消费者持续使用电子商务网站意愿的模型构建及实证研究

发布时间：2019-03-04 08:54

【摘要】：21世纪是网络信息时代,网络的发展带来了营销理论的革新。作为互联网发展的衍生功能之一的电子商务,也逐渐被消费者接受,消费者对电子商务网站的使用态度也从最初的尝试演变成现在习惯性持续使用。但是随着时间的推进,出现了新网民增长回落、老网民转化乏力、网络购物用户规模增长速度减缓、电子商务网站间竞争呈现白热化的情况,各大电子商务网站都出现了用户流失的现象。在这种情况下,留住老用户、减少用户流失成为影响电子商务企业和电子商务平台发展关键因素,此时研究消费者持续使用电子商务网站的影响因素具有重要的意义。由于消费者网络购物是消费者与供应者通过网络平台交互完成的,消费者既是网络的使用者,又是商品购买者。因此影响消费者持续使用电子商务网站的因素,既包括消费者自身因素,也包含电子商务网站的因素。本文研究通过对信息技术接受理论、期望确认理论、消费者满意理论、顾客忠诚理论以及社会认知理论等相关理论的文献研究,归纳出消费者持续使用的直接和间接影响因素：消费者感知绩效、消费者满意度、期望确认度和促成因素。依照ECT-IT理论构建出本文研究模型,并提出本文研究假设。其中消费者感知绩效源于消费者对电子商务网站感知的因素,又可以分为感知有用性、感知易用性、感知质量和感知娱乐四个变量；促成因素源于消费者自身的因素,可分为主观规范、习惯、自我效能和转换成本四个维度。本文研究采用实证研究的方法,采用前人成熟量表,构建出本文初始问卷,并通过小范围的前测,根据前测结果,对问卷进行完善,形成本文研究最终调查问卷。对353名网购人员进行调查,最终获得249份有效问卷作为本文研究样本。研究通过SPSS19.0对所获的样本数据进行描述性统计分析、信度检验和探索性因子分析,并通过AMOS17.0对样本数据进行验证性因子分析、结构方程路径分析、因子间影响效果分析,最终验证本文研究假设全部成立。通过对样本数据的实证研究可知,对消费者持续使用意愿影响最大的因素是消费者感知绩效,其次是期望确认度、消费者满意度,影响效果最小的是促成因素；感知有用性、感知易用性、感知娱乐、感知质量、自我效能、习惯、转换成本对消费者持续使用意愿有直接或间接的影响。并根据本文研究结论,提出6条管理建议。同时分析研究存在的局限性,并提出未来研究展望。
[Abstract]:The 21st century is the age of network information. The development of network brings about the innovation of marketing theory. As one of the derivative functions of the Internet, e-commerce is gradually accepted by consumers, and consumers' attitudes towards the use of e-commerce websites have evolved from the initial attempt to the current habitual continuous use. However, with the advancement of time, the growth of new netizens has dropped, the transformation of old netizens is weak, the growth rate of online shopping users has slowed down, and competition among e-commerce websites has become white-hot. Each major e-commerce website has appeared the phenomenon of user drain. In this case, retaining old users and reducing the loss of users have become the key factors affecting the development of e-commerce enterprises and e-commerce platforms. At this time, it is of great significance to study the influencing factors of consumers' continuous use of e-commerce websites. Because consumers and suppliers interact with each other through network platform, consumers are not only the users of the network, but also the buyers of the goods. Therefore, the factors that affect consumers' sustainable use of e-commerce websites include not only consumers' own factors, but also the factors of e-commerce websites. Through the literature research of information technology acceptance theory, expectation confirmation theory, consumer satisfaction theory, customer loyalty theory and social cognition theory, this paper studies the related theories of information technology acceptance, expectation confirmation, consumer satisfaction, customer loyalty and social cognition. This paper summarizes the direct and indirect influencing factors of consumer sustainable use: consumer perceived performance, consumer satisfaction, expectation confirmation and contributing factors. According to the ECT-IT theory, this paper constructs the research model, and puts forward the research hypotheses in this paper. Consumer perceived performance stems from consumers' perception of e-commerce website, and can be divided into four variables: perceived usefulness, perceived usability, perceived quality and perceived entertainment. The contributing factors can be divided into four dimensions: subjective norm, habit, self-efficacy and conversion cost. This paper uses the method of empirical research, using the former maturity scale, constructs the initial questionnaire of this paper, and through a small range of pre-test, according to the results of the pre-test, perfect the questionnaire, forming the final questionnaire of this study. A total of 353 online shoppers were investigated and 249 valid questionnaires were obtained as the sample of this study. In this study, descriptive statistical analysis, reliability test and exploratory factor analysis of the sample data were carried out by SPSS19.0, and confirmatory factor analysis and structural equation path analysis of the sample data were carried out by AMOS17.0. The effect analysis between factors proves that all the hypotheses in this paper are valid. Through the empirical study of the sample data, it can be seen that the most important factor affecting the consumer's willingness to continue to use is consumer perceived performance, followed by expected confirmation, consumer satisfaction, and the least effective factor is the contributing factor. Perceived usefulness, perceived ease of use, perceived entertainment, perceived quality, self-efficacy, habits, and switching costs have a direct or indirect impact on consumers' willingness to continue to use. According to the conclusion of this paper, 6 management suggestions are put forward. At the same time, the limitations of the research are analyzed, and the prospect of future research is put forward.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F224

【参考文献】