消费者网购收货方式影响因素的实证研究

发布时间：2018-02-23 20:18

本文关键词： 卖家信誉网络口碑主观规范卖家承诺感知商品价值信任消费者满意度　出处：《中国科学技术大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网的发展以及计算机技术的进步,越来越多的消费者开始了网络购物。然而,在网络购物飞速发展的同时,也存在着在线支付、在线安全以及物流服务的问题。如今前面两个问题已得到了改善,但物流服务存在的问题还未得到很好的解决,特别是消费者与快递员关于收货方式的纠纷,显得尤为突出,极大地影响了消费者网购的满意度,阻碍了网络购物的进—步发展。本文根据电子商务和物流方面的大量文献以及相关的访谈结果,首先发掘出了影响消费者收货方式选择的因素包含卖家、消费者、物流公司三个方面。从卖家角度提炼出卖家信誉、网络口碑、卖家承诺三个变量；从消费者角度提出了主观规范、感知商品价值两个变量；从物流公司角度提出了消费者对物流公司的信任—个变量。其次,提出了研究假设并构建了理论模型。最后发放问卷取得第一手数据,运用SPSS统计分析软件对收集到的数据进行了数据分析。数据分析结果表明：1)网络口碑在性别上有显著性差异；卖家信誉在年龄上有显著性差异；对物流公司的信任在可支配月收入上有显著性差异。2)卖家信誉、网络口碑、主观规范、卖家承诺、感知商品价值、对物流公司的信任显著影响着消费者收货方式选择,其影响力由大到小依次是感知商品价值、对物流公司的信任、主观规范、卖家承诺、卖家信誉、网络口碑。3)消费者收货方式显著影响消费者满意度。根据得到的研究结论,本文对网络卖家和物流公司给出了相应的建议。同时本文也指出了研究中的不足之处以及未来的研究方向。
[Abstract]:With the development of the Internet and the progress of computer technology, more and more consumers start shopping online. However, with the rapid development of online shopping, there is also online payment. The problems of online security and logistics services. Now the first two problems have been improved, but the problems existing in logistics services have not been solved very well, especially the disputes between consumers and couriers on how to receive goods. It greatly affects the satisfaction of consumers online shopping and hinders the further development of online shopping. According to a large number of documents on e-commerce and logistics and related interview results, First of all, found out the factors that affect the choice of the way consumers receive goods, including sellers, consumers, logistics companies. From the perspective of sellers to extract the seller's reputation, network word of mouth, seller commitment three variables; From the perspective of consumers, this paper puts forward two variables: subjective norms and perceived value of goods; from the perspective of logistics companies, puts forward consumer trust in logistics companies-a variable. Secondly, Put forward the research hypothesis and construct the theoretical model. Finally, the questionnaire is issued to obtain first-hand data. The data collected were analyzed by using SPSS software. The results showed that there were significant differences in the gender of online word-of-mouth, the reputation of sellers in age, and the difference in age in the reputation of sellers. Trust in logistics company has significant difference in disposable monthly income. 2) reputation of seller, network word-of-mouth, subjective norm, seller's commitment, perceived commodity value, trust in logistics company significantly affect consumer's choice of receiving goods. The order of influence from big to small is perceived commodity value, trust in logistics company, subjective norm, seller's commitment, seller's reputation, online word of mouth. 3) Consumer satisfaction is significantly affected by the way consumers receive goods. This paper gives the corresponding suggestions to network sellers and logistics companies, and also points out the shortcomings of the research and the future research direction.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F259.2

【参考文献】