O2O电子商务中顾客感知价值对购买意愿的影响研究

发布时间：2018-06-01 21:21

本文选题：O2O电子商务 + 感知价值　；参考：《上海外国语大学》2017年硕士论文

【摘要】：自20世纪90年代开始,我国电子商务发展至今短短20余年,先后出现了多种成熟的商业模式并渗透到各行各业。2010年兴起的O2O电子商务是通过商家的线上营销、用户的线上购买来带动商家的线下经营和用户的线下消费的一种新型商务模式。O2O模式区别于传统的B2C,C2C电商模式,它被广泛地应用于基于地点定位的周边服务业,把人们从虚拟交易平台引流至线下的实体商店。然而,O2O模式带来便捷的同时,如何维护并进一步提高线上顾客的购买意愿是O2O运营商和供应商面临的主要挑战,因此消费者在O2O电商模式中购买意愿的影响因素成为一个重要的研究课题。依据顾客感知价值的相关理论可知,消费者的感知价值与购买意愿有着紧密联系。本文应用线上顾客感知价值的四个维度,即结果价值、程序价值、情感价值、社会价值,探讨在O2O商务模式中的顾客感知价值对购买意愿的直接影响和各维度的影响程度。为进一步理解二者的关系,本文根据消费者行为理论,引入消费态度作为中介变量,构建感知价值—消费态度—购买意愿的概念模型,考查O2O电商中顾客感知价值通过态度来对购买意愿的间接影响是否显著。本文通过问卷调查收集到208份有效问卷,证实问卷具有良好的信度和效度后,应用相关分析、多元回归分析、以及Baron和Kenny的中介效应检验方法,得出以下结论:(1)O2O电子商务中顾客感知价值对消费者购买意愿有显著的正向影响。(2)在线上顾客感知价值的四个维度中,对购买意愿影响最为显著的是情感价值,其次是程序价值,最后是结果价值;社会价值对购买意愿的影响不显著。(3)态度在顾客感知价值与购买意愿间有显著的中介作用,即O2O电商模式中顾客感知价值可通过态度间接影响购买意愿。最后本文对O2O平台运营商及供应商提出了可供参考的管理意见,认为运营商应主要提高顾客的程序及情感价值,供应商可从顾客的结果和社会价值入手来改善消费者态度,增强消费者购买意愿,从而在O2O电商模式中取得共赢。
[Abstract]:Since the 1990s, E-commerce in China has been developing for more than 20 years, and a variety of mature business models have emerged and permeated into various industries. O2O e-commerce, which rose in 2010, is through the online marketing of merchants. A new business model, .O2O, is different from the traditional B2CU C2C e-commerce model, which is used widely in the location-based peripheral service industry. Drain people from virtual trading platforms to offline physical stores. However, while the O2O model brings convenience, how to maintain and further improve the willingness of online customers to buy is a major challenge for O2O operators and suppliers. Therefore, the influencing factors of consumers' purchase intention in O 2 O e-commerce model have become an important research topic. According to the theory of customer perceived value, consumer perceived value is closely related to purchase intention. This paper applies the four dimensions of online customer perceived value, namely, result value, program value, emotional value and social value, to explore the direct influence of customer perceived value on purchase intention and the degree of influence of each dimension in the O2O business model. In order to further understand the relationship between the two, this paper, based on the consumer behavior theory, introduces consumer attitude as an intermediary variable, and constructs a conceptual model of perceived value, consumption attitude and purchase intention. To examine whether the perceived value of customers in O _ 2O e-commerce has a significant indirect effect on purchase intention through attitude. In this paper, 208 valid questionnaires were collected through questionnaire survey, which proved that the questionnaire had good reliability and validity. Correlation analysis, multivariate regression analysis, and intermediary effect test of Baron and Kenny were used. The following conclusions are drawn: in E-commerce, customer perceived value has a significant positive impact on consumers' willingness to buy. (2) of the four dimensions of online customer perceived value, emotional value is the most significant, followed by program value. Finally, the result value; the influence of social value on purchase intention is not significant.) attitudes play a significant intermediary role between customer perceived value and purchase intention, that is, customer perceived value can indirectly influence purchase intention through attitude in O2O e-commerce model. Finally, this paper puts forward some management suggestions for the operators and suppliers of O2O platform, and points out that the operators should mainly improve the customer's procedure and emotional value, and the supplier can improve the consumer's attitude from the customer's result and social value. Enhance consumers' willingness to buy, thus achieving win-win results in the O 2 O e-commerce model.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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