在线购物环境感知对消费者购买行为影响研究
发布时间：2018-11-10 21:36
【摘要】：近年以来,互联网技术飞速发展,互联网经济空前繁荣,在线购物已经成为十分普遍的购物方式。消费者在线购物行为受到很多因素的影响。而作为一般消费者,在购物过程中很多时候直接受到网站本身的设计、布局、信息的详细程度、搜索服务等网站因素的直接影响,同时由于网络的虚拟性,消费者还往往受到提供在线购物商家所提供的线下服务的影响。网站本身的各种技术创新以及新媒体工具的使用和电子商务企业在线下建立的服务体系已经成为电子商务企业之间竞争中的重要竞争力。因此,研究在线消费环境感知的各个因素对于消费者的影响具有一定的现实意义。 本文技术接受模型的基础上,加入了网站因素和服务因素两个外在变量,结合模型中感知网购有用、感知网购易用、感知网购风险三个变量,研究对于消费者网购意向的影响,构建了假设模型。引入了前人研究成果中的成熟量表,通过问卷调查的手段对于各个变量进行了测量,然后使用SPSS19.0和AMOS17.0对于调查所得的数据进行分析,对于假设模型进行检验。之后又从人口统计变量入手,研究人口统计变量对于各个变量的影响,得出相关的结论： 一、感知网购有用、感知网购易用与消费者的网上购物意向正向相关,感知网购风险和购物意向成负向相关,以上三个因素对消费者网络购物意向具有显著性影响。根据实证分析部分的数据可以看出,感知网购易用对于网购意向的相关度最大。 二、网站因素与感知网购有用、感知网购易用两因素正向相关,与感知网购风险呈负相关关系。 三、服务因素与感知网购有用、感知网购易用两因素正向相关,与感知网购风险负向相关。 四、部分人口因素影响消费者网购意向,收入最低的学生群体对于网购购买意向最强烈、对于网站因素感知最好。网购次数较少的顾客对网站因素感知最好,而网购次数较多的顾客则对网站感知较差。 在以上四份结论的基础上,电子商务企业提出了建议： 第一,注重智能客户端的改进与推广。抓住智能手机发展的机会,抓住客户。 第二,进一步整合资源提高企业核心竞争力。进一步让客户体验到感知有用,刺激消费者购买。 第三,注重在线购物安全体系的建设。最大限度消除消费者对于网购风险的感知。 第四,关注年轻消费者的动向增强企业创新能力。 希望通过这些本文的研究成果能够给企业带来一定的帮助。
[Abstract]:In recent years, with the rapid development of Internet technology and the unprecedented prosperity of Internet economy, online shopping has become a very common way of shopping. Consumer online shopping behavior is affected by many factors. As a general consumer, many times in the shopping process, they are directly affected by the website design, layout, detail of information, search services, and other website factors. At the same time, because of the virtual nature of the network, Consumers are also often affected by the offline services offered by online shoppers. The technological innovation of the website itself, the use of new media tools and the service system established by e-commerce enterprises have become the important competitiveness in the competition between e-commerce enterprises. Therefore, it is of practical significance to study the factors of online consumer environment perception for consumers. Based on the technology acceptance model, this paper adds two external variables, website factor and service factor, and studies the influence on consumers' online purchase intention by combining three variables: perceived online purchase usefulness, perceived online purchase ease of use, and perceived online purchase risk. A hypothetical model is constructed. This paper introduces the mature scale of the previous research results, measures the variables by questionnaire, then uses SPSS19.0 and AMOS17.0 to analyze the data obtained from the investigation and tests the hypothetical model. Then starting with the demographic variables, this paper studies the impact of demographic variables on each variable, and draws the relevant conclusions: first, perceived online shopping useful, perceived online shopping easy to use with consumers online shopping intention positive correlation, Perceived online shopping risk is negatively correlated with shopping intention, and the above three factors have a significant impact on consumers' online shopping intention. According to the data of empirical analysis, it can be seen that perceived ease of use of online shopping intention is the most relevant. Second, website factors are positively correlated with perceived online purchase usefulness, perceived online purchase ease of use, and negatively correlated with perceived online purchase risk. Third, service factors are positively related to perceived online shopping usefulness, perceived online shopping ease of use is positively correlated, and perceived online purchase risk is negatively correlated. Fourth, some population factors affect consumers' online purchase intention. The lowest income group has the strongest online purchase intention and the best website factor perception. Customers with less times of online shopping have the best perception of website factors, while customers with more times of online shopping are less aware of website. On the basis of the above four conclusions, e-commerce enterprises put forward some suggestions: first, pay attention to the improvement and promotion of smart client. Seize the opportunity of smartphone development, seize the customer. Second, further integrate resources to improve the core competitiveness of enterprises. Further enable customers to experience perceived usefulness, stimulating consumer buying. Third, pay attention to the construction of online shopping security system. Eliminate consumer's perception of online purchase risk to the maximum extent. Fourth, pay attention to the trend of young consumers to enhance the innovative ability of enterprises. It is hoped that the research results of this paper can bring some help to the enterprises.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6
本文编号：2323666
[Abstract]:In recent years, with the rapid development of Internet technology and the unprecedented prosperity of Internet economy, online shopping has become a very common way of shopping. Consumer online shopping behavior is affected by many factors. As a general consumer, many times in the shopping process, they are directly affected by the website design, layout, detail of information, search services, and other website factors. At the same time, because of the virtual nature of the network, Consumers are also often affected by the offline services offered by online shoppers. The technological innovation of the website itself, the use of new media tools and the service system established by e-commerce enterprises have become the important competitiveness in the competition between e-commerce enterprises. Therefore, it is of practical significance to study the factors of online consumer environment perception for consumers. Based on the technology acceptance model, this paper adds two external variables, website factor and service factor, and studies the influence on consumers' online purchase intention by combining three variables: perceived online purchase usefulness, perceived online purchase ease of use, and perceived online purchase risk. A hypothetical model is constructed. This paper introduces the mature scale of the previous research results, measures the variables by questionnaire, then uses SPSS19.0 and AMOS17.0 to analyze the data obtained from the investigation and tests the hypothetical model. Then starting with the demographic variables, this paper studies the impact of demographic variables on each variable, and draws the relevant conclusions: first, perceived online shopping useful, perceived online shopping easy to use with consumers online shopping intention positive correlation, Perceived online shopping risk is negatively correlated with shopping intention, and the above three factors have a significant impact on consumers' online shopping intention. According to the data of empirical analysis, it can be seen that perceived ease of use of online shopping intention is the most relevant. Second, website factors are positively correlated with perceived online purchase usefulness, perceived online purchase ease of use, and negatively correlated with perceived online purchase risk. Third, service factors are positively related to perceived online shopping usefulness, perceived online shopping ease of use is positively correlated, and perceived online purchase risk is negatively correlated. Fourth, some population factors affect consumers' online purchase intention. The lowest income group has the strongest online purchase intention and the best website factor perception. Customers with less times of online shopping have the best perception of website factors, while customers with more times of online shopping are less aware of website. On the basis of the above four conclusions, e-commerce enterprises put forward some suggestions: first, pay attention to the improvement and promotion of smart client. Seize the opportunity of smartphone development, seize the customer. Second, further integrate resources to improve the core competitiveness of enterprises. Further enable customers to experience perceived usefulness, stimulating consumer buying. Third, pay attention to the construction of online shopping security system. Eliminate consumer's perception of online purchase risk to the maximum extent. Fourth, pay attention to the trend of young consumers to enhance the innovative ability of enterprises. It is hoped that the research results of this paper can bring some help to the enterprises.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6
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