运费险对网购消费者购买意愿的影响研究

发布时间：2018-06-05 01:54

本文选题：运费险 + 网购　；参考：《天津大学》2014年硕士论文

【摘要】：随着我国网络零售交易规模的迅速扩大,网络购物市场的竞争也日趋激烈。特别是随着B2C业务模式的强劲增长,C2C业务模式的增长速度相应放缓。B2C企业相对于C2C卖家具有更高知名度的优势对C2C网站的交易产生了一定的冲击。针对这种现象的出现,淘宝作为我国C2C交易平台的领军者,联合华泰保险推出了运费险这一新兴险种来弥补C2C交易的劣势,自推出后获得了较大成功的同时也受到部分淘宝卖家的诟病。基于这一背景,本文对运费险产生影响背后的作用机理进行了探讨性研究,并且针对部分淘宝卖家所反映的实际问题进行了运费险适用情景的研究,以期为淘宝卖家的实际经营活动提供一定的参考和指导价值。本文首先结合相关机构的市场调研数据,对选题背景进行了简要的阐述,并据此指出了本文的研究意义。然后,通过对国内外消费者购买意愿及其影响因素和运费险研究现状的梳理,发现其中存在的不足和研究空白点,结合消费者在网络购物过程中所关注的信誉等级和价格等因素,构建了本文的理论假设体系。针对所提出的研究假设,本文利用了实证研究的方法,通过构建虚拟购物情景对其进行了验证,结果发现退货运费险能够显著降低消费者的感知风险,提高信任水平,进而对消费者的购买意愿产生积极的影响。并且信誉等级、价格和退货运费险呈现方式均对消费者的购买意愿产生了不同程度的调节作用。最后,根据实验结果提出C2C商家应根据自身信誉等级和出售商品的价格水平选择合理的退货运费险策略,以便在提高销售额的基础上尽可能的降低经营成本。
[Abstract]:With the rapid expansion of the scale of online retail transactions in China, the competition in the online shopping market is becoming increasingly fierce. In particular, with the strong growth of B2C business model, the growth rate of C2C business model has slowed down. Compared with C2C sellers, B2C enterprises have the advantage of being more well-known than C2C sellers, which has a certain impact on C2C website transactions. In view of this phenomenon, Taobao, as the leader of C2C trading platform in China, has introduced freight insurance as a new insurance to make up for the disadvantage of C2C trading. Since the launch of a greater success, but also by some Taobao sellers of criticism. Based on this background, this paper discusses the mechanism behind the impact of freight insurance, and studies the applicable scenarios of freight insurance for some Taobao sellers. With a view to Taobao seller's actual business activities to provide a certain reference and guidance value. In this paper, the background of the topic is briefly expounded, and the significance of the research is pointed out. Then, by combing the domestic and foreign consumers' willingness to buy and their influencing factors and the current research situation of freight insurance, we find that there are shortcomings and gaps in the research. Combining with the factors such as credit rating and price which consumers pay attention to in the process of online shopping, this paper constructs the theoretical hypothetical system of this paper. In view of the proposed research hypothesis, this paper uses the method of empirical research to verify it by constructing a virtual shopping scenario. The results show that the return freight insurance can significantly reduce the perceived risk of consumers and improve the level of trust. In turn, the consumer's willingness to buy has a positive impact. And the credit rating, price and return freight insurance have different effects on consumers' willingness to buy. Finally, according to the experimental results, C2C merchants should choose reasonable return freight insurance strategy according to their credit rating and the price level of goods sold, so as to reduce operating cost as far as possible on the basis of increasing sales volume.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.6;F724.6;F713.55

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