三方信息对消费者网络商店选择意向和行为的影响分析

发布时间：2018-05-21 10:11

本文选题：三方信息 + 信息不对称　；参考：《安徽财经大学》2015年硕士论文

【摘要】：2015年第35次中国互联网发展状况统计报告显示:截至2014年底,我国网络购物用户规模达3.61亿,较2013年上涨了19.7%;全国开展在线销售的企业比例达24.7%。买卖双方规模的不断扩大促进了网购市场的繁荣,并且随着“互联网+”概念的提出,会有越来越多的实体经济融入虚拟经营的氛围中加剧竞争,手机购物APP的设计便是抢夺市场份额的一种手段。网络购物市场所涵盖的产品类别越来越丰富,销售同类商品的网络店铺也越来越多,广大消费者如何在众多备选中做出正确选择就需要依靠网络商店中披露的信息。很多学者研究了商店形象、产品属性和网络口碑对消费者购买意愿和行为的影响,但基于信号理论,从网店实际披露的信号出发研究其对消费者网络商店选择意向和选择行为影响的较少。网店披露的信息按其来源和反映层面的不同分为三个方面:店铺信息、产品信息和消费者评价信息。本文主要利用实验法研究三方信息对选择意向和选择行为的影响,并考虑信息不对称性和信息可靠性的调节效应。网店披露的信号种类繁多、水平不一,每一方信息均由多种信号共同反映,信号水平的不同组合会给消费者带来不同的感知。本文研究一中利用联合分析方法确定单个信号对消费者选择偏好的贡献率及不同信号水平的效用值,并选取三方信号中的代表信号设定三方信息的高低水平,再进行研究二,探究三方信息整体对选择意向和选择行为的影响。研究一发现店铺信息中卖家好评率、月销量和卖家信誉对消费者选择偏好的贡献率较大;产品信息中的价格和品牌对消费者选择偏好的贡献率较大;消费者评价信息的方向和类型是消费者选择网店时最为在意的两类信号。研究二发现三方信息均显著正向影响消费者的选择意向和选择行为,且三方信息的综合影响大于店铺信息和评价信息的共同影响大于评价信息的个别影响。信息不对称性和信息可靠性对三方信息与选择意向之间的关系具有显著的调节效应,信息不对称性只对店铺信息、产品信息与选择行为之间的关系产生有中介的调节效应,信息可靠性只对评价信息与选择行为之间的关系产生有中介的调节效应。研究结论表明网店披露的信息对消费者的选择决策很有引导意义,网店卖家应该注重信息的披露,尤其是消费者决策时参考价值较大的信号,但信号总是组合起来共同发生作用,提升信号水平要注意信号组合综合影响的变化。消费者掌握的有关网店和产品的信息是有限的,所以更多地去依赖网店实际披露的信息来做决策,而信息的可靠性是消费者决定是否采纳相关信息的关键,因此网店披露的信息必须详实可靠。本文的最后部分论述了研究的局限以及未来研究方向。
[Abstract]:By the end of 2014, the number of online shopping users in China had reached 361 million, up 19.775 percent from 2013, and the proportion of enterprises selling online reached 24.7percent, according to the 35th China Internet Development Statistics report in 2015. The continuous expansion of the scale of the buyers and sellers has promoted the prosperity of the online shopping market, and with the introduction of the concept of "Internet", more and more real economy will become more competitive in the atmosphere of virtual operation. The design of mobile phone shopping APP is a means of grabbing market share. The online shopping market covers more and more kinds of products, and more online stores are selling the same kind of goods. How to make the right choice among the many options needs to rely on the information disclosed in the online store. Many scholars have studied the effects of store image, product attributes and online word of mouth on consumers' willingness and behavior to buy, but based on signal theory, Based on the actual disclosure signals of online stores, it has less influence on the choice intention and choice behavior of online stores. The information disclosed by online stores is divided into three aspects according to their sources and levels of reflection: store information, product information and consumer evaluation information. In this paper, we mainly use the experimental method to study the influence of tripartite information on the choice intention and behavior, and consider the adjustment effect of information asymmetry and information reliability. The information of each party is reflected by a variety of signals. Different combinations of signal levels will bring different perceptions to consumers. In this paper, we use the method of joint analysis to determine the contribution rate of single signal to consumer preference and the utility value of different signal level, and select the representative signal in tripartite signal to set the level of tripartite information. Explore the influence of the tripartite information on the choice intention and behavior. The first study found that the favorable rate of seller in store information, monthly sales volume and seller's reputation contribution rate to consumer's choice preference, the price in product information and brand's contribution rate to consumer's choice preference are bigger; The direction and type of consumer evaluation information are the two most important signals when consumers choose online stores. In the second study, it was found that the tripartite information had a significant positive effect on the consumer's choice intention and behavior, and the combined influence of the tripartite information was greater than that of the store information and the evaluation information, which was greater than the individual impact of the evaluation information. Information asymmetry and information reliability have significant adjustment effect on the relationship between tripartite information and choice intention, information asymmetry only has mediating effect on store information, product information and choice behavior. Information reliability only has mediating effect on the relationship between evaluation information and choice behavior. The research results show that the information disclosed by online stores is of great guiding significance for consumers to choose and make decisions. Sellers of online stores should pay attention to the disclosure of information, especially the signals of greater reference value when consumers make decisions. However, the signal is always combined to work together, so to raise the signal level, we should pay attention to the change of the integrated effect of the signal combination. Consumers have limited information about online stores and products, so they rely more on the information actually disclosed by online stores to make decisions, and the reliability of information is the key for consumers to decide whether to adopt relevant information. So the information that the net inn discloses must be detailed and reliable. The last part of this paper discusses the limitations of the research and the future research direction.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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