信息过载对网络消费者过程满意度和购买意向影响的研究

发布时间：2018-05-18 06:57

本文选题：信息过载 + 信息量过载　；参考：《陕西师范大学》2016年硕士论文

【摘要】：互联网改变着这个时代,也改变着我们的生活。互联网让我们随时随地的与这个世界快速的交流对话,让我们的购物变成指尖一点,足不出户就可以享受到购物的乐趣和便捷。随着近年来电子商务的井喷式发展,越来越多的消费者养成了网上购物的习惯。同时,电商平台也日益发达和完善,我们通过网络购买的产品也日益丰富,贯穿了我们生活衣食住行等方方面面。电子商务网购平台一方面为消费者提供了更多的选择和信息,满足了消费者的多元化需求;但另一方面,产品的信息和种类的丰富也带来了信息过载的问题,消费者需要更多的时间和精力甄别过载的信息,甚至引发负面情绪,进而降低消费者的过程满意度和购买意向。本研究基于信息过载可能给网络消费者和电子商务企业带来的负面影响,设计了三个实验,探讨信息量过载和选择集过载这两种信息过载形式对网络消费者过程满意度和购买意向的影响,以揭示商家发布过量信息和不断增加新产品的营销策略与消费者感知之间的关系。具体内容如下：研究一：主要对信息过载进行评定,包括信息量过载评定和选择集过载评定两部分,结果表明,信息量不足、信息量最佳、信息量过载组分别为3、10、30条信息量,而选择集不足、选择集最佳、选择集过载组分别为3、5、30种选择,说明消费者对信息量和选择集的感知分别随着信息量和选择集的增大而呈现先增加后减少的趋势。研究二：主要探讨了信息量过载对网络消费者过程满意度和购买意向的影响,并验证认知需求水平对其过程的调节效应。双因子方差分析结果表明信息量过载对网络消费者的过程满意度和购买意向的主效应显著,认知需求水平对其有调节作用。说明信息量过载降低网络消费者的过程满意度和购买意向。信息量过载时,高认知需求水平的消费者比低认知需求水平的消费者有更高的过程满意度和购买意向。研究三：主要探讨了选择集过载对网络消费者过程满意度和购买意向的影响,并验证认知需求水平对其过程的调节效应。双因子方差分析结果表明选择集过载对网络消费者的过程满意度和购买意向的主效应显著,认知需求水平对其有调节作用。说明选择集过载降低网络消费者的过程满意度和购买意向。选择集过载时,高认知需求水平的消费者比低认知需求水平的消费者有更高的过程满意度和购买意向。本研究通过对信息过载的两种形式,信息量过载和选择集过载对网络消费者过程满意度和购买意向的影响研究,得出一致的结论,说明信息过载可以降低网络消费者的过程满意度和购买意向,并且认知需求水平起了调节作用,即在信息过载情境下,高认知需求水平的网络消费者比低认知需求水平的网络消费者有更高的过程满意度和购买意向。并且在此结论的基础上为电子商务企业如何制定营销策略以提高消费者的过程满意度和购买意向提出了一定的建议。
[Abstract]:The Internet has changed this era and changed our life. The Internet allows us to communicate with the world at any time and anywhere, to make our shopping a point, to enjoy the pleasure and convenience of shopping. With the rapid development of electronic commerce in recent years, more and more consumers have developed. At the same time, the e-commerce platform is also increasingly developed and improved, and the products we buy through the network are also increasingly rich, through all aspects of our life, food and clothing, and other aspects. On the one hand, e-commerce online shopping platform provides consumers with more choices and information to meet the diversified needs of consumers; on the other hand, The rich information and variety of products also bring about the problem of information overload. Consumers need more time and energy to discriminate the overload information, even trigger negative emotions, and then reduce the consumer's process satisfaction and purchase intention. This study is based on the negative effects that the information overload may bring to the network consumers and the e-commerce enterprises. Three experiments were designed to explore the effect of information overload and selection set overload on the satisfaction and purchase intention of the network consumer process in the two forms of information overload, in order to reveal the relationship between the business release of excessive information and the continuous increase of the marketing strategy of new products and consumer perception. Information overload is evaluated, including two parts: information overload assessment and selection set overload evaluation. The results show that information quantity is insufficient, information is the best, information overload group is 3,10,30 information, selection set is insufficient, selection set is the best, selection set overload group is 3,5,30 selection respectively, indicating the quantity of information and selection set of consumers. In study two, the effect of information overload on network consumer process satisfaction and purchase intention is mainly discussed, and the regulatory effect of cognitive demand level on the process is verified. The results of double factor square difference analysis show that the information overload is on the network. The main effect of the consumer's process satisfaction and purchase intention is significant, and the cognitive demand level has a moderating effect. It shows that the amount of information overload reduces the process satisfaction and purchase intention of the network consumers. When the information overload, the consumers with high cognitive demand level have higher process satisfaction and purchase than those with low cognitive demand. Purchase intention. Study three: the effect of selection set overload on network consumer process satisfaction and purchase intention is mainly discussed, and the regulatory effect of cognitive demand level on the process is verified. The result of double factor variance analysis shows that the main effect of selection set overload on the process satisfaction and purchase intention of network consumers is significant, and the cognitive demand water is in demand. It shows that the selection set overload reduces the process satisfaction and purchase intention of the network consumers. When the selection sets overload, the consumers with high cognitive demand level have higher process satisfaction and purchase intention than those with low cognitive demand. This study is based on two forms of information overload and information overload and selection. The study on the effect of optional set overload on the satisfaction and purchase intention of network consumer process is a consistent conclusion that information overload can reduce the process satisfaction and purchase intention of network consumers, and the cognitive demand level plays a regulatory role, that is, in the context of information overload, the network consumers with high cognitive demand level are lower than those of low cognition. The demand level network consumers have higher process satisfaction and purchase intention. And on the basis of this conclusion, some suggestions are put forward on how e-business enterprises develop marketing strategies to improve consumer's process satisfaction and purchase intention.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55

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