基于电商平台建设对网络消费的影响因素研究

发布时间：2018-02-02 23:20

本文关键词： 电子商务平台建设行为研究　出处：《西南科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：在我国经济发展进入新常态的背景下,"互联网+"越来越普及,传统商业与互联网的结合催生了互联网购物商业模式,相对于传统的购物行为,互联网购物行为成为新的课题,在虚拟的互联网环境中,消费者更容易受到外部因素的影响,本研究旨在研究电商平台建设的各个因素对消费者行为产生的影响。本研究在参考技术接受模型(TAM)的基础上,设计了本文所需理论模型,本模型共设计3个部分,7个变量,第一部分为自变量,包括:平台设计、平台服务、平台风险和平台营销四个变量;第二部分为中介变量——顾客感知价值,包括功能价值和情感价值两个维度;第三部分为因变量——顾客购买意向。本研究使用问卷调查的方式进行实证分析,共收集329份有效问卷,运用结构方程模型方法,使用SPSS20.0、AMOS16.0对回收问卷进行分析,通过信度与效度分析、描述性分析、方差分析、相关分析等对模型各变量进行分析验证,并得出结论:第一,平台设计因素、平台服务因素、平台营销因素对于中介变量呈正相关性,三个因素对于消费者购物意向具有显著相关性;第二,平台风险因素对于中间变量呈负相关性,并且平台风险因素可直接影响顾客购买意向,与顾客购买意向呈负相关性;第三,顾客感知价值作为中介变量,显著影响顾客购买意向,并呈正相关性,其中,情感价值比功能价值对顾客购买意向的影响更显著,且情感价值会影响功能价值。通过研究了解了电商平台建设对于消费者行为产生的影响具有学术价值和现实价值,根据研究结论,本研究对于电商平台的建设者和使用者提出了一些理论与管理启示。
[Abstract]:Under the background of our country's economic development entering the new normal, "Internet" is becoming more and more popular. The combination of traditional business and Internet has given birth to the commercial mode of Internet shopping, which is relative to the traditional shopping behavior. Internet shopping behavior has become a new topic, in the virtual Internet environment, consumers are more vulnerable to external factors. The purpose of this study is to study the influence of various factors in the construction of e-commerce platform on consumer behavior. Based on the reference technology acceptance model (TAM), this study designed the theoretical model needed in this paper. There are three parts and seven variables in this model. The first part is independent variable, which includes four variables: platform design, platform service, platform risk and platform marketing; The second part is intermediary variable-customer perceived value, including two dimensions of functional value and emotional value; The third part is dependent variable-customer purchase intention. This study uses questionnaire to conduct empirical analysis, collected 329 valid questionnaires, using structural equation model method, using SPSS20.0. AMOS16.0 analysis of the questionnaire, reliability and validity analysis, descriptive analysis, variance analysis, correlation analysis and other variables were analyzed to verify the model, and the conclusions are as follows: first. Platform design factor, platform service factor, platform marketing factor have positive correlation to intermediary variable, three factors have significant correlation to consumer's shopping intention; Second, platform risk factors have negative correlation with intermediate variables, and platform risk factors can directly affect customer purchase intention, and have negative correlation with customer purchase intention. Third, customer perceived value as an intermediary variable, significantly affect customer purchase intention, and positive correlation, among them, emotional value than functional value has more significant impact on customer purchase intention. And emotional value will affect the functional value. Through the study of e-commerce platform construction on consumer behavior has academic value and practical value, according to the conclusions of the study. This study provides some theoretical and managerial implications for the builders and users of the e-commerce platform.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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