中国传统价值观对顾客礼品网络购买意愿的影响研究

发布时间：2018-11-25 09:27

【摘要】：当前互联网已经涉足全国乃至全球的各行各业,改变了许多传统行业商业形态,而科学技术的进步使得互联网更加深入的影响中国人生活。礼品,作为一个特殊的行业,具备着的非常深厚文化基因。中国的礼品市场规模是非常的巨大。国内外电子商务企业都希望能够针对中国礼品消费者制定针对性的营销策略,以获得竞争力,并迅速占领中国规模巨大地礼品市场。基于以上背景,本文以中国传统价值观为切入点,从顾客感知价值的视角来探索中国传统价值观对顾客礼品网络购买意愿的影响。通过梳理国内外关于中国传统价值观、顾客感知价值、购买意愿等领域文献,针对现有研究的不足,构建中国传统价值观、顾客感知价值、顾客礼品网络购买意愿三者之间的概念模型,提出相应的假设并开发量表设计问卷,并运用SPSS17.0和AMOS17.0统计软件对问卷回收的数据进行结构方程分析,得出以下结论:1,中国传统价值观整体对顾客礼品网络购买意愿具有正向的影响作用。其维度假设方面,除了义的价值观之外,仁、礼、智、信等价值观对顾客礼品网络购买意愿均具有正向影响。2,顾客感知价值正向影响顾客礼品网络购买意愿,并在中国传统价值观对顾客礼品网络购买意愿的影响过程中起到部分中介作用。当通过网络购买礼品的过程中感受到更多的顾客价值,则消费者通过网络选择、购买礼品的意愿则越强烈。本文以一方面拓宽了消费者购买意愿的研究领域,对以往有关消费者购买意愿的研究文献起到丰富和发展的作用。其次,根据研究成果提出针对性的营销建议,将有助于网络礼品零售商能够有效制定营销策略,提升其市场竞争能力。
[Abstract]:At present, the Internet has been involved in all kinds of industries all over the country and even around the world, which has changed many traditional business forms, and the progress of science and technology has made the Internet more deeply affect the life of Chinese people. Gifts, as a special industry, have a very deep cultural gene. China's gift market is very large. Domestic and foreign e-commerce enterprises hope to be able to make targeted marketing strategies for Chinese gift consumers in order to gain competitiveness and quickly occupy the huge gift market in China. Based on the above background, this paper takes the Chinese traditional values as the breakthrough point, from the perspective of customer perceived value to explore the impact of Chinese traditional values on the purchase intention of customer gift network. Through combing the domestic and international literature on Chinese traditional values, customer perceived value, purchase intention and other fields, aiming at the shortcomings of existing research, the paper constructs Chinese traditional values, customer perceived value, and so on. The conceptual model of customer gift network purchase intention is put forward, the corresponding hypothesis is put forward and the questionnaire is designed by using SPSS17.0 and AMOS17.0, and the data collected from the questionnaire are analyzed by structural equation. The conclusions are as follows: 1. Chinese traditional values as a whole have a positive impact on the purchase intention of customer gift network. Besides the value of meaning, the values of benevolence, propriety, intelligence and trust have a positive influence on the willingness to purchase of the customer gift network. 2. The perceived value of the customer positively affects the willingness of the customer to buy the gift network. It also plays an intermediary role in the process of the influence of Chinese traditional values on the purchase intention of the customer's gift network. When consumers feel more customer value in the process of purchasing gifts through the network, consumers choose through the network, and the willingness to buy gifts is stronger. On the one hand, this paper broadens the research field of consumers' willingness to buy, and enriches and develops the previous literatures on consumers' willingness to buy. Secondly, according to the research results, it will be helpful for online gift retailers to formulate marketing strategies and improve their market competitiveness.
【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】：F724.6;F713.55

【参考文献】