移动网络购物体验对消费者购买意愿的影响研究

发布时间：2018-07-06 11:53

本文选题：移动网络购物体验 + 体验价值　；参考：《华南理工大学》2015年硕士论文

【摘要】：随着在体验经济这个大背景下互联网的飞速发展和智能手机的不断普及,人们越来越重视在购买商品和享受服务过程中的体验,购物体验对消费者购买意愿的影响越来越重要,另外消费者从体验过程中收获的体验价值也是影响顾客行为意愿的主要因素。而目前的研究中对移动网络购物体验与体验价值、信任、消费者行为意愿之间的关系理论研究还存在不足。本文将从体验价值的作用入手,深层次的探索消费者移动网络购物体验对顾客行为意愿的影响机制。本文首先是通过详尽的文献回顾对消费者体验、体验价值、信任以及消费者行为意愿的概念和测量维度进行界定,最终将移动网络购物体验划分为感官体验、实用体验、认知体验以及关联体验四个体验维度,同时通过对已有的变量关系研究的理论推导提出移动网络购物体验影响消费者行为意愿的理论模型和相关研究假设。同时结合专家访谈、消费者预调研以及预测试的结果对量表进行了修正,最终得出了相关变量的量表。最后,利用SPSS软件对通过问卷调研采集到的调研数据进行了分析,并根据统计分析的结果对本文的理论研究模型和相关假设进行了检验。根据本研究的模型构建和实证分析,结合当前的购物环境和未来移动网络购物趋势,进行探讨移动网络购物体验通过体验价值和消费者信任对消费者购买意愿的影响机制,以期对于企业如何有针对性的提升消费者移动网络购物体验,抢占未来移动网络购物市场,提高顾客的购买意愿提供一些借鉴意义。
[Abstract]:With the rapid development of the Internet and the popularity of smartphones under the background of experience economy, people pay more and more attention to the experience in the process of purchasing goods and enjoying services. The influence of shopping experience on consumers' willingness to buy is becoming more and more important. In addition, the experience value gained by consumers from the experience process is also the main factor affecting customer behavior intention. However, the current research on the relationship between mobile online shopping experience and experience value, trust, consumer behavior is still insufficient. Starting with the effect of experience value, this paper explores the influence mechanism of consumer mobile online shopping experience on customer behavior will be deeply explored. In this paper, the concept and measurement dimension of consumer experience, experience value, trust and consumer behavior will be defined through detailed literature review, and finally the mobile online shopping experience will be divided into sensory experience and practical experience. Cognitive experience and related experience are four dimensions of experience. At the same time, through the theoretical derivation of the existing research on the relationship between variables, the theoretical model and related research hypotheses of mobile online shopping experience affecting consumer behavior will be proposed. At the same time, combined with expert interview, consumer pre-survey and pre-test results, the scale was revised, and finally the scale of relevant variables was obtained. Finally, the research data collected by questionnaire are analyzed by SPSS software, and the theoretical research model and related hypotheses are tested according to the results of statistical analysis. According to the model construction and empirical analysis of this study, combined with the current shopping environment and the future trend of mobile online shopping, this paper discusses the influence mechanism of mobile online shopping experience on consumers' willingness to buy through experience value and consumer trust. In order to provide some reference significance for enterprises how to improve the consumer mobile online shopping experience, seize the future mobile online shopping market, and improve customers' willingness to purchase.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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