网站质量对消费者在线购买决策影响研究

发布时间：2018-03-17 23:13

本文选题：网站质量　切入点：消费者初始信任　出处：《辽宁大学》2015年硕士论文　论文类型：学位论文

【摘要】：近些年来,随着电子商务网站的蓬勃发展,消费者的购物方式得到极大的转变,从实体店购物转移到网上购物。不过就在中国电商行业蓬勃发展的时候也遭遇到了很多问题,例如:购物网站提供的产品以次充好、价格欺诈、退换货手续繁琐、电子商务的失信问题等等。这些问题的产生在趋于狂热购物热情的消费者头上浇了一盆冷水,使得消费者对于网络购物市场缺乏信任,进而影响其在线购买决策。电子商务市场发展潜力巨大,必须了解影响消费者初始信任的各种因素,才能影响消费者在线购买决策,进而促进电子商务的发展。而其中最重要的影响因素就是电商网站的网站质量。因此,本文从网站质量的角度出发,以消费者初始信任为中介变量,分析网站质量对消费者初始信任以及消费者在线购买决策的影响。首先,本文回顾了网站质量理论、消费者初始信任理论和消费者在线购买决策理论,根据现有文献并结合国内网购的现实表现,重新准确地定义了电商网站质量,文章将电商网站质量归纳为三种:系统质量、信息质量、服务质量,并挑选了与这三种质量相关的因子一一对应起来。其次,在理论基础上提出假设并构建模型来验证假设,定义了消费者初始信任和消费者在线购买决策,选取了不同的测量维度。本文收集数据的方式以调查问卷为主,在筛选甄别了相关数据后,应用SPSS19.0统计分析工具对有效数据进行了相关研究分析。最终得出结论:系统质量、信息质量以及服务质量对消费者初始信任和消费者在线购买决策有显著的正向影响,消费者初始信任在信息质量与服务质量正向影响消费者在线购买决策中起到中介作用,而在系统质量的正向影响下消费者初始信任并没有起到中介作用。最后,文章得出研究结论,基于研究结论对电商企业未来改进方向提出了建议,并总结了本研究的不足之处,提出了需要进一步研究的方向。
[Abstract]:In recent years, with the rapid development of e-commerce websites, consumers' shopping methods have been greatly changed, from physical shop shopping to online shopping. However, when China's e-commerce industry flourished, it also encountered a lot of problems. For example, the products offered by shopping websites are substandard, price fraud, complicated procedures for returning and exchanging goods, problems in electronic commerce, and so on. These problems have poured cold water on the heads of consumers who tend to be enthusiastic about shopping. It makes consumers lack trust in the online shopping market, and then affects their online purchase decision. The e-commerce market has great development potential, so it is necessary to understand the various factors that affect consumers' initial trust in order to influence consumers' online purchase decision. And then promote the development of e-commerce. The most important factor is the website quality of e-commerce websites. Therefore, this paper takes the initial trust of consumers as the intermediary variable from the point of view of website quality. First of all, this paper reviews the website quality theory, consumer initial trust theory and consumer online purchase decision theory. According to the existing literature and the actual performance of domestic online shopping, the quality of e-commerce website is redefined accurately. The quality of e-commerce website is classified into three types: system quality, information quality and service quality. The factors related to these three kinds of quality are selected to correspond one by one. Secondly, based on the theory, the hypothesis is put forward and a model is constructed to verify the hypothesis, which defines the initial trust of consumers and the online purchase decision of consumers. Different measurement dimensions are selected. The data collected in this paper are mainly collected by questionnaire. After screening and discriminating the relevant data, the effective data are analyzed by SPSS19.0 statistical analysis tool. Finally, the conclusion is drawn: the quality of the system, the quality of the system, the quality of the system, the quality of the system, and the quality of the system. Information quality and service quality have significant positive influence on consumers' initial trust and consumers' online purchase decision. Consumer initial trust plays an intermediary role in information quality and service quality positively affecting consumers' online purchase decision. However, under the positive influence of system quality, the initial trust of consumers does not play an intermediary role. Finally, the paper draws a conclusion, based on the conclusions of the research on the future direction of improvement of e-commerce enterprises, and summarizes the shortcomings of this study. The direction of further research is put forward.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36;F713.55

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