印度尼西亚Tokopedia网站消费者在线购买意愿影响因素研究

发布时间：2020-12-02 13:12

　　近年来,印度尼西亚越来越多的贸易和服务型企业开始使用电子商务系统作为在线销售的媒介。与此同时,印度尼西亚快速增长的互联网环境所创造出的商业环境也为电子商务企业提供了良好的发展机会。由于印度尼西亚拥有众多在线购买和销售网站,因此电子商务企业便致力于采用各种方式来吸引消费者购买其产品。然而,消费者行为具有复杂性的现实挑战也使印尼电子商务企业深受困扰。这是因为市场上包含不同的消费者、不同的文化和宗教以及不同的消费观念。因此,确定影响印度尼西亚消费者在线购买意愿的决定性因素十分重要。本研究的目的是确定促销、声誉、服务质量、感知风险和社会环境是否会影响印尼消费者在Tokopedia购物网站上的购买意愿。在本研究中,使用立意抽样方法收集数据。调查问卷主要通过网络发送。调查问卷使用Google Forms或Google Spreadsheets,问卷通过网站链接发送。该调查问卷由各种互联网通信应用程序发送,如Gmail、Yahoo、WhatsApp、Facebook、Line、微信和其他邮件应用程序。本研究共发放问卷538份,其中500份为有效问卷,问卷的对象是在Tokopedia购物的印度尼西亚人... 

【文章来源】：扬州大学江苏省

【文章页数】：95 页

【学位级别】：硕士

【文章目录】：
摘要
ABSTRACT
CHAPTER 1 INTRODUCTION
    1.1 Research Background
    1.2 Past Researches
    1.3 Research Significance
        1.3.1 Theoretical significance
        1.3.2 Practical significance
    1.4 Research Purposes and Research Content
        1.4.1 Research purposes
        1.4.2 Research content
    1.5 Research Methods and Technical Routes
        1.5.1 Research methods
        1.5.2 Technical route
    1.6 Innovations
CHAPTER 2 THEORETICAL ANALYSIS AND CONCEPTS
    2.1 Conceptual Research on E-commerce and C2C （Consumer to Consumer）
    2.2 Factors Affecting Consumer Purchase Behavior
        2.2.1 Consumer Purchase Behavior in Indonesia
    2.3 Promotion Concept Research
    2.4 Reputation Concept Research
    2.5 Service Quality Concept Research
    2.6 Perceived Risk Concept Research
    2.7 Social Environment Concept Research
    2.8 Online Consumers' Purchase Intention Concept Research
    2.9 Summary
CHAPTER 3 HYPOTHESIS AND THEORETICAL MODEL CONSTRUCTION
    3.1 Research Hypothesis and Theoretical Model
        3.1.1 The effect of promotion on purchase intention
        3.1.2 The effect of reputation on purchase intention
        3.1.3 The effect of service quality on purchase intention
        3.1.4 The effect of perceived risk on purchase intention
        3.1.5 The effect of social environment on purchase intention
        3.1.6 Theoretical model
    3.2 Definition and Measurement of Research Variables
        3.2.1 Promotion variable
        3.2.2 Reputation variable
        3.2.3 Service quality variable
        3.2.4 Perceived risk variable
        3.2.5 Social environment variable
        3.2.6 Consumers' online purchase intention variables
    3.3 Research Methodology
        3.3.1 Research Design
        3.3.2 Data Collection Technique
        3.3.3 Population and Samples
        3.3.4     Statistics Analysis
CHAPTER 4 EMPIRICAL ANALYSIS: ANALYSIS OF FACTORS INFLUENCINGCONSUMERS' ONLINE PURCHASE INTENTION
    4.1 Introduction of Tokopedia
    4.2 Descriptive Statistical Analysis
    4.3 Reliability and Validity Analysis
        4.3.1 Reliability Analysis
        4.3.2 Validity Analysis
    4.4 Factor Analysis
    4.5 Correlation Coefficient Test
    4.6 Multiple Linear Regression Analysis
        4.6.1 Individual Parameter Significance Test
        4.6.2 Multicollinearity Test
        4.6.3 Simultaneous Significance Test
        4.6.4 Multiple Correlation Test
        4.6.5 Determination Coefficient Test
    4.7 Research Results
CHAPTER 5 CONCLUSION AND OUTLOOK
    5.1 Management Advices
    5.2 Limitations of Research
    5.3 Future Research Outlook
    5.4 Conclusion
References
Appendix
Acknowledgement



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