电子服务质量对消费者在线冲动购买意愿影响研究

发布时间：2018-01-26 20:43

本文关键词： 在线冲动购买意愿电子服务质量感知价值预期后悔　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的迅速发展和互联网的广泛普及,网购购物已经成为消费者购买商品的重要选择。在消费者的购买行为中,冲动购买占据了相当大的比例,且商家也一直致力于促进消费者冲动购买的产生。学者们关于消费者冲动购买影响因素的研究重点从最初的产品因素研究逐渐转向消费者个人特质研究,再发展至营销因素等外部影响因素的研究,其中电子服务质量的重要影响逐渐得到关注。本研究探讨了电子服务质量的各个维度对消费者在线冲动购买意愿的影响,并为商家提供营销管理的对策。因此,本次研究具有一定的理论意义与现实意义。本文首先对冲动购买、电子服务质量、感知价值和预期后悔的相关研究成果进行文献综述,并在此基础上提出了本文的研究思路。以SOR理论和冲动购买整合模型为理论基础,构建本文的研究模型。本研究以电子服务质量为自变量,以感知价值为中介变量,并引入了预期后悔作为调节变量,重点考察了电子服务质量、感知价值与消费者在线冲动购买意愿的关系。最终共收回有效样本394份,运用SPSS21.0和Amos21.0软件对数据进行处理和分析,来验证本文的研究假设。实证研究结果表明:(1)电子服务质量的不同维度对消费者在线冲动购买意愿的影响不同,可靠性、个性化对消费者在线冲动购买意愿具有正向影响;(2)电子服务质量的三个维度可靠性、响应性、个性化均正向影响消费者感知价值;(3)感知价值对消费者在线冲动购买意愿具有正向影响;(4)感知价值在电子服务质量与在线冲动购买意愿之间起到中介作用;(5)预期后悔(行动/不行动)对感知价值与冲动购买意愿之间关系的调节作用不显著。基于以上结论,对如何促进消费者冲动购买意愿的产生为商家提供了建议。最后,提出本次研究中的不足及对未来进一步研究的展望。
[Abstract]:With the rapid development of China's economy and the wide spread of the Internet, shopping online has become an important choice for consumers to buy goods. And merchants have been committed to promote the generation of consumer impulse buying. Scholars on the impact of consumer impulse buying factors from the initial product factors to the consumer individual characteristics. Further development to marketing factors and other external factors. Among them, the important influence of electronic service quality has gradually been concerned. This study discusses the impact of each dimension of electronic service quality on consumers' online impulse purchase willingness, and provides marketing management countermeasures for merchants. This study has some theoretical and practical significance. Firstly, this paper reviews the related research results of impulse purchase, electronic service quality, perceived value and expected regret. Based on the SOR theory and the impulse purchase integration model, the research model of this paper is constructed. The quality of electronic service is the independent variable in this study. With perceived value as the intermediary variable and expected regret as the regulating variable, the quality of electronic service is investigated. The relationship between perceived value and consumers' online impulse purchase intention. Finally, 394 valid samples were collected, and the data were processed and analyzed using SPSS21.0 and Amos21.0 software. Empirical results show that different dimensions of electronic service quality have different effects on consumers' online impulse purchase willingness and reliability. Personalization has a positive effect on consumers' online impulse purchase intention; 2) the reliability, responsiveness and personalization of the three dimensions of electronic service quality positively affect the perceived value of consumers; 3) perceived value has a positive effect on consumers' online impulse purchase intention; (4) perceived value plays an intermediary role between electronic service quality and online impulse purchase intention; 5) the effect of expected regret (action / inaction) on the relationship between perceived value and impulse purchase intention is not significant. Finally, the paper puts forward some suggestions on how to promote the generation of consumers' impulse purchase intention. Finally, the paper puts forward the shortcomings of this study and the prospect of further research in the future.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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