中美消费者对网络零售商伦理感知的比较研究

发布时间：2018-05-21 20:42

本文选题：网络伦理感知 + 文化维度　；参考：《上海外国语大学》2017年硕士论文

【摘要】：近年来随着互联网的发展,越来越多的企业选择利用网络渠道来吸引消费者。但是网购的迅猛发展也带来了一些问题,尤其是在网购过程中出现了一些伦理问题。前人研究发现,消费者对于网络零售商的伦理感知会影响消费者的忠诚度、口碑以及重复购买率等因素,而这些因素对现代企业有着至关重要的作用。由于网络购物有别于传统的线下购物,因此传统的伦理感知理论并不能完全适用于网络伦理感知。目前我国在网络伦理感知方面的研究还处于起步阶段,并且从跨文化角度对这一问题的分析基本处于空白,所以从跨文化角度对消费者关于网络零售商伦理感知的研究就显得至关重要。本文基于Hofstede的文化维度理论和Román的消费者网络零售商伦理感知理论(CPEOR),通过问卷调查,对中美消费者对网络零售商伦理感知的差异进行了研究。本文首先通过修正过的文化维度模型(CVSCALE)检验了中美两国的文化差异,然后利用独立样本t检验,单样本t检验和多变量方差分析来检验了中美文化差异对消费者网络零售商伦理感知影响的假说,结论如下:(1)本文调查的中美文化在集体主义、不确定性规避、权力距离和时间取向上存在着差异,但是和Hofstede的研究相比,差异变小了。(2)中国消费者对于网络零售商伦理四个维度感知的重要性排序为:安全隐私履行非欺诈;美国消费者对于网络零售商伦理四个维度感知的重要性排序为:履行隐私安全非欺诈。(3)受文化差异的影响,中美消费者对于网络零售商的伦理感知中的安全、履行和非欺诈都有着显著的差异。此外,通过实证研究发现消费者的人口统计变量,例如性别等,都会对消费者对网络零售商的伦理感知产生影响。(4)中美消费者对于网络零售商的伦理感知中的隐私也存在一定的差异,但是没有通过显著性检验。这一结果可以通过近年来中美文化差异缩小、以及调查对象主要是18~35岁的年轻人来解释。本研究在学术和实践方面都有着重要意义。一方面,它能够为跨文化研究消费者关于网络零售商伦理的感知提供分析框架;另一方面,它也能够为跨国网络零售提供帮助,帮助网络零售商了解不同文化背景下消费者对于网络零售商伦理感知的差异,从而制定更有效的营销策略。
[Abstract]:In recent years, with the development of Internet, more and more enterprises choose to use network channels to attract consumers. However, the rapid development of online shopping also brings some problems, especially in the process of online shopping there are some ethical problems. Previous studies have found that consumers' ethical perception of online retailers will affect consumer loyalty, word of mouth and repeat purchase rate, and these factors play an important role in modern enterprises. Because the online shopping is different from the traditional offline shopping, the traditional ethics perception theory can not be fully applied to the network ethics perception. At present, the research on network ethics perception in our country is still in the initial stage, and the analysis of this problem from the perspective of cross-culture is basically blank. Therefore, it is very important to study the ethical perception of online retailers from the perspective of cross-culture. Based on Hofstede's theory of cultural dimension and Rom 谩 n's theory of consumer online retailer's ethical perception, this paper studies the difference between Chinese and American consumers' perception of online retailer's ethics by questionnaire survey. In this paper, we first test the cultural differences between China and the United States by using the modified cultural dimension model (CVSCALEE), and then use the independent sample t-test. Single sample t test and multivariate analysis of variance are used to test the hypothesis that Chinese and American cultural differences affect consumer online retailers' ethical perception. The conclusions are as follows: 1) the Chinese and American cultures are collectivism, uncertainty avoidance, and so on. There are differences in power distance and time orientation, but the difference is smaller than that of Hofstede.) the importance of Chinese consumers' perception of online retailer ethics is listed as follows: security and privacy performance is non-fraud; The importance of American consumers' perception of online retailers' ethics is ranked as follows: privacy security is not fraudulent) influenced by cultural differences, and Chinese and American consumers' safety in online retailers' ethical perception. There are significant differences between performance and non-fraud. In addition, empirical studies have found demographic variables of consumers, such as gender, Chinese and American consumers also have some differences in the ethical perception of online retailers, but they have not passed the significance test. The results can be explained by the narrowing of cultural differences between China and the United States in recent years, and by 1835-year-olds. This study is of great significance in both academic and practical aspects. On the one hand, it can provide an analytical framework for cross-cultural research on consumers' perception of online retailers' ethics; on the other hand, it can also help transnational online retailing. It helps online retailers understand the differences of consumers' perception of online retailers' ethics in different cultural backgrounds, so as to formulate more effective marketing strategies.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F713.36

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