中泰大学生网络购物行为比较研究
发布时间：2018-07-29 10:45
【摘要】：21世纪互联网技术的发展给人们的日常生活带来了巨大的影响,人们的行为方式有了新的时代特征。近年来电子商务借助先进的互联网科学技术得到迅猛发展,网购已成为了大众化消费模式,任何普通群体都能利用网络平台很便捷的享受网购服务。近年来中国的网购规模日益增大,网购用户越来越多,网购人群结构越来越多样,网购商品也越来越丰富。网络提供了一个新型的消费平台,改变了人们传统的单一购物模式,让消费市场产生了新的形式和活力。同时许多企业和零售商贩把目标市场也定位到了电子商务的平台,通过互联网技术这一沟通桥梁,帮助他们直面的和消费者进行交易,不仅有效节省了显性成本和时间成本,也减去了像开实体店那样繁琐的审批手续。中国和泰国地域相邻,各方联系也日益密切,中国互联网技术的发展步伐明显高于泰国,电子商务这一新兴领域得到不断发展,在第三产业的经济增长中占据了重要地位。由此也让泰国开始逐渐重视这一新兴消费领域,数据显示近年来泰国的网购市场规模日趋扩大,网购商品也变得丰富多样,但是在技术平台的建设方面还显得不足。鉴于这一新兴消费市场的成熟发展对泰国经济总体的促进明显,泰国中央政府也开始高度重视来推进这一平台领域的建设,消费是经济增长“三驾马车”中的重要一支,促进内需能有效发挥其推动经济发展的作用。此外,在对比两国电子商务领域发展现状基础上,分析消费群体的行为特征对把握电子商务的未来走向有很好的指导作用。在本文写作前期笔者阅读了大量关于研究大学生消费行为的文献资料,对大学生网购消费这一新兴领域也逐渐成为众多学者关注的焦点,过去多以市场营销学、社会心理学为研究视角,围绕大学生的个性特征、追求时尚的心态,通过迎合他们的需求为导向来给商品经营者提出对策建议。本文在总结前人丰富的理论研究基础上,采用理论结合实证,通过量化大学生网购行为的影响因素,来探究他们对网购这一消费模式的认知程度,以期预测网购未来的发展趋势。本文选取大学生群体为网购研究样本,基于两国大学生不同的消费行为特征进行比较研究,通过查阅相关文献,了解中、泰大学生消费文化观念,设计调查问卷,了解影响他们对网购的看法和选择,把影响网购的行为因素分为购物动机、购物环境、购物问题等几大类,归集影响他们网购的各因素维度,再对收集到的数据整合分析并归纳总结,定量探究最显著影响两国大学生网购行为的因素是什么?他们网购时遇到的问题是什么?最后归因分析并得出相关结论和建议,本文认为中、泰网店经营者必须以大学生时代特性为认识,基于对方的诉求去满足个性化的需要。同时中、泰两国政府必须有效加强监管,规范行业经营行为,在网络安全运营上加大技术投入,提供一个安全可靠的消费环境,才能使网络消费这一平台得到大众认可,为电子商务持续发展提供保障。
[Abstract]:In twenty-first Century, the development of Internet technology has brought great influence on people's daily life. People's behavior has a new characteristic of the times. In recent years, electronic commerce has developed rapidly with the help of advanced Internet Science and technology. Online shopping has become a popular consumption pattern, and any common group can make use of the network platform very easily. Enjoy online shopping services. In recent years, the scale of online shopping in China is increasing, the number of online shopping users is increasing, the structure of online shopping is becoming more and more diverse and the online shopping is becoming more and more rich. The network provides a new type of consumer platform, changing the traditional single shopping model, making the consumer market new form and vitality. At the same time, many enterprises have made a new form and vitality. Industry and retail traders are also positioning the target market to the platform of e-commerce. Through the communication bridge of Internet technology, it helps them to trade directly with consumers, not only effectively saves the explicit cost and time cost, but also subtracts the tedious examination and approval procedures like the open entity store. China and Thailand region are adjacent to each other. The pace of the development of Internet technology in China is obviously higher than that of Thailand. The emerging field of electronic commerce has been continuously developed and occupies an important position in the economic growth of the third industry. Thus, Thailand has begun to pay more attention to this emerging field of consumption. The data show that the size of the online shopping market in Thailand is expanding in recent years. In view of the rapid development of this new consumer market, the central government of Thailand has begun to attach great importance to the construction of this platform. Consumption is an important part of the "three carriages" of economic growth, as the central government of Thailand has begun to attach great importance to the construction of this platform. In addition, on the basis of comparing the current situation of the development of e-commerce in the two countries, the analysis of the behavior characteristics of the consumer groups has a good guiding role to grasp the future trend of e-commerce. In the early stage of this paper, I read a lot of articles about the study of College Students' consumption behavior. The new field of online shopping and consumption for college students has gradually become the focus of attention of many scholars. In the past, the research on marketing and social psychology was the research perspective, and the personality characteristics of college students and the pursuit of fashion mentality were put forward. On the basis of the rich theoretical research of the predecessors, we use the theory of combining theory with empirical analysis to quantify the influence factors of online shopping behavior of college students, to explore their cognition of the consumption pattern of online shopping, in order to predict the future trend of online shopping. For the characteristics of the comparative study, through consulting the relevant literature, to understand the concept of consumption culture of Thai college students, design questionnaires, understand the impact of their views and choices on online shopping, and classify the factors affecting online shopping into shopping motivation, shopping environment, shopping problems, and other factors affecting their online shopping factors, and then the collection of the factors. What are the most significant factors that affect the online shopping behavior of college students in the two countries? What are the problems they have encountered when they buy online shopping? The final attribution analysis and the relevant conclusions and suggestions. At the same time, the government of the two countries must effectively strengthen the supervision, standardize the operation of the industry, increase the technical input in the network security operation, and provide a safe and reliable consumption environment, so that the network consumption platform can be recognized by the public and provide the guarantee for the continuous development of e-commerce.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55
