O2O购物环境下消费者感知质量对购买行为的影响研究

发布时间：2018-05-01 04:42

本文选题：O2O电商 + 感知质量　；参考：《吉林大学》2017年硕士论文

【摘要】：近几年,我国电子商务发展迅速,电商的快速扩张既给传统实体商铺带来冲击,也导致电商企业由于趋同的经营方式竞争加剧,这使得电商企业开始探索与线下结合的经营模式;而饱受冲击的实体经济也寻求搭上线上电商的快车,因此就诞生了O2O电商。O2O电商将线上信息和机会与线下资源相结合的特点使得其具有独特竞争优势,但也使如何协同提高消费者对线上线下资源的感知质量来提升消费者购买可能性成为一个急需解决的问题。论文借鉴Hellier等人、Agarwal等人和Olsen提出的关于感知质量、感知价值、感知风险、购买行为的模型理论,结合O2O电商的特点,采用数据调查方法,详细分析了O2O环境下的客户感知质量对购买决策的影响,并构建了影响模型,模型运算最终验证了感知服务质量、感知产品质量、感知风险、感知价值、满意度、忠诚度与购买意愿和行为之间的关键路径。针对这些关键路径,论文从区分感知质量出发,针对性的提出消除消费者对风险的感知,增强消费者对价值、满意的感知,进而促使购买意愿和对O2O平台消费忠诚的形成。论文的创新之处在于以下几点:将信息系统理论中成熟的感知系统质量、感知信息质量、感知服务质量等概念引入O2O购物系统的优化研究,并根据O2O购物系统的特点纳入新变量——感知产品质量;同时纳入感知价值视角和感知风险视角;利用计划行为理论和行为主义心理学重新解释新模型当中变量之间的关系,以更加适合O2O环境下的购物特点;将结构方程理论和经典中介效应检验流程相结合,克服逐步回归方程验证的限制,增强中介效用的检验力。由于时间和精力的限制,论文没有对比区分不同O2O实现方式下,消费者感知质量对购买行为的影响异同。另外,鉴于O2O电商的独特之处,论文的量表在量化O2O电商特点方面可能存在待完善的地方。
[Abstract]:In recent years, e-commerce in China has developed rapidly. The rapid expansion of e-commerce not only impacts the traditional physical stores, but also results in the competition of e-commerce enterprises intensified due to the convergence of business methods. This has led ecommerce companies to explore business models that combine with offline businesses, and the battered real economy is also seeking to get on the fast train of online ecommerce. Therefore, the characteristic of combining online information and opportunities with offline resources gives O2O ecoquotient. O2O ecoquotient has a unique competitive advantage. However, how to improve consumers' perceived quality of online and offline resources is an urgent problem. Based on the model theory of perceived quality, perceived value, perceived risk and purchase behavior proposed by Hellier et al. Agarwal et al. And Olsen, combined with the characteristics of O2O e-commerce, the data survey method is adopted. The influence of customer perceived quality on purchasing decision in O2O environment is analyzed in detail, and an impact model is constructed. The model finally verifies perceived quality of service, perceived product quality, perceived risk, perceived value, and satisfaction. The key path between loyalty and purchase intention and behavior. In view of these key paths, this paper proposes to eliminate consumers' perception of risk, enhance consumers' perception of value and satisfaction, and promote the formation of purchase intention and consumption loyalty to O2O platform from the perspective of distinguishing perceived quality. The innovation of this paper lies in the following points: the concepts of perceived system quality, perceived information quality and perceived service quality, which are mature in information system theory, are introduced into the optimization research of O2O shopping system. According to the characteristics of the O2O shopping system, the new variables, perceived product quality, perceived value perspective and perceived risk perspective are included, and the relationship between variables in the new model is reinterpreted by using the theory of planning behavior and behaviorist psychology. In order to be more suitable for shopping in O _ 2O environment, the structure equation theory is combined with the classical intermediary effect test flow to overcome the limitation of the verification of stepwise regression equation and to enhance the testing power of intermediary utility. Due to the limitation of time and energy, the paper does not compare and distinguish the influence of consumer perceived quality on purchasing behavior under different O 2O implementations. In addition, in view of the unique features of O2O, there may be some defects in quantifying the characteristics of O2O electroquotient.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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