中蒙消费者网上购物行为影响因素比较研究

发布时间：2018-06-15 04:07

本文选题：消费者行为 + 网上购物　；参考：《浙江大学》2015年硕士论文

【摘要】：本文首先通过文献综述,梳理了消费者行为、技术接受模型、消费者感知价值与购买意愿理论之间的关系,在上述理论的基础上提出蒙古国网络购物特征,构建了影响网上购物消费者行为影响因素模型、并提出假设。实证研究部份,首先本文通过具有网上购物经验的蒙古国消费者及相关部分学者访谈,结合文献回顾以关键,提取了测量问项,设计了调查问卷并在中蒙两国大规模发放进行调查,最后运用SPSS18.0软件对问卷调查结果进行统计分析。通过实证分析,本文有如下几个重要的研究结论：产品质量、服务质量、感知易用性、感知有用性、感知风险对网上购物消费者购买意向上存在显著影响。中蒙两国不同背景特征的消费者在感知有用性、感知易用性、感知风险及购买意向上有显著差异。中国不同教育程度、住所、每天上网时间的消费者在感知有用性上有显著差异。中国不同性别、年龄、收入、每天上网时间的消费者在感知易用性上有显著差异。中国不同收入的消费者在感知风险上有显著差异。中国不同年龄、收入、每天上网时间的消费者在购买意向上有显著差异。而蒙古国不同性别、年龄、教育程度、收入的消费者在感知有用性上有显著差异。蒙古国不同年龄、收入、每天上网时间的消费者在感知易用性上有显著差异。蒙古国不同性别、教育程度的消费者在感知风险上有显著差异。蒙古国不同性别、年龄、教育程度、住所、收入、每天上网时间、接触网络时间的消费者在购买意向上有显著差异。这些研究结论为蒙古国电子商务发展提供了一定的借鉴和指导作用。文章最后,对本研究从整体上进行总结,指出了研究的局限,以及对未来研究进行了展望。
[Abstract]:This paper firstly combs the relationship between consumer behavior, technology acceptance model, consumer perceived value and purchase intention theory through literature review, and puts forward the characteristics of Mongolian online shopping on the basis of the above theory. This paper constructs a model of influencing factors of online shopping consumer behavior, and puts forward assumptions. In the part of empirical research, first of all, through the interviews of Mongolian consumers with online shopping experience and some related scholars, combined with the review of literature, we extracted the measurement questions. The questionnaire was designed and distributed in China and Mongolia on a large scale. Finally, SPSS 18.0 software was used to analyze the results of the questionnaire. Through empirical analysis, this paper has the following important conclusions: product quality, service quality, perceived usability, perceived usefulness, perceived risk have significant impact on the purchase intention of online shopping consumers. There are significant differences in perceived usefulness, perceived usability, perceived risk and purchase intention between Chinese and Mongolian consumers with different backgrounds. There are significant differences in perceived usefulness among Chinese consumers with different educational level, residence and time on the Internet. There are significant differences in perceived ease of use among Chinese consumers by gender, age, income, and time spent online every day. There are significant differences in perceived risk among Chinese consumers with different incomes. There are significant differences in purchase intention among Chinese consumers of different age, income and time online every day. Mongolian consumers with different gender, age, education and income have significant differences in perceived usefulness. There are significant differences in perceived usability among Mongolian consumers of different ages, income and time online. Mongolian consumers with different genders and educational levels have significant differences in perceived risk. In Mongolia, there are significant differences in purchase intention among different gender, age, educational level, residence, income, daily Internet time and contact time. These conclusions provide some reference and guidance for the development of E-commerce in Mongolia. Finally, the paper summarizes the whole research, points out the limitations of the research, and looks forward to the future research.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F713.36

【参考文献】