大学生跨境电子商务购物意愿影响因素实证研究

发布时间：2018-05-04 15:40

本文选题：跨境电子商务 + 消费者　；参考：《华中科技大学》2016年硕士论文

【摘要】：最近几年来,随着跨境电子商务的高速发展,越来越多的消费者都尝试过通过跨境电子商务平台购买海外产品。为了能够给消费者提供更好的服务以及完善跨境电商运营模式,电商平台和商家应当进一步研究消费者的跨境电子商务消费行为。本文的研究框架以解构计划行为理论为基础,结合感知风险等理论,构建了大学生跨境电子商务购物意愿的影响因素模型。研究数据的收集是通过使用李克特七分量表来进行问卷调查获得。运用SPSS19.0和AMOS21.0统计分析软件对收集的数据进行编码并进行描述性统计、信度和效度等分析,最后建立结构方程模型对理论假设进行验证。研究结果表明,在跨境电子商务购物环境中,消费者行为态度、主观规范以及感知行为控制这三个因素都正向影响消费者购物意愿。其中,消费者行为态度受到有用性的正向影响,以及感知价格、感知风险的负向影响。消费者主观规范受到直接接触群体的显著影响,感知行为控制则主要受到自我效能的正向影响。结合本文研究结论,本文提出要想提高在跨境电子购物环境下的消费者购物意愿可以从三个方面入手:首先从消费者行为态度入手,提高消费者对跨境网购的积极态度,主要可以从提升购物效率、减低网购风险和提高促销活动三个角度实现;其次从消费者主观规范着手,通过消费者身边的人传递跨境网购的积极信息;最后,可以通过提高消费者感知行为控制来实现提高消费者购物意愿。
[Abstract]:In recent years, with the rapid development of cross-border e-commerce, more and more consumers have tried to buy overseas products through cross-border e-commerce platforms. In order to provide better services to consumers and improve the cross-border e-commerce business operation model, e-commerce platforms and businesses should further study consumers' cross-border e-commerce consumption behavior. Based on the theory of deconstruction planning behavior and the theory of perceived risk, this paper constructs a model of influencing factors of college students' cross-border e-commerce shopping willingness. The data were collected through a questionnaire survey using the Richter scale. The collected data are coded and analyzed by SPSS19.0 and AMOS21.0, and the reliability and validity are analyzed. Finally, a structural equation model is established to verify the theoretical hypothesis. The results show that, in cross-border e-commerce shopping environment, consumer behavior attitude, subjective norms and perceived behavior control all positively affect consumer shopping willingness. Among them, consumer behavior attitude is positively influenced by usefulness, as well as perceived price and perceived risk. Consumer subjective norms are significantly affected by direct contact groups, while perceived behavior control is mainly positively affected by self-efficacy. Combined with the conclusion of this paper, this paper puts forward that in order to improve the consumer's shopping intention in the cross-border electronic shopping environment, we can start from three aspects: first, from the consumer behavior attitude, to enhance the consumer's positive attitude towards cross-border online shopping. It can be realized mainly from three angles of improving shopping efficiency, reducing the risk of online shopping and enhancing the promotion activities. Secondly, from the consumer's subjective norms, it can transmit the positive information of cross-border online shopping through the people around the consumers. Finally, We can improve the consumer's shopping intention by improving the control of consumer's perceived behavior.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F713.55

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