商品包邮对网络消费者购买意愿的影响研究

发布时间：2018-06-09 20:38

本文选题：包邮 + 网络消费者　；参考：《华南理工大学》2015年硕士论文

【摘要】：随着互联网消费的飞速发展,以及快递服务逐渐遍布于全国各地,网络消费者在进行购买决策时,除了通过从购物网站获取到的商品质量信息和价格进行筛选之外,所选商品是否“包邮”也成为了消费者衡量商品价值、进而影响消费者购买意愿的重要因素。网络商家们围绕着商品“包邮”而展开的各种营销策略一直层出不穷,诸如“九块九包邮”、“全国包邮”、“购物满XX元全场包邮”此类“包邮”的相关名词争相出现在各类商品的宣传网页上,吸引着大众消费者的眼球。越来越多的网络消费者和商家们不断品尝到商品“包邮”的好处,因此对商品“包邮”进行深入的研究无疑十分重要。纵观现有文献,近几年来国内外有不少研究网络消费者购买意愿的理论模型和研究成果,其中最主流的是通过顾客感知价值的角度来分析,但是针对“商品包邮”的研究却是寥寥无几。本文将借鉴目前国内外有关网络消费者购买意愿的各种理论模型和研究成果,结合商品“包邮”这一特殊切入角度作影响性研究。笔者构建了一个全新的多变量关系模型,用感知利益、感知成本、感知风险这三个维度去测量感知价值。先从包邮的角度提出了网络消费者购买意愿的影响因素,如有用性、易用性、货币成本、时间成本、未知性、损失性,再通过网络消费者的感知价值作为中介变量对购买意愿产生影响。然后构建一个SEM结构方程模型来分析、评估和验证各个变量之间的关系。本文通过问卷调查法收集样本数据、使用SPSS Ins 22科学统计软件对变量进行实证分析,并检验变量之间的关系。指出了包邮的有用性和易用性对网络消费者的购买意愿有显著的正面影响,包邮的货币成本和时间成本对网络消费者的购买意愿没有显著影响,包邮的未知性和损失性对网络消费者的购买意愿有显著的负面影响。最后本文从网络商家的角度来给出一些营销建议、帮助其加深理解商品包邮的价值,帮助其更好地完善其营销策略,提高商家自身的销量和网络知名度,进而提高他们的市场竞争力,最终为网络市场的发展作出贡献。
[Abstract]:With the rapid development of Internet consumption and the gradual spread of express delivery services throughout the country, Internet consumers, in addition to screening quality information and prices obtained from shopping websites, are making purchase decisions. Whether the selected goods are "shipped" has also become an important factor for consumers to measure the value of goods and thus affect consumers' willingness to buy. Various marketing strategies of online merchants around the commodity "package mail" have been emerging in endlessly, such as "nine yuan and nine packets" and "national package mail". The related terms of "shopping full XX yuan whole house package mail" appear in all kinds of goods propaganda web pages, attracting the attention of the masses of consumers. More and more online consumers and merchants continue to taste the benefits of merchandise "package mail", so it is undoubtedly very important to conduct in-depth research on commodity "package mail". Throughout the existing literature, in recent years, there are a lot of theoretical models and research results of online consumers' willingness to buy, the most mainstream of which is to analyze through the perspective of customer perceived value. But there are very few studies on merchandise parcel mail. This paper will draw lessons from various theoretical models and research results of online consumers' willingness to purchase at home and abroad, and make an impact study from the perspective of "package mail". The author constructs a new multivariable relationship model to measure perceived value from the three dimensions of perceived interest, perceived cost and perceived risk. From the perspective of package mail, this paper puts forward the influence factors of online consumers' willingness to buy, such as usefulness, ease of use, currency cost, time cost, unknown, loss, etc. Then the perceived value of online consumers as an intermediary variable has an impact on purchase intention. Then a SEM structural equation model is constructed to analyze, evaluate and verify the relationship between the variables. This paper collects the sample data by questionnaire, uses SPSS Ins22 scientific statistical software to carry on the empirical analysis to the variable, and examines the relation between the variables. It is pointed out that the usefulness and ease of use of package mail have a significant positive impact on the purchase intention of online consumers, while the monetary and time costs of package mail have no significant effect on the purchase intention of online consumers. Unknowns and losses have a significant negative impact on consumers' willingness to buy. Finally, this paper gives some marketing suggestions from the perspective of network merchants, helps them to understand the value of commodity package mail, helps them better improve their marketing strategy, and improves the sales volume and network awareness of the merchants themselves. Then improve their market competitiveness, and ultimately contribute to the development of the network market.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F713.36

【参考文献】