跨境网购消费者多阶段决策感知风险动态形成机理研究
发布时间：2018-02-25 17:12
本文关键词： 跨境网购 多阶段决策 感知风险 耦合 供应链关系 出处：《中国矿业大学》2016年博士论文 论文类型：学位论文
【摘要】：本文以跨境网购这一蓬勃发展的新型电子商务模式为情境,以消费者区别于传统购物的多阶段决策为切入,以感知风险动态研究为视角,创新性地提出“感知风险耦合”的概念,着重研究消费者感知风险的动态形成机理。首先,论文在对相关文献进行回顾评述的基础上,从理论研究的视角对海代、海淘和进口零售电商三种购物类型和多阶段决策特征进行了细致分析和比较,并基于对跨境电商生态环境的分析,刻画出跨境网购中客观存在的风险因素。研究得出:不同类型的跨境网购情境下,消费者决策均具有多阶段决策特征,存在理论创新空间;跨境电商生态环境包括参与主体、产业关联和资源要素三大基本构成,相应地会产生主体风险、业务风险和环境风险,并可进一步归纳为消费者、行业发展和宏观环境三个方面。其次,论文鉴于跨境网购行为和感知风险动态研究的缺失,运用扎根理论研究方法,对跨境网购消费者感知风险构成和影响因素的资料进行收集分析和理论发展,形成跨境网购消费者多阶段决策感知风险动态形成机理的自然涌现。研究得出:消费者感知风险受情境因素、供应链因素、消费者因素共同影响,表现出13个风险维度,它们依感知环境风险、感知过程风险、感知结果风险的内涵关系和感知订货风险、感知支付风险、感知物流风险的业务关系,发生关联并相互作用,动态耦合形成整体感知风险。然后,论文针对上述理论模型中的三部分核心内容进行三方面深化研究:一是针对感知风险的多维结构,主要运用问卷调研和相关数理统计方法,对不同维度(13个风险维度)、不同阶段(订货阶段、支付阶段、物流阶段)、不同渠道(海代、海淘、进口零售电商)感知风险的动态呈现进行了量化研究。研究得出:各渠道情境下不同维度感知风险在不同决策阶段有着不同的权重表现;不同决策阶段感知风险之间显著相关,并呈现出“订货阶段感知风险㩳支付阶段感知风险㩳物流阶段感知风险”的特征;在不同渠道情境下,三个决策阶段感知风险表现各异,但就整体感知风险而言,海代渠道下最高,海淘和进口零售电商渠道下差异并不显著。二是针对感知风险的形成过程,借鉴物理学中“耦合”的概念,创新性地提出感知风险耦合问题,主要运用文献研究、数学建模和相关数理统计方法,研究感知风险的耦合要素、影响因素等内容,得出感知风险耦合机理,并基于调研数据对不同范畴下感知风险的耦合路径进行了实证研究。研究得出:消费者的多维感知风险,以消费者为显性载体,以信息为隐性载体,主要受供应链组织性因素和消费者自身因素驱动,依照感知风险产生的业务节点和内涵关系彼此联系,并以此为路径,在同质或异质维度之间发生着流动与耦合,形成了相应的耦合链和耦合网,以及正向、纯度或负向的耦合效应,并最终形成整体感知风险。三是针对感知风险影响因素,结合理论发展和电商实践需要,筛选出“供应链关系”这一创新性的行为影响变量以及“产品特征”变量,主要运用两个两因素两水平混合设计的实验,研究供应链关系(紧密型vs.松散型)和产品特征(功能型vs.享乐型和高税率vs.低税率)对感知风险耦合效应的交互影响。研究得出:供应链关系紧密程度与感知风险耦合强度正相关;供应链关系、产品特征,以及两个变量交互对感知风险耦合效应均有显著影响;对于功能型产品,消费者感知风险在紧密型供应链关系下会发生收敛,在松散型供应链关系下则会发生放大;对于享乐型产品,消费者感知风险在不同供应链关系下的感知风险耦合方向并不显著;对于高税率产品,消费者感知风险在紧密型供应链关系下会发生放大,在松散型供应链关系下则会发生收敛;对于低税率产品,消费者感知风险在紧密型供应链关系下会发生收敛,在松散型供应链关系下则会发生放大。最后,论文对全文的研究结论、研究创新和研究局限做出总结,并结合相关结论对政府市场监管和企业电商实务提出若干建议。
[Abstract]:In this paper, the new e-commerce model of cross-border online shopping this booming situation, the consumer is different from the traditional shopping multi stage decision as the breakthrough, to study the dynamic risk perception perspective, puts forward the innovative concept of "perceived risk coupling", the formation mechanism of dynamic focusing on consumers' perceived risk. Firstly, in this paper based on a review of the relevant literature, from the perspective of theoretical research on the generation of the sea, the sea Amoy and imported three types of retail electricity providers shopping and multistage decision characteristics carried out a detailed analysis and comparison, based on the analysis of the cross-border electricity supplier ecological environment, depicts the risk factors exist in the cross-border online shopping research obtains. Different types of cross-border online shopping environment, consumers have characteristics of multi stage decision making, there is theoretical innovation space; cross-border electricity supplier ecological environment including participation in the main body, the industry related The three basic elements and resources which in turn produce the main risk, business risk and environmental risk, and can be further divided into consumer, three aspects of the development of the industry and the macro environment. Secondly, in view of the lack of cross-border online shopping behavior and perceived risk dynamic research, using grounded theory research method, factor data of cross-border online shopping the composition and the impact of consumer perceived risk collection analysis and theory development, form a natural mechanism for emergence of cross-border online shopping consumer perceived risk dynamic multi stage decision. The study concluded that: the consumer perceived risk by situational factors, supply chain factors, influence consumer factors, showing 13 risk dimensions, according to their perceived environmental risk perception risk perception, risk perception and the connotation of the relationship in order to pay risk, risk perception, risk perception of logistics business relationship, relationship Contact and interaction, the dynamic coupling form the overall perceived risk. Then, according to the three part of the theoretical model of the core content of deepening the study