基于TAM的网购满意度模型构建和实证研究

发布时间：2018-04-17 14:24

本文选题：网络购物 + 结构方程模型　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：随着网购交易平台的发展壮大,网购市场潜力逐渐被各运营商开发出来。消费者的网购交易额所占消费品零售总额的的比重越来越高。网购时代是消费者主宰的时代,电子商务要实现可持续发展的目标,重要着力点是提升网购满意度,吸引大批用户进入网购深度消费。顾客既是商品的购买者又是信息技术的使用者,网购交易系统会影响顾客的购物态度和消费行为,因此,针对网购顾客满意度的问题进行理论和实证的深入研究。通过借鉴技术接受模型的思想构建网购顾客满意度型,建立一个新的指标体系来测评顾客满意度,具有重大的理论意义和现实价值。通过分析经典的顾客满意度模型和技术接受模型,阐明这两种模型的的特点,在此基础上选取了影响网购满意度的五个变量,包括:顾客期望、感知风险、感知质量、感知有用性以及感知易用性,并构建网购满意度模型以及提出相应的假设;运用问卷调查获取数据,运用ANOVA分析性别和学历等外部变量对本研究的影响,并用SEM方法进行模型拟合优度和路径系数检验以及用多元回归分析检验感知价值的中介作用。实证结果表明,感知质量是影响顾客满意度的最大直接因素,并且可通过感知价值的中介作用间接影响顾客满意度,感知价值、感知有用性以及感知质量均能显著影响顾客满意度,顾客期望对顾客满意度有显著的负向影响,感知易用性和感知风险对顾客满意度的影响不显著。此研究结果对电商平台具有建设性的作用。
[Abstract]:With the development of online shopping platform, the potential of online shopping market has been gradually developed by operators.The share of consumer online shopping volume in the total retail sales of consumer goods is getting higher and higher.The era of online shopping is dominated by consumers. In order to achieve the goal of sustainable development, the important focus of e-commerce is to enhance the satisfaction of online shopping and attract a large number of users into the depth of consumption.Customers are not only buyers of commodities but also users of information technology. The online purchase transaction system will affect the shopping attitude and consumption behavior of customers. Therefore, the theoretical and empirical research on customer satisfaction is carried out.It is of great theoretical significance and practical value to establish a new index system to evaluate customer satisfaction by using the thought of technology acceptance model for reference to construct the customer satisfaction type of online shopping.By analyzing the classical customer satisfaction model and the technical acceptance model, this paper clarifies the characteristics of these two models, and then selects five variables that affect the satisfaction degree of online shopping, including customer expectation, perceived risk, perceived quality.Perception of usefulness and ease of use, and build online shopping satisfaction model and put forward the corresponding assumptions; using questionnaires to obtain data, using ANOVA to analyze the impact of gender and education and other external variables on this study.SEM method was used to test the model goodness of fit and path coefficient, and multiple regression analysis was used to test the mediating effect of perceived value.The empirical results show that perceived quality is the biggest direct factor affecting customer satisfaction and can indirectly affect customer satisfaction and perceived value through the intermediary of perceived value.Perceived usefulness and perceived quality can significantly affect customer satisfaction, customer expectations have a significant negative impact on customer satisfaction, perceived ease of use and perceived risk have no significant impact on customer satisfaction.The results of this study are constructive to the e-commerce platform.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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