跨境电商平台（B2C）在线购物体验对消费者重复购买的影响研究

发布时间：2018-01-21 16:31

本文关键词： 跨境电商在线购物体验顾客信任重复购买意愿　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：2014年被很多跨境电商行业的人认为是跨境进口电商(以下简称跨境电商)的元年。自这一年开始,国内消费者不断升级的消费需求推动着跨境电商消费市场爆发性增长。许多互联网企业涌入该行业,纷纷建立了 B2C跨境电商平台,以求能够在这一片"蓝海"中分得一块蛋糕。但学术界关于跨境电商B2C平台的研究却少之又少,对于消费者的在线购物体验与其重复购买意愿的关系研究更是缺乏,因此探讨跨境电商B2C平台这两个变量之间的关系具有深刻的现实和理论意义。本文首先对国内外相关文献进行了整理与分析,在顾客体验理论方面对由顾客体验发展而来的在线购物体验变量进行了深入分析并将其作为自变量,采取Schimitt(1999)的五维度划分,其次对电子商务环境下的消费者信任和重复购买意愿的相关研究予以了深入剖析,分别将其作为中介变量和因变量。在文献分析的基础上,梳理了在线购物体验-顾客信任-重复购买意愿的研究关系,构建出本文的模型。在小规模访谈和问卷的预测试之后,确定了本文的正式问卷并进行纸质与网络问卷的发放与收集,获得研究所需的502份样本数据。在统计软件SPSS17.0中将这些数据应用于模型及假设的检验以及背景变量的分析中。本文经过实证研究得出:(1)在线购物体验的维度中除了感官体验之外的四个维度,即情感、思维、行动和关联体验对顾客信任存在不同程度的正向影响;(2)这四个维度对重复购买意愿同样存在不同程度的促进作用;(3)顾客信任在这四个维度到重复购买意愿的关系中存在中介作用,其中对于前两个维度来说,顾客信任发挥了部分中介效应,而对于后两个维度来说,则是完全中介效应。在此基础上,本文依据实证结论为跨境电商B2C平台的实践应用提出了一些对策与建议:(1)以关联体验为关键点,注重消费者的互动与归属感;(2)以行动体验为重点,优化消费者的购物流程;(3)以思维体验为切入点,引发消费者的新奇与思考;(4)以情感体验为出发点,打造消费者的忘我世界;(5)对消费者的感官体验要重视但无需追求极致。最后分析了本文存在的不足和未来的研究展望。
[Abstract]:2014 is considered by many people in the cross-border e-commerce industry as the first year of cross-border import e-commerce (hereinafter referred to as cross-border e-commerce). Rising consumer demand from domestic consumers is driving the explosive growth of cross-border e-commerce consumer market. Many Internet companies have poured into the industry and established B2C cross-border e-commerce platform. In order to be able to get a piece of cake in this "blue sea", but the academic research on cross-border e-commerce B2C platform is very little. There is a lack of research on the relationship between consumers' online shopping experience and their willingness to buy repeatedly. Therefore, it has profound practical and theoretical significance to explore the relationship between these two variables. Firstly, this paper collates and analyzes the relevant literature at home and abroad. In the aspect of customer experience theory, the online shopping experience variables developed from customer experience are deeply analyzed and regarded as independent variables, which are divided into five dimensions by Schimitt1999). Secondly, the research on consumer trust and repeated purchase will under the environment of electronic commerce is deeply analyzed, which is regarded as intermediary variable and dependent variable respectively. Based on the literature analysis. Combing the relationship between online shopping experience, customer trust and repeated purchase intention, this paper constructs the model of this paper, after small-scale interviews and questionnaire prediction test. This paper determines the formal questionnaire and carries on the paper and the network questionnaire distribution and the collection. The data are applied to the test of models and hypotheses and the analysis of background variables in the statistical software SPSS17.0. 1) in the dimension of online shopping experience, there are four dimensions except sensory experience. That is, emotion, thinking, action and related experience have different positive effects on customer trust. 2) these four dimensions also have different promoting effects on the repeated purchase intention; Customer trust plays an intermediary role in the relationship between the four dimensions and the repeated purchase intention. For the first two dimensions, customer trust plays a part of the intermediary effect, while for the latter two dimensions. Based on the empirical results, this paper puts forward some countermeasures and suggestions for the practical application of cross-border e-commerce B2C platform. Pay attention to the consumer's interaction and sense of belonging; (2) to optimize the shopping process of consumers by focusing on the experience of action; (3) taking the experience of thinking as the starting point, which leads to the novelty and thinking of consumers; 4) take the emotion experience as the starting point, creates the consumer's selfless world; 5) We should pay attention to the sensory experience of consumers but do not need to pursue the extreme. Finally, this paper analyzes the shortcomings of this paper and the future research prospects.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F125

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