网站特性对消费者购买意愿的影响机理研究

发布时间：2018-05-07 13:08

本文选题：网站特性 + 信任　；参考：《安徽工业大学》2017年硕士论文

【摘要】：网络购物在当今社会越来越流行。然而,在其繁荣发展的背后,存在一些突出问题,如消费者在网络购物时不能直接触摸商品,这不仅不能满足消费者的触觉感知需求,也增加了消费者的顾虑。诸多研究表明,消费者信任与虚拟触觉的缺失成为网络购物进一步发展的主要障碍。此外,随着购物网站数量的增加,导致了网络上的供方市场不断扩大,加剧了购物网站之间的竞争。因此,搞清楚具有什么特性的网站更能吸引消费者成为网络零售业营销的前提。在梳理以往文献和本文研究目的的基础上,将网站特性划分为四个维度,即:知识性、互动性、生动性和安全性,本文以S-O-R模型为基本框架,构建了网站特性对消费者影响机理的研究模型。同时,通过在线问卷调查和实地调查的方法,获得了407个有效样本,借助SPSS17.0和LISREL8.70进行了样本数据分析、假设检验。实证结果显示:网站各特性(知识性、互动性、生动性和安全性)均对信任产生正向影响;知识性、互动性和生动性也对消费者虚拟触觉产生正向影响作用;信任和虚拟触觉均对消费者购买意愿有显著的影响,信任的影响作用要大于虚拟触觉对消费者购买意愿的影响。最后根据本文的研究结论,针对购物网站的建设提出了一些改进措施,同时,陈述了本文的研究局限及展望。
[Abstract]:Online shopping is becoming more and more popular in today's society. However, behind its prosperity and development, there are some outstanding problems, such as consumers can not directly touch goods when shopping online, which can not only not meet the needs of consumers' tactile perception, but also increase the concerns of consumers. Many studies show that the lack of consumer trust and virtual touch is the main obstacle to the further development of online shopping. In addition, with the increase of the number of shopping websites, the supplier market on the network is expanding, and the competition between shopping websites is intensified. Therefore, to find out what features of the website can be more attractive to consumers to become the premise of online retail marketing. On the basis of combing the previous literature and the purpose of this paper, the website features are divided into four dimensions, namely: knowledge, interaction, vitality and security. This paper takes the S-O-R model as the basic framework. The research model of the influence mechanism of website characteristics on consumers is constructed. At the same time, 407 valid samples were obtained by the method of online questionnaire and field investigation. The sample data were analyzed by SPSS17.0 and LISREL8.70, and the hypothesis test was carried out. The empirical results show that: the characteristics of the website (knowledge, interaction, vitality and security) have a positive impact on trust, knowledge, interaction and vitality also have a positive impact on consumer virtual tactile; Trust and virtual tactile have significant influence on consumers' purchase intention, and the effect of trust is greater than that of virtual tactile. Finally, according to the conclusion of this paper, some improvement measures are put forward for the construction of shopping website. At the same time, the limitations and prospects of this paper are stated.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

【参考文献】