基于AHP的C2C电子商务平台下消费者购买意愿影响因素研究

发布时间：2018-11-02 19:18

【摘要】：中国的电子商务行业正在飞速发展之中，商务模式也不断推陈出新。当下，企业独立运营的官方商城、B2B商务平台、C2C商务平台、B2C商务平台在各自领域均有良好的表现。从电子商务统计数据上来看，C2C商务平台在销售额方面更占优势，但与此同时，其在产品质量、客户体验、支付安全、售后服务等等方面也引起诸多非议，造成了C2C平台消费者感知价值的下降。因此，业界对于C2C平台的未来持有截然不同的观点，一种观点认为C2C平台提供了更多的市场机会，其应当保持现在的平台开放性和进入简易性，另一种观点则认为C2C平台因其自身的草根基因势必要向B2C发展，以求更加全面的满足消费者需求。C2C平台确实有着某些原始集市的基因，但是不可否认的是其开放性正好切合了信息化社会的时代特征，同时也提供了更多的创业和就业机会。因此，如何加强消费者对C2C平台的感知度，提高消费者在C2C平台上的购买意愿，不仅仅对C2C平台健康有序发展有着现实意义，也对当下中国电子商务行业具有深远的历史意义。本文以提高C2C平台的消费者购买意愿为研究对象，以当下中国电子商务的行业现状为背景，通过对国内外电子商务研究的现状进行总结和分析，将消费者感知价值作为切入点，通过对网络消费者的感知价值的研究，分析影响我国网络消费者购买意愿的主要因素，，并以此为依据设计AHP调查问卷。在对问卷结果进行分析后发现， C2C平台的消费者仍然最为重视商品力，其后依次为登录便利、支付和信息质量，最后为物流因素。最后，结合以上分析结果，提出提高消费都购买意愿的现实对策。
[Abstract]:China's e-commerce industry is developing at full speed, and business models are constantly emerging. At present, the official mall, B2B business platform, C2C business platform and B2C business platform all have good performance in their respective fields. In terms of e-commerce statistics, the C2C business platform is more advantageous in terms of sales, but at the same time, it has also caused a lot of criticism in terms of product quality, customer experience, payment security, after-sales service, and so on. Resulting in a C-2 C platform consumer perceived value decline. Therefore, the industry holds very different views on the future of C2C platform. One view is that C2C platform provides more market opportunities, and it should keep the current platform open and easy to enter. Another view is that the C2C platform is bound to develop to B2C because of its own grassroots genes in order to meet the needs of consumers more comprehensively. The C2C platform does have some genes from the original market. But it is undeniable that its openness is just in line with the characteristics of the information society, but also provides more opportunities for entrepreneurship and employment. Therefore, how to strengthen consumers' perception of C2C platform and improve consumers' willingness to purchase on C2C platform is not only of practical significance to the healthy and orderly development of C2C platform, but also has far-reaching historical significance to the current e-commerce industry in China. In this paper, to improve the consumer purchase willingness of C2C platform as the research object, with the current status of e-commerce industry in China as the background, through the domestic and foreign e-commerce research status quo summary and analysis, consumer perceived value as a starting point. Through the research on the perceived value of online consumers, this paper analyzes the main factors that affect the willingness of online consumers to buy in China, and designs a AHP questionnaire based on this. After analyzing the results of the questionnaire, it is found that the consumers of C2C platform still attach the most importance to commodity power, followed by login convenience, payment and information quality, and finally logistics factors. Finally, combining the above analysis results, put forward the practical countermeasures to improve the willingness of consumption to buy.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F713.55;F274

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