网购环境下服务保证对消费者购买意愿的影响研究

发布时间：2018-03-05 03:33

本文选题：网购　切入点：服务保证　出处：《华南理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：据中国互联网络信息中心(CNNIC)发布的第37次《中国互联网络发展状况统计报告》显示,截至2015年12月,中国网民规模达6.88亿,互联网普及率达到50.3%,其中,网民在线购物的比例从49.2%提升至58.6%。从报告数据可知,中国网络购物消费市场日益繁荣。然而由于在线购物市场的多产品总类、较低的进入门槛的特性,产品质量不合格和商家信誉没保证造成的不愉快购物经历仍是部分顾客流失的主要原因。而服务保证制度的引入能有效降低顾客感知风险,增强顾客购买意愿,对电子商务企业构建竞争优势有很大帮助。本文选取网络购物市场作为研究背景,在回顾国内外服务保证和消费者购买意愿研究的基础上,构建了一个以服务保证五个维度为自变量,以企业声誉为调节变量,以顾客心理契约为中介,以消费者购买意愿为结果的结构模型。旨在通过实证分析的方法来研究在线购物环境下的服务保证对消费者购买意愿的作用机制,为在线购物市场的有序运行以及服务保证制度的实施提供实践指导。本研究以在线购物消费者为调查对象,通过线上线下共收集了368份有效样本数据,并运用SPSS20.0对概念模型和研究假设进行验证,得出了如下结论:(1)条件限制性负向显著影响顾客心理契约和消费者购买意愿;承诺适度性、内容可信性、条款简明性和利用便利性都分别对顾客心理契约和消费者购买意愿有正向影响作用;(2)顾客心理契约的两个维度对消费者购买意愿都具有正向影响作用;(3)顾客心理契约的两个维度都在服务保证对消费者购买意愿的影响中存在部分中介作用;(4)企业声誉对服务保证和消费者购买意愿具有正向调节作用;企业声誉对服务保证和顾客心理契约都不存在调节作用。
[Abstract]:According to the 37th "Statistical report on the Development of China's Internet Network" released by the China Internet Network Information Center (CNNIC), as of December 2015, the number of Chinese Internet users reached 688 million, and the Internet penetration rate reached 50.3 percent, of which, The proportion of online shopping has risen from 49.2% to 58.6 percent. According to the report data, China's online shopping market is booming. However, because of the overall category of products in the online shopping market, the characteristics of lower barriers to entry are relatively low. The main reason for the loss of some customers is the unsatisfactory shopping experience caused by the unqualified product quality and the lack of business reputation. The introduction of the service guarantee system can effectively reduce the perceived risk of the customer and enhance the customer's willingness to buy. This paper chooses the online shopping market as the research background, and reviews the research of domestic and foreign service guarantee and consumers' purchase intention. This paper constructs a service guarantee with five dimensions as independent variable, enterprise reputation as adjustment variable and customer psychological contract as intermediary. The purpose of this paper is to study the mechanism of the effect of service guarantee on consumers' willingness to buy in an online shopping environment by means of empirical analysis. This research takes the online shopping consumer as the research object, collects 368 effective sample data through the online and offline data collection, and provides practical guidance for the orderly operation of the online shopping market and the implementation of the service guarantee system. Using SPSS20.0 to verify the conceptual model and research hypothesis, the following conclusions are drawn: (1) restrictive conditions have a negative and significant impact on customer psychological contract and consumer purchase intention, commitment moderation, content credibility, and so on. (2) the two dimensions of the customer psychological contract have a positive effect on the consumer's purchase intention. (2) the two dimensions of the customer psychological contract have a positive effect on the consumer's purchase intention. The two dimensions of contract have some intermediary role in the influence of service guarantee on consumers' willingness to buy. (4) Enterprise reputation has a positive regulating effect on service guarantee and consumers' willingness to buy; Corporate reputation does not regulate service guarantee and customer psychological contract.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F713.55

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