网购过程中服务接触对消费者购买意向的影响机理研究
发布时间：2019-06-02 01:03
【摘要】：随着网络技术的发展、传统经营模式的变革、消费者生活方式的转变,消费者网购趋势方兴未艾；同时以阿里巴巴为首的电子商务企业的巨大成功,无时无刻不刺激着广阔的电商市场。网购趋势的拉动,网店利益的驱使,网店大量出现。网店大量出现给消费者带来便利,但更多的是带来网店经营的同质化,从而产生激烈的竞争；如何在竞争中促进消费者产生购买产品的意向、营造自己的竞争优势,成为网店经营者必须面对的问题。另外,在激烈的竞争中,不法网店经营者在利益驱使下销售假冒产品、提供劣质服务,损害了消费者的合法权益,消费者如何提高在网购中认知风险的能力,也是一个需要解决的问题。基于以上背景,本文引入了服务接触概念,基于消费者行为相关理论分析了网购过程中服务接触对消费者购买意向的影响机理,并运用实证研究的方法探讨了服务接触与购买意向的关系以及二者关系中感知风险的中介作用和产品涉入的调节作用。本文首先通过参考大量文献,综合分析服务接触、消费者购买意向、感知风险、产品涉入的本体研究及相关研究,在此基础上提出了解释服务接触影响消费者购买意向的总体理论模型(GTM)；从总体理论模型(GTM)中摘取了认知途径下感知风险中介作用、产品涉入调节作用的简单模型(RIM),并提出了相关假设用于实证。其次,通过对预调研抽取的100个样本数据的描述性分析、项目分析、信度和效度分析,优化设计了本文的测量问卷。正式调研中收集了607个有效数据,以其为样本分析了服务接触对消费者购买意向的影响。分析中运用SPSS22.0软件对个体测量模型、假设进行了检验,并进行了单因素方差分析。本文通过实证得出如下结论。第一,服务接触及其子维度正向影响消费者购买意向,即服务接触、口碑接触、技术接触、人员接触会显著影响消费者是否产生购买产品的意向。第二,服务接触对消费者感知风险具有显著的负向影响。第三,经济风险、功能风险、隐私风险对消费者购买意向的负向影响又一次得到验证。第四,感知风险在服务接触与消费者的购买意向中起到了完全的中介作用。第五,产品涉入在服务接触及其子维度——口碑接触、技术接触、人员接触与消费者购买意向中起到正向的调节作用。本文在理论层面上,对几个混淆使用的概念进行了辨析,构建了服务接触与购买意向的总体概念模型,并对认知途径下感知风险中介作用和产品涉入作用进行了实证,辅之优化了有关测量量表。在实践层面上,对于网店经营者正确认识消费者感知风险对网店经营的重要性,以及从服务接触视角改善网店经营提供了学理证明与可行性建议；同时对于消费者合理评估网购可能存在的风险提供了清晰的视角。
[Abstract]:With the development of network technology, the change of traditional business model, the change of consumer life style, the trend of consumer online shopping is in the ascendant. At the same time, the great success of e-commerce enterprises led by Alibaba stimulates the broad e-commerce market all the time. The pull of the trend of online shopping, driven by the interests of online stores, a large number of online stores appear. A large number of online stores bring convenience to consumers, but more bring about the homogenization of online store management, resulting in fierce competition; How to promote consumers to buy products in the competition and create their own competitive advantage has become a problem that online store operators must face. In addition, in the fierce competition, illegal online store operators sell counterfeit products and provide inferior services driven by interests, which damages the legitimate rights and interests of consumers and how consumers can improve their ability to recognize risks in online shopping. It is also a problem that needs to be solved. Based on the above background, this paper introduces the concept of service contact, and analyzes the influence mechanism of service contact on consumers' purchase intention in the process of online shopping based on the theory of consumer behavior. The relationship between service contact and purchase intention, the intermediary role of perceived risk and the regulation of product involvement in the relationship between service contact and purchase intention are discussed by means of empirical research. First of all, this paper makes a comprehensive analysis of service contact, consumer purchase intention, perceived risk, product involvement ontology research and related research by referring to a large number of literature, comprehensive analysis of service contact, consumer purchase intention, perceived risk, product involvement ontology research and related research. On this basis, an overall theoretical model (GTM); is proposed to explain the influence of service contact on consumers' purchase intention. From the overall theoretical model (GTM), a simple model (RIM), which perceives the intermediary role of perceived risk and product involvement in the cognitive approach, is extracted from the overall theoretical model (RIM), and the relevant assumptions are put forward for empirical application. Secondly, through the descriptive analysis, item analysis, reliability and validity analysis of 100 sample data, the questionnaire is optimized. 607 valid data were collected in the formal survey, and the influence of service contact on consumer purchase intention was analyzed. In the analysis, the individual measurement model is tested by SPSS22.0 software, and the one-factor variance analysis is carried out. This paper draws the following conclusions through empirical research. First, service contact and its sub-dimensions have a positive impact on consumer purchase intention, that is, service contact, word-of-mouth contact, technical contact, personnel contact will significantly affect whether consumers have the intention to buy products. Second, service exposure has a significant negative impact on consumer perceived risk. Third, the negative impact of economic risk, functional risk and privacy risk on consumer purchase intention has been verified again. Fourth, perceived risk plays a complete intermediary role in service contact and consumer purchase intention. Fifth, product involvement plays a positive role in service contact and its sub-dimensions-word-of-mouth contact, technical contact, personnel contact and consumer purchase intention. At the theoretical level, this paper analyzes several concepts of confusion, constructs the overall conceptual model of service contact and purchase intention, and demonstrates the role of perceived risk intermediary and product involvement in the cognitive approach. In addition, the relevant measurement scales were optimized. At the practical level, it provides theoretical proof and feasible suggestions for online store operators to correctly understand the importance of consumer perceived risk to online store management, and to improve online store management from the perspective of service contact. At the same time, it provides a clear perspective for consumers to reasonably evaluate the possible risks of online shopping.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55
