基于TAM模型的B2C电子商务网站质量对消费者态度影响的研究

发布时间：2018-01-04 11:15

本文关键词：基于TAM模型的B2C电子商务网站质量对消费者态度影响的研究　出处：《东华大学》2013年硕士论文　论文类型：学位论文

【摘要】：信息时代下网络购物以其在时间、地域以及商品选择等方面的强大优势,越来越成为一种主流的购物方式,在原本淘宝一家独大的时候,垂直类电商模式吸引了很多人的兴趣,渐渐的垂直电商成为在电商市场立足的一种方式。而在垂直电商市场发展达到饱和的时候,各垂直电商又将开始觊觎其他电商市场,所以有实力的垂直电商最终也会慢慢向综合电商的方向发展。于是各大型B2C网站逐渐演变为网上的百货商场,产品种类保罗万千,而综合性就意味着产品同质化越来越严重,随着物流服务体系也越来越成熟,于是除去产品本身,电商网站本身的构建质量对消费者的购物体验产生着越来越大的影响,成为这些B2C网站经营至关重要的问题。本研究对TAM模型的提出及其在电子商务中的应用,电子商务网站评价尤其是网站质量的研究,以及网站质量对于消费者态度影响的研究进行了详细的梳理和总结分析。从而构建了包含信息质量,系统质量,服务质量三个测量维度共16个二级测量指标的电子商务网站质量测量指标体系,并立足于TAM模型探讨网站质量对网络消费者态度的影响。通过对209名网络购物者的问卷调查,建立结构方程模型并对其进行验证,研究结果证明了TAM模型对于预测网络消费者态度的有效性。研究发现电子商务网站的信息质量,系统质量,服务质量不对消费者态度产生直接影响,而是通过对中介变量感知易用、感知有用,间接影响消费者态度；值得注意的是信息质量、服务质量对感知易用和感知有用均有显著的积极影响,而系统质量只对感知易用有显著的积极影响,对感知有用则通过感知易用产生间接影响,这可能是因为网站系统质量侧重于基于技术以及操作使用给消费者带来的体验(感知易用性),并不直接提供有用的信息和服务(感知易用性)；从路径效果分析来看,信息质量对态度产生的间接效果总和为0.399,系统质量对态度产生的间接效果总和为0.113,服务质量对态度产生的间接效果总和为0.753,因此从本研究来看,服务质量是B2C电子商务网站提升用户态度的关键质量维度；研究结果亦证实了消费者的感知易用会影响感知有用,二者都对消费者态度有显著的积极影响。基于研究结果,本研究对目前B2C电子商务网站构建提出了营销实务建议。B2C电子商务网站的构建需围绕用户的感知易用性和感知有用性力求为用户提供最大的便利和价值。从网站服务质量来说,通过互动与个性化服务提升用户体验是关键；从电商网站的系统质量来说,主要强调提升顾客的操作易用性,创造傻瓜式的自主购物流程和操作向导；从电商网站的信息质量来说,主要是提高用户对于信息获得和理解的容易度。但随着电子商务的蓬勃发展,电子商务网站也面临更加复杂的技术环境和消费环境,电子商务网站质量对消费者态度影响在不同的技术条件,消费人群,行业及产品特性下如何发生作用,还有待进一步的研究探讨。
[Abstract]:Under the information age network by shopping at the time of its strong superiority and regional commodity selection, has increasingly become a mainstream way of shopping, the original Taobao in a single large, vertical class electricity supplier model attracted a lot of interest, the vertical gradually become a way to gain a foothold in the electricity market. In the vertical electricity supplier market reached saturation when the vertical electric and other electricity providers began to covet the market, so the strength of the vertical electric will slowly to the comprehensive business direction. So the large B2C site gradually evolved into the online mall, product type and comprehensive on the thousands of Paul, means that the product homogeneity is more and more serious, with the logistics service system is becoming more and more mature, so the removal of the product itself, the construction quality of the electricity supplier website itself the consumer shopping experience produced more The greater the impact of the B2C web site is a crucial issue.
In this study, put forward and its application in e-commerce TAM model, e-commerce website evaluation especially on site quality, and the effect of website quality on consumer sentiment detailed combing and summary analysis. In order to construct including information quality, system quality, measurement index system of e-commerce website quality service quality three a total of 16 dimensions of two level measurement indexes, and based on the TAM model to discuss the effect of website quality on Internet consumer attitudes. Through a questionnaire survey of 209 online shoppers, establish a structural equation model and its verification, the results prove the effectiveness of TAM model for prediction of network consumer attitudes. Found that the quality of information, electronic commerce website system directly affects the quality of service quality, not consumer attitude, but through the intermediary variables of perception Ease of use, perceived usefulness, indirect effects on consumer attitude; it is worth noting that the information quality, service quality and perceived usefulness for easy positive impact significantly on the perceived quality of the system, but only to the perceived ease of use have a significant positive impact on perceived usefulness, perceived ease of use through the indirect impact, this may be because the site the quality of the system focused on technology and operation experience brought to consumers (based on perceived ease of use), does not directly provide useful information and services (perceived ease of use); from the path analysis, the sum of the indirect effect of information quality on the attitude of the 0.399, the total indirect effect on the quality of the attitude system 0.113, the sum of the indirect effect of service quality on the attitude of 0.753, so in this study, the quality of service quality is the key dimensions of the B2C electronic commerce website to enhance the user's attitude; The results also confirm that the perceived ease of use of consumers will affect perceived usefulness, and all of the two have a significant positive impact on consumer attitudes.
Based on the research results, the research on the current B2C e-commerce website construction puts forward practical suggestions of marketing of.B2C e-commerce websites need to focus on the user's perceived ease of use and perceived usefulness in order to provide maximum convenience and value for users. The website service quality, through interactive and personalized service is the key to enhance the user experience; from the system quality of website of business, mainly emphasizes the customer's ease of operation, to create a fool independent shopping process and operation guide; information quality from the electricity supplier website, mainly is to improve the user for information access and understand easily.
But with the rapid development of e-commerce, e-commerce sites are facing more complex technology environment and consumer environment, e-commerce website quality on consumer attitudes influence in the technical conditions, different consumer groups, how the role of industry and product characteristics, also need further study.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F274;F224

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