考虑卷入度及网站声誉的购物网站选择意愿研究

发布时间：2018-08-25 14:12

【摘要】：作为一种新的购物模式,网络购物随着互联网的发展日渐普及。电商网站也随之发展起来,这一方面极大丰富了网购商品的品种,增加了消费者选择的机会,另一方面也使得彼此之间的竞争更加激烈,时刻面临着被淘汰的危险。在激烈的竞争中如何赢得更多消费者的青睐是每一个电商网站所关心的问题。本文试图通过对消费者购物网站选择意愿的研究,了解其影响因素及影响机制,从而为电商网站有针对的性的改善自身以赢得更多消费者提供一点参考。总结已有研究成果,基于消费者感知,本文从商品及购物网站两个方面考虑,建立以感知价值为中介变量,感知产品质量、感知网站质量、感知产品成本和感知网站风险为自变量,认知卷入度、情感卷入度及网站声誉为调节变量的消费者购物网站选择意愿模型并提出相应假设。通过问卷调查获取实证数据,并对数据进行描述性分析、探索性及验证性因子分析、结构方程分析、多群组分析等统计分析以验证相关假设。实证分析显示本文提出的理论模型基本得到支持,研究结果表明：首先,感知产品质量、感知网站质量显著正向影响购物网站选择意愿,感知产品成本和感知网站风险显著负向影响网站选择意愿；其次,感知价值的中介效应显著,即感知产品质量等四个自变量除直接影响网站选择意愿外还会通过影响感知价值对网站选择意愿产生间接影响；再次,认知卷入度和情感卷入度对购物网站选择意愿具有调节作用,感知产品质量和感知网站风险对高认知卷入度的消费者影响更大,感知网站质量对低认知卷入度的消费者影响更大,感知产品质量对高情感卷入度的消费者影响更大,感知网站质量对低情感卷入度的消费者影响更大；最后,网站声誉对购物网站选择意愿也存在调节作用,在高网站声誉下感知网站风险对网站选择意愿的影响显著低于低网站声誉下的影响。最后针对本文研究结果提出了相关建议,希望可以为电商网站的经营起到一点参考作用,使其可以更有针对性的改善自身以吸引更多消费者。
[Abstract]:As a new shopping mode, online shopping is becoming more and more popular with the development of Internet. With the development of e-commerce websites, this has greatly enriched the variety of goods purchased online, increased the opportunities for consumers to choose, on the other hand, it also makes the competition between each other more fierce, always facing the danger of being eliminated. How to win the favor of more consumers in the fierce competition is the concern of every ecommerce website. This paper attempts to study the consumer shopping website choice will understand its influence factors and influence mechanism so as to provide a little reference for e-commerce websites to improve their own in order to win more consumers. Summing up the existing research results, based on consumer perception, this paper from the commodity and shopping website, the establishment of perceived value as an intermediary variable, perceived product quality, perceived website quality, Perceived product cost and perceived website risk are independent variables, cognitive involvement degree, emotional involvement degree and website reputation as the adjustment variables of consumer shopping website choice willingness model and put forward the corresponding assumptions. The empirical data are obtained by questionnaire, and the relevant hypotheses are verified by descriptive analysis, exploratory and confirmatory factor analysis, structural equation analysis, multi-group analysis and so on. The empirical analysis shows that the theoretical model proposed in this paper is basically supported. The results show that: first, perceived product quality and perceived website quality significantly positively affect the willingness to choose shopping websites. Perceived product cost and perceived site risk significantly negatively affect the willingness to choose the website. Secondly, the intermediary effect of perceived value is significant. That is, the perceived product quality and other four independent variables in addition to directly affect the site selection will also affect the perceived value of the site through the indirect impact of willingness to choose; again, Cognitive involvement and emotional involvement had a moderating effect on the willingness to choose a shopping site, and perceived product quality and perceived site risk had a greater impact on consumers with high cognitive involvement. Perceived website quality has a greater impact on consumers with low cognitive involvement, perceived product quality has greater impact on consumers with high emotional involvement, and perceived website quality has greater impact on consumers with low emotional involvement. The website reputation also has the adjustment function to the shopping website choice intention, under the high website reputation perception website risk influence to the website choice willingness is obviously lower than the low website reputation influence. In the end, some suggestions are put forward in this paper, hoping to provide some reference for the management of e-commerce websites, so that they can improve themselves more pertinently to attract more consumers.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F713.36

【参考文献】