母婴用品跨境网购意愿的影响因素研究

发布时间：2018-10-23 09:29

【摘要】：在当今网络信息时代,网络购物因其便利性逐渐成为一种流行的购物方式。随着亚马逊、京东全球购和天猫国际商城等跨境电商模块的发展壮大,近年来跨境网购在国内逐渐兴起,尤其更受年轻群体的欢迎。“亚马逊中国发布2016年跨境网购趋势报告”显示,跨境网购在中国愈发普及和呈现常态化趋势。而母婴用品成为当下跨境电商市场最畅销的商品之一,是跨境电商发展的主要推动力。本研究首先指出我国跨境母婴电商的市场前景广阔,但是跨境母婴电商依旧存在品牌信任度问题、跨境物流问题、供应链整合和用户运营问题等,这些问题影响跨境母婴电商的发展;其次根据技术接受模型理论,保留原有的感知易用和感知有用的基本变量基础上,对模型进行扩展,通过相关理论基础,找到感知安全、跨境网购经历和跨境参照群体变量,建立本研究关于母婴用品跨境网购意愿的假设模型;再次利用问卷调查的方式,对母婴用品消费者进行数据调研,探究以上因素对于母婴用品跨境网购的影响。应用SPSS20.0软件对调查问卷消费者的基本特征和网购情况进行描述性统计,得出母婴用品消费者跨境网购的基本现状情况,利用结构方程模型验证本文提出的基本假设,在模型的拟合结果和路径分析中验证各个因素的影响,最后根据各因素的影响作用,提出对于B2C跨境母婴电商企业的建议。通过探究感知有用、感知易用、感知安全、跨境网购经历、跨境参照群体五个因素对母婴用品跨境网购意愿的影响,得出这些因素对于母婴用品跨境网购意愿均正向相关,在上述分析结论的基础之上,提出针对跨境母婴电商企业经营的建议,主要包括:注重跨境参照群体对消费群体的影响,发挥意见领袖的作用;提高消费者跨境网购的安全性;优化跨境购物体验;简化购物流程;提高消费者重复购买率,增加消费者跨境网购经历。
[Abstract]:In the age of network information, online shopping has gradually become a popular way of shopping because of its convenience. With the development of cross-border ecommerce modules such as Amazon, JingDong's global purchase and Tmall International Mall, cross-border online shopping has been rising in China in recent years, especially among young people. Amazon China's 2016 Cross-border online purchase Trends report shows that cross-border online shopping is becoming more common and more common in China. The mother and child products have become one of the best-selling goods in the cross-border e-commerce market, and are the main driving force for the development of cross-border ecommerce. This study first points out that the market prospect of cross-border mother-child e-commerce in China is broad, but cross-border mother-child e-commerce still has brand trust, cross-border logistics, supply chain integration and user operation problems, etc. These problems affect the development of cross-border mother-to-child e-commerce. Secondly, according to the theory of technology acceptance model, the model is extended to find the safety of perception based on the original basic variables of perception and usefulness. Based on cross-border online shopping experience and cross-border reference group variables, this study establishes a hypothetical model about the willingness of cross-border online shopping of maternal and child supplies; again, it makes use of questionnaires to investigate the data of consumers of maternal and child products. Explore the above factors for maternal and child supplies cross-border online shopping impact. The basic characteristics of questionnaire consumers and the situation of online shopping are analyzed by using SPSS20.0 software, and the basic status of cross-border online shopping for consumers of maternal and child supplies is obtained. The basic hypotheses proposed in this paper are verified by using structural equation model. In the model fitting results and path analysis to verify the impact of each factor, finally, according to the impact of each factor, put forward for B2C cross-border mother-child e-commerce enterprises recommendations. By exploring the effects of five factors, such as perceived usefulness, perceived ease of use, perceived security, cross-border online shopping experience and cross-border reference group, on the willingness of cross-border online purchase of maternal and child supplies, it is concluded that these factors are positively related to cross-border purchase willingness of maternal and child supplies. On the basis of the above conclusions, the paper puts forward some suggestions for the management of cross-border mother-and-child e-commerce enterprises, including: paying attention to the influence of cross-border reference groups on consumer groups, giving play to the role of opinion leaders, improving the safety of cross-border consumer online shopping; Optimize the cross-border shopping experience; simplify the shopping process; increase consumer repeat purchase rate, increase consumer cross-border online shopping experience.
【学位授予单位】：山东科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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