农民工网络购买行为影响因素研究

发布时间：2018-09-19 06:02

【摘要】：20世纪90年代发展至今,我国电子商务已进入大众创业、万众创新的时代,网购日渐成为促进国民消费、拉动经济增长的重要支柱产业。目前,大量的研究数据表明,消费者的购买决策行为影响企业营销决策制定,准确有效的消费者购买决策行为分析,将有助于企业的经营和发展。作为现实社会中庞大的特殊群体——农民工,接受城市化的影响已越来越深,农民工在中国网民中的比重也愈来愈大,然而针对农民工群体的网络购物行为研究却相对空白,因此,有必要深入了解农民工的网络购物现状和购买行为。本文系统回顾了以往学者在网络购物影响因素领域的研究成果,在深入研究农民工、购买行为等相关文献和研究成果后,结合我国网络购物环境的实际情况,从感知价值、感知风险、感知优惠力度、从众效应(交互性)因素、购买行为五个方面设计调查问卷量表,通过对相关数据开展信度效度分析,来检验数据的实际操作意义;其次,利用SPSS 19.0软件对数据进行分析,得出研究结论;最后,提出企业在实际操作过程中可取的提升路径。通过问卷调研和数据分析,笔者得出了以下结论:一、福建省内的农民工群体比较认可网络购物方式,但整体网购消费活跃度较低;二、农民工的网络购物消费习惯和层次仍停留在初级阶段,基本以满足生活需求为主;三、农民工网络消费者购买行为显著受到感知价值、感知风险、感知优惠力度、从众效应四个因素影响,其中,对农民工网络购物行为影响最大的是感知风险因素;四、感知价值、感知优惠力度和从众心理对购买行为有正向影响关系,感知风险对购买行为有负向影响关系。基于上述研究结论,本文提出以下几点建议:一、增加消费项目以提高感知价值;二、完善相关法律法规以降低感知风险;三、完善网店页面建设以满足从众心理;四、利用差异化定位提供更多的优惠力度。
[Abstract]:With the development of electronic commerce in the 1990s, China has entered the era of mass entrepreneurship. In the era of mass innovation, online shopping has become an important pillar industry to promote national consumption and stimulate economic growth. At present, a large number of research data show that the consumer's purchase decision behavior will influence the enterprise marketing decision making, and the accurate and effective analysis of the consumer purchase decision-making behavior will be helpful to the enterprise management and development. As a huge special group in the real society, migrant workers accept the influence of urbanization more and more deeply, and the proportion of migrant workers in Chinese Internet users is also increasing. However, the research on the online shopping behavior of migrant workers is relatively blank. Therefore, it is necessary to understand the network shopping status and purchasing behavior of migrant workers. This paper systematically reviews the previous research results in the field of influencing factors of online shopping, after in-depth study of migrant workers, purchasing behavior and other related literature and research results, combined with the actual situation of our country's online shopping environment, from the perceived value. Perceived risk, perceived preference, herd effect (interactive) factors, purchase behavior design questionnaire scale, through the reliability and validity analysis of relevant data to test the practical significance of the data; secondly, SPSS 19.0 software is used to analyze the data, and the research conclusion is drawn. Finally, the paper puts forward the desirable path of promotion in the actual operation process of the enterprise. Through questionnaire investigation and data analysis, the author draws the following conclusions: first, the migrant workers in Fujian Province relatively approved the online shopping mode, but the overall online shopping activity is low; second, The online shopping habits and levels of migrant workers are still in the primary stage, basically to meet the needs of life; third, the consumer purchase behavior of migrant workers is significantly affected by perceived value, perceived risk, perceived preferential intensity. Among them, perceived risk factors have the greatest influence on migrant workers' online shopping behavior; fourth, perceived value, perceived preferential intensity and herd psychology have a positive impact on purchasing behavior. Perceived risk has a negative impact on purchasing behavior. Based on the above conclusions, this paper puts forward the following suggestions: first, to increase consumption items to improve perceived value; second, to improve the relevant laws and regulations to reduce perceived risk; third, to improve the construction of online shop pages to meet the crowd psychology; Use differential positioning to provide more incentives.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55;F724.6;F323.6

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