本文编号：2490713
[Abstract]:With the development of network technology, the change of traditional business model, the change of consumer life style, the trend of consumer online shopping is in the ascendant. At the same time, the great success of e-commerce enterprises led by Alibaba stimulates the broad e-commerce market all the time. The pull of the trend of online shopping, driven by the interests of online stores, a large number of online stores appear. A large number of online stores bring convenience to consumers, but more bring about the homogenization of online store management, resulting in fierce competition; How to promote consumers to buy products in the competition and create their own competitive advantage has become a problem that online store operators must face. In addition, in the fierce competition, illegal online store operators sell counterfeit products and provide inferior services driven by interests, which damages the legitimate rights and interests of consumers and how consumers can improve their ability to recognize risks in online shopping. It is also a problem that needs to be solved. Based on the above background, this paper introduces the concept of service contact, and analyzes the influence mechanism of service contact on consumers' purchase intention in the process of online shopping based on the theory of consumer behavior. The relationship between service contact and purchase intention, the intermediary role of perceived risk and the regulation of product involvement in the relationship between service contact and purchase intention are discussed by means of empirical research. First of all, this paper makes a comprehensive analysis of service contact, consumer purchase intention, perceived risk, product involvement ontology research and related research by referring to a large number of literature, comprehensive analysis of service contact, consumer purchase intention, perceived risk, product involvement ontology research and related research. On this basis, an overall theoretical model (GTM); is proposed to explain the influence of service contact on consumers' purchase intention. From the overall theoretical model (GTM), a simple model (RIM), which perceives the intermediary role of perceived risk and product involvement in the cognitive approach, is extracted from the overall theoretical model (RIM), and the relevant assumptions are put forward for empirical application. Secondly, through the descriptive analysis, item analysis, reliability and validity analysis of 100 sample data, the questionnaire is optimized. 607 valid data were collected in the formal survey, and the influence of service contact on consumer purchase intention was analyzed. In the analysis, the individual measurement model is tested by SPSS22.0 software, and the one-factor variance analysis is carried out. This paper draws the following conclusions through empirical research. First, service contact and its sub-dimensions have a positive impact on consumer purchase intention, that is, service contact, word-of-mouth contact, technical contact, personnel contact will significantly affect whether consumers have the intention to buy products. Second, service exposure has a significant negative impact on consumer perceived risk. Third, the negative impact of economic risk, functional risk and privacy risk on consumer purchase intention has been verified again. Fourth, perceived risk plays a complete intermediary role in service contact and consumer purchase intention. Fifth, product involvement plays a positive role in service contact and its sub-dimensions-word-of-mouth contact, technical contact, personnel contact and consumer purchase intention. At the theoretical level, this paper analyzes several concepts of confusion, constructs the overall conceptual model of service contact and purchase intention, and demonstrates the role of perceived risk intermediary and product involvement in the cognitive approach. In addition, the relevant measurement scales were optimized. At the practical level, it provides theoretical proof and feasible suggestions for online store operators to correctly understand the importance of consumer perceived risk to online store management, and to improve online store management from the perspective of service contact. At the same time, it provides a clear perspective for consumers to reasonably evaluate the possible risks of online shopping.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55
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