[Abstract]:In twenty-first Century, the development of Internet technology has brought great influence on people's daily life. People's behavior has a new characteristic of the times. In recent years, electronic commerce has developed rapidly with the help of advanced Internet Science and technology. Online shopping has become a popular consumption pattern, and any common group can make use of the network platform very easily. Enjoy online shopping services. In recent years, the scale of online shopping in China is increasing, the number of online shopping users is increasing, the structure of online shopping is becoming more and more diverse and the online shopping is becoming more and more rich. The network provides a new type of consumer platform, changing the traditional single shopping model, making the consumer market new form and vitality. At the same time, many enterprises have made a new form and vitality. Industry and retail traders are also positioning the target market to the platform of e-commerce. Through the communication bridge of Internet technology, it helps them to trade directly with consumers, not only effectively saves the explicit cost and time cost, but also subtracts the tedious examination and approval procedures like the open entity store. China and Thailand region are adjacent to each other. The pace of the development of Internet technology in China is obviously higher than that of Thailand. The emerging field of electronic commerce has been continuously developed and occupies an important position in the economic growth of the third industry. Thus, Thailand has begun to pay more attention to this emerging field of consumption. The data show that the size of the online shopping market in Thailand is expanding in recent years. In view of the rapid development of this new consumer market, the central government of Thailand has begun to attach great importance to the construction of this platform. Consumption is an important part of the "three carriages" of economic growth, as the central government of Thailand has begun to attach great importance to the construction of this platform. In addition, on the basis of comparing the current situation of the development of e-commerce in the two countries, the analysis of the behavior characteristics of the consumer groups has a good guiding role to grasp the future trend of e-commerce. In the early stage of this paper, I read a lot of articles about the study of College Students' consumption behavior. The new field of online shopping and consumption for college students has gradually become the focus of attention of many scholars. In the past, the research on marketing and social psychology was the research perspective, and the personality characteristics of college students and the pursuit of fashion mentality were put forward. On the basis of the rich theoretical research of the predecessors, we use the theory of combining theory with empirical analysis to quantify the influence factors of online shopping behavior of college students, to explore their cognition of the consumption pattern of online shopping, in order to predict the future trend of online shopping. For the characteristics of the comparative study, through consulting the relevant literature, to understand the concept of consumption culture of Thai college students, design questionnaires, understand the impact of their views and choices on online shopping, and classify the factors affecting online shopping into shopping motivation, shopping environment, shopping problems, and other factors affecting their online shopping factors, and then the collection of the factors. What are the most significant factors that affect the online shopping behavior of college students in the two countries? What are the problems they have encountered when they buy online shopping? The final attribution analysis and the relevant conclusions and suggestions. At the same time, the government of the two countries must effectively strengthen the supervision, standardize the operation of the industry, increase the technical input in the network security operation, and provide a safe and reliable consumption environment, so that the network consumption platform can be recognized by the public and provide the guarantee for the continuous development of e-commerce.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55
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