跨境电子商务消费者购买意愿影响因素研究

发布时间：2018-05-13 21:42

本文选题：跨境电商 + 购买意愿　；参考：《青岛大学》2017年硕士论文

【摘要】：近些年来,经济全球化程度逐步加深,互联网信息技术迅速发展,跨境电子商务已然变成了中外贸易的新增长点,随着贸易全球化的发展,消费者有更多的机会和手段了解国外的产品和品牌,购买意愿也日益强烈,很多消费者为的是追求更高的生活品质和更好的产品安全性能,除少部分消费者有机会出国购买,大部分消费者选择海外代购、海淘等形式的购买渠道,从而催生了跨境电商这一渠道的诞生和发展。面对跨境电子商务的发展和消费者跨境购物需求的增长,各大电商平台都陆续的推出自己的跨境电子商务购物平台。跨境电商的发展速度迅猛,规模不断扩大,作为一个新生的事物,目前缺少相应的理论和文献研究来对跨境电商进行研究。消费者在跨境电商进行消费购物是会受到哪些因素的影响,目前还没有相应的理论进行系统的分析。通过本文的研究形成跨境电商消费者购买意愿影响因素的理论支持,更有意义的是,可以为跨境电商的管理和运营提供决策支持以促进跨境电商更好地发展。本文通过文献研究和实证研究相结合的方法对消费者在跨境电商购物意愿的影响因素进行了分析。通过构建量表体系,提出相关的假设,采取实证研究来探讨哪些因素对消费者的购买意愿产生研究。本文首先在原始TAM模型的感知易用性、感知有用性的基础上,引入消费者个体特征、风险性、商家服务质量、产品价格、电商流行度五个变量作为自变量,将购买意愿作为因变量成立研究模型。通过调查问卷获取样本数据,通过统计软件SPSS 20.0对样本数据进行样本描述、信度和效度检验、相关性和回归分析。研究结果显示,感知易用性、感知有用性、消费者个体特征、商家服务质量、产品价格、电商流行度对消费者购买意愿有正向影响,跨境电商购买的风险性对消费者购买意愿呈负相关。最后本文针对研究结论对跨境电子商务的发展提出了针对性对策,希望本文能够对跨境电商的发展做出一定贡献。
[Abstract]:In recent years, with the deepening of economic globalization and the rapid development of Internet information technology, cross-border electronic commerce has become a new growth point of Chinese and foreign trade. With the development of trade globalization, Consumers have more opportunities and means to understand foreign products and brands, and they are increasingly willing to buy. Many consumers are seeking higher quality of life and better product safety, except for a small number of consumers who have the opportunity to buy abroad. Most consumers choose overseas purchase, sea Amoy and other forms of purchasing channels, thus spawning the birth and development of cross-border e-commerce channel. Facing the development of cross-border e-commerce and the growth of consumers' cross-border shopping demand, each major e-commerce platform has launched its own cross-border e-commerce shopping platform one after another. The development of cross-border e-commerce is rapid and the scale is expanding. As a new thing, there is a lack of relevant theoretical and literature research to study cross-border e-commerce. At present, there is no systematic analysis on the influence of what factors consumers will be subjected to in cross-border e-commerce shopping. Through the research of this paper, the theoretical support of influencing factors of cross-border e-commerce consumers' willingness to buy can be formed. What is more, it can provide decision support for the management and operation of cross-border e-commerce in order to promote the development of cross-border e-commerce. This paper analyzes the influencing factors of consumers' willingness to purchase in cross-border e-commerce through the combination of literature research and empirical research. Through constructing the scale system, putting forward the relevant hypotheses, taking the empirical study to explore which factors produce the consumer's purchase intention research. On the basis of perceived usability and perceived usefulness of the original TAM model, this paper introduces five variables as independent variables: individual characteristics of consumers, risk, quality of business service, product price, and popularity of ecommerce. The purchase intention is regarded as the dependent variable to establish the research model. Sample data were obtained by questionnaire, sample description, reliability and validity test, correlation and regression analysis were carried out by statistical software SPSS 20.0. The results show that perceived usability, perceived usefulness, individual characteristics of consumers, quality of business services, product prices and popularity of e-commerce have positive effects on consumers' willingness to buy. The risk of cross-border ecommerce purchase is negatively related to consumers' willingness to buy. Finally, this paper puts forward some countermeasures to the development of cross-border e-commerce, and hopes that this paper can make a contribution to the development of cross-border e-commerce.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

【参考文献】