文化对大学生网络购物中信任的影响研究
发布时间：2018-09-01 14:28
【摘要】：随着网络技术的高速发展,网络购物成为一种新兴产业。网络购物快速、便捷,跨越时间和空间的限制,这些独特优势吸引了越来越多的年轻消费者,网络购物的全球化趋势也愈发明显。有报告指出,消费者对网络商家的不信任是导致购物网站用户流失的主要原因,消费者的网络信任问题已经阻碍了电子商务的健康发展。如何理解消费者的网络信任,不同文化的消费者在何种情况下更愿意相信商家而产生网络购买意向,这些都是值得探讨的问题。 本研究采用问卷调查的研究方法,以中芬大学生为例,对什么是消费者的网络信任进行初步探讨,并结合Hofstede的文化维度理论,考察了五个文化维度对消费者在网络购物中信任与购买意向关系的影响。围绕这一目标,本研究进行了如下的三个分研究： 研究一,通过文献回顾,发现关于消费者的网络信任问卷和Hofstede的文化维度量表在中国研究中缺少统一的修订版本。为了能科学测查网络购物中信任的内涵和文化对信任与购买意向间关系的影响,本研究对相关的两个西方量表进行修订。 研究二,选取中国武汉地区某大学的452名大学生和芬兰东部约恩苏地区某大学的204名大学生对他们的网络购物信任进行问卷调查。结果发现中芬大学生在网络购物信任中的能力、正直和仁慈三个维度上都有显著差异。中国大学生更关注网络信任中的正直信任和仁慈信任,而芬兰大学生更关注能力信任。 研究三,检验Hofstede文化维度理论中五个文化维度对消费者网络信任和购买意向间关系的调节作用。发现在个体主义／集体主义、不确定性规避、权力距离和长线思维四个维度上调节作用显著,而男性气质／女性气质维度上不显著。 最后,从相关文献及本研究的研究设计和研究方法出发,反思了本研究的一些不足,讨论和展望了今后研究的设想及对未来研究的启示,并针对网络购物中的买卖双方信任关系建立提出了几点建议。
[Abstract]:With the rapid development of network technology, online shopping has become a new industry. These unique advantages attract more and more young consumers. The trend of globalization of online shopping is becoming more and more obvious. The main reason for the loss of website users and the problem of consumers'network trust have hindered the healthy development of e-commerce.It is worth discussing how to understand consumers' network trust and under what circumstances consumers of different cultures are more willing to believe in merchants and generate online purchasing intention.
This research adopts the method of questionnaire survey and takes the Chinese and Finnish university students as an example to make a preliminary discussion on what is consumer's online trust. Combined with Hofstede's cultural dimension theory, this paper examines the influence of five cultural dimensions on the relationship between consumer's trust and purchase intention in online shopping. Three sub studies:
Research 1. Through literature review, we found that there was no uniform revision of the Internet Trust Questionnaire and Hofstede's Cultural Dimension Scale in Chinese research. In order to scientifically test the connotation of trust and the influence of culture on the relationship between trust and purchase intention in online shopping, we conducted two related western scales. Revision.
In the second study, 452 students from a university in Wuhan, China, and 204 students from a university in Jonsu, Eastern Finland, were selected to conduct a questionnaire survey on their online shopping trust. Note the integrity and trust in network trust, while Finland college students are more concerned about competence trust.
Research 3 examines the moderating effect of the five cultural dimensions of Hofstede's cultural dimension theory on the relationship between consumers'online trust and purchase intention.
Finally, based on the relevant literature and research design and research methods, this paper reflects on some shortcomings of this study, discusses and looks forward to the future research ideas and implications for future research, and puts forward some suggestions for the establishment of trust relationship between buyers and sellers in online shopping.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B844.2
本文编号：2217489
[Abstract]:With the rapid development of network technology, online shopping has become a new industry. These unique advantages attract more and more young consumers. The trend of globalization of online shopping is becoming more and more obvious. The main reason for the loss of website users and the problem of consumers'network trust have hindered the healthy development of e-commerce.It is worth discussing how to understand consumers' network trust and under what circumstances consumers of different cultures are more willing to believe in merchants and generate online purchasing intention.
This research adopts the method of questionnaire survey and takes the Chinese and Finnish university students as an example to make a preliminary discussion on what is consumer's online trust. Combined with Hofstede's cultural dimension theory, this paper examines the influence of five cultural dimensions on the relationship between consumer's trust and purchase intention in online shopping. Three sub studies:
Research 1. Through literature review, we found that there was no uniform revision of the Internet Trust Questionnaire and Hofstede's Cultural Dimension Scale in Chinese research. In order to scientifically test the connotation of trust and the influence of culture on the relationship between trust and purchase intention in online shopping, we conducted two related western scales. Revision.
In the second study, 452 students from a university in Wuhan, China, and 204 students from a university in Jonsu, Eastern Finland, were selected to conduct a questionnaire survey on their online shopping trust. Note the integrity and trust in network trust, while Finland college students are more concerned about competence trust.
Research 3 examines the moderating effect of the five cultural dimensions of Hofstede's cultural dimension theory on the relationship between consumers'online trust and purchase intention.
Finally, based on the relevant literature and research design and research methods, this paper reflects on some shortcomings of this study, discusses and looks forward to the future research ideas and implications for future research, and puts forward some suggestions for the establishment of trust relationship between buyers and sellers in online shopping.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B844.2
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