey data statistical analysis, first extracted 20 factors that affect consumers online shopping hesitations; Then through the exploratory and confirmatory factor analysis of the collected questionnaire data, 20 factors are classified into 6 categories, and then through the path analysis and the weight calculation of the influencing factors, it is found that the six types of factors have a significant impact on consumers' online shopping hesitations. The degree of influence from high to bottom is: word-of-mouth problem, customer service problem, psychological expectation, security risk, website problem and product risk. It is named as realistic factor, worry factor and expectation factor respectively. Through independent sample T test, it is found that consumer gender and purchase frequency have certain influence on online shopping hesitation and its influencing factors. Finally, according to the conclusion of the investigation and research, this paper discusses the management countermeasures suitable for e-commerce enterprises, and provides theoretical guidance for their marketing activities. At the same time, it clarifies the limitations of this study and points out the direction for further research.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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