of three aspects: one is the multidimensional structure of perceived risk, mainly using questionnaire survey and mathematical statistics method, of different dimensions (13 risk dimensions), different stages (order the payment stage, stage, stage, logistics) of different channels (sea, sea Amoy, imports of retail electricity supplier) dynamic presentation of perceived risk were quantitatively studied. The results show that the channel under the situation of different dimensions of perceived risk in different stages of decision-making with different weights; a significant correlation between perceived risk and different stages of decision-making. Showing the ordering stage perceived risk perceived risk? Payment stage? Characteristics of logistics stage perceived risk "; in the context of different channels, three decision-making stage risk perception is different, but The overall perceived risk, the highest generation sea channel, sea Amoy import and retail electricity supplier channels under the difference is not significant. Two is for the forming process of perceived risk, referring to the physics quotcouplingquot concept, put forward the perceived risk coupling problem creatively, mainly using literature research, mathematical modeling and mathematical statistics method study on perceived risk, coupling factors, content and other factors, the perceived risk coupling mechanism, and based on the survey data on the perceived risk of different coupling path under the category of the empirical research. The study concluded that: the multidimensional perceived risk of consumers, to consumers as the dominant carrier, with information as a carrier, mainly driven by supply chain organization factors and consumer factors, the relationship between the service node and the connotation in accordance with the perceived risk associated with each other, and as a path between homogeneous and heterogeneous dimensions of hair The flow and coupling, formed a chain coupling and coupling network, and the corresponding positive or negative coupling effect to the purity, and ultimately the formation of the overall perceived risk. The three is aimed at the influence factors of perceived risk, combined with the development of the theory and practice of business needs, select the "supply chain relationship" behavior variables influencing the innovation and the "product characteristics" variables, mainly used in experiment two, two level two factor mixed design, research of supply chain (close vs. loose) and product characteristics (functional vs. hedonic and high rate of vs. of low tax rate) influence perceived risk. The study shows that the coupling effect of supply chain the close relationship between the degree of coupling strength is positively related with perceived risk; supply chain, product characteristics, as well as two variables of perceived risk coupling effect has significant influence; for the functional products, consumer perception of risk in close There will be convergence of supply chain relationship, enlargement in loose supply chain relationship will; for hedonic products, perceived risk and perceived risk in different coupling direction under the supply chain relationship is not significant; for the high rate of products, consumers perceived risk will occur in the amplification of tight relations of supply chain, occurrence the convergence in loose supply chain will; for low rate products, consumers perceived risk will occur in the close relationship between the convergence of supply chain, the supply chain loose relationship will be amplified. Finally, the conclusion of the research paper, research innovation and research limitations make summary, combined with the related conclusions proposed some suggestions on government market supervision and enterprise business practice.
【学位授予单位】：中国矿业大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F724.6;F274
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本文编号：1534437
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