C2C购物网站信息系统质量对消费者忠诚的影响—中韩比较研究

发布时间：2018-01-15 19:41

本文关键词：C2C购物网站信息系统质量对消费者忠诚的影响—中韩比较研究　出处：《浙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的发展和普及,电子商务成为全球最热门的交易平台,国家之间电子商务交流的机会也日益增多。中国与韩国地理位置相近,有着悠久的贸易历史。尤其是在2014年11月中韩两国在FTA上完成实质性谈判后,中韩两国企业合作的机会进一步增加。中韩两国的企业想要持续获取竞争优势,两国企业必须增强对当地消费者行为的理解,特别是对网络购物行为的理解。通过互联网技术,现代企业可以降低传统的线下贸易中产生的交易费用,也更能获取有关对方市场的一手资料。虽然中韩两国的电子商务发展历程中存在一些相同之处,但仍有一些显著的差异,因此对中韩两国企业来说,了解可能影响当地消费者行为的购物网站信息系统是很重要的。 C2C购物网站是一种在中韩两国都占据了较高市场份额的购物形态。根据CNNIC的数据显示2013年淘宝网的网络市场用户份额达到68.3%,韩国统计局的数据显示2013年本国网络购物交易总额中C2C交易占据了36.3%。由于C2C购物网站的进入门槛较低,因此吸引了很多中小型企业,这也造就了C2C购物网站欣欣向荣的发展态势。本研究旨在通过对中韩两国C2C购物网站因素对顾客忠诚的影响作用进行比较研究,来揭示中韩两国消费者态度以及行为特征,同时比较两国C2C购物网站的不同特征以及影响消费者的核心因素的不同。本研究的主要调查群体主要为C2C购物网站购买经验的20-30岁的年轻消费者,其中本科生和研究生的比率最高。20-30岁之间群体的网购使用率高于其他年龄群体,而且他们可以说是未来消费的核心群体。研究采用了问卷调查的方法,并用SPSS18.0和Amos21.0统计分析软件来处理所收集的数据来检验研究假设。通过理论探讨和实证数据分析得到如下的主要结论；影响中韩消费者信任和忠诚的购物网站的信息系统因素存在一些差异。首先在信息质量方面,信息准确性是不仅影响中国消费者的信任和忠诚,也对韩国消费者的忠诚产生影响；而信息多样性只影响韩国消费者的信任和忠诚,信息最新性只影响中国消费者忠诚。其次,在系统质量方面,网站检索便捷性只影响韩国消费者忠诚,网站可接近性只影响韩国消费者的信任,网站安全性只对中国消费者的信任和忠诚产生影响。再次,在服务质量方面,订购便捷性影响中国消费者的忠诚,同时影响韩国消费者的信任和忠诚；客服响应性只影响韩国消费者的信任和忠诚,退换便捷性影响中韩消费者的信任。最后消费者信任对中韩消费者的忠诚均产生影响。
[Abstract]:With the development and popularization of Internet technology, e-commerce has become the world's most popular trading platform, e-commerce exchange opportunities between countries are increasing. China and South Korea geographical proximity, has a long history of trade. Especially in November 2014, China and South Korea to complete the substantive negotiations on FTA, China and South Korea cooperation opportunities further increase. China and South Korea enterprise wants to continue to gain competitive advantage, the enterprises must enhance the local understanding of consumer behavior, especially on online shopping behavior understanding. Through Internet technology, modern enterprises can reduce the traditional line under the trade transaction costs, also can obtain first-hand information about each other market. Although the development of electronic commerce in China and South Korea have some similarities, but there are still some significant differences, so the Chinese and Korean Enterprises It is important to understand the shopping website information system that may affect the behavior of local consumers.
C2C is a shopping website in China and South Korea are to occupy a higher market share shopping patterns. According to CNNIC network market share of users in 2013 taobao.com reached 68.3%, South Korea's Bureau of statistics data show that C2C total transactions in 2013 domestic online shopping transactions accounted for 36.3%. C2C shopping site due to lower barriers to entry, therefore to attract a lot of small and medium enterprises, which also created a thriving development trend of C2C shopping website.
The purpose of this study was to compare the effect on China and South Korea C2C shopping site factors on customer loyalty, China and South Korea to reveal consumer attitudes and behavior characteristics, and comparison of the two C2C shopping sites with different characteristics and influence factors of consumers is not core.
The main investigation group on the major C2C shopping site to buy the experience of 20-30 years old young consumers, including undergraduate and graduate students of the highest rates between the ages of.20-30 group was higher than that of other age groups in the use of online shopping, and they can be said to be the future consumption of the core group. The research adopts the method of questionnaire investigation, and SPSS18.0 and the Amos21.0 statistical analysis software to process the collected data to test the research hypothesis. Through theoretical and empirical analysis the main conclusions are as follows;
There are some differences between the influence factors of information system and consumer trust and loyalty to the shopping site. Firstly, in terms of information quality, the accuracy of the information is not only Chinese influence consumer trust and loyalty, also affect the Korean consumer loyalty; and information diversity affects only the Korean consumers trust and loyalty, the latest information only affected China consumer loyalty. Secondly, in the aspect of quality system, website retrieval convenience only affects the Korean consumer loyalty, website accessibility affects only the Korean consumer trust, website security impact on consumer trust and loyalty. Again, in terms of quality of service, ordering convenience China influence consumer loyalty and influence the Korea consumer trust and loyalty; customer service response only affected Korean consumers trust and loyalty, consumer convenience and return effect The final consumer trust has an impact on the loyalty of the Chinese and Korean consumers.

【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

【共引文献】