B2C电子商务中零售商道德对消费者重购意愿的影响

发布时间：2021-09-23 05:06

　　随着互联网的发展日新月异,基于互联网的电子商务也迅速壮大起来,其种类也在不断增多。与传统实体店相比,电子商务为消费者和零售商提供了诸多便利。消费者不但能以更加优惠的价格在线购买产品或服务,而且这种购买还能突破时空限制,例如在亚马逊上购买国外产品。而从事电子商务的零售商也无需像传统零售商那样拥有实体店,其销售活动也突破了时空的限制,这大大节省了运营成本。由于巨大的实用性和便利性,近些年电子商务已在全世界迅速发展起来。作为电子商务新兴发展国越南,电子商务在实际运行中出现了一些问题,其中至为关键的是越南电子商务市场消费者普遍关注的电子商务商家的道德问题。鉴于此,本研究以电子商务开始蓬勃兴起的越南为背景,主要探讨了越南国电子商务消费中零售商的道德问题。具体而言,研究将背景置于越南这一电子商务新兴发展国,重点探讨越南国电子商务（B2C）中零售商的道德问题及其对消费者在线重复购买行为的影响,其结论具有非常重要的现实意义与参考价值。现有研究发现B2C电子商务中零售商的道德问题仍是影响越南国在线消费者购买行为的最主要因素之一,而且电子商务新兴国发展的实际要求研究者深入探究电子商务零售商道德（CPEER... 

【文章来源】：湖南大学湖南省 211工程院校 985工程院校 教育部直属院校

【文章页数】：173 页

【学位级别】：博士

【文章目录】：
摘要
Abstract
List of acronyms
Chapter 1 Introduction
    1.1 Overview of e-commerce
        1.1.1 Definition of e-commerce
        1.1.2 Classification of e-commerce
        1.1.3 Genesis and development process of e-commerce
    1.2 Problem background
    1.3 Research objectives and significances
        1.3.1 Research objectives
        1.3.2 Research significance
    1.4 Research scope
    1.5 Research methodology
    1.6 Thesis structure
Chapter 2 Theoretical background and literature review
    2.1 Theoretical background
        2.1.1 Ethical theories
        2.1.2 Behavioral theories
    2.2 Literature review
        2.2.1 Overview of marketing ethics
        2.2.2 Ethics of e-retailer in their consumer perspective
        2.2.4 Relationship between retailers' ethics and repurchase intention
Chapter 3 Conceptual model and hypothesis
    3.1 Conceptual model
    3.2 Hypothesis development
        3.2.1 Retailers' ethics and consumer trust
        3.2.2 Consumer trust and consumer perceived uncertainty
        3.2.3 Consumer repurchase intention and its antecedents
        3.2.4 Moderation of consumers' online shopping habit
        3.2.5 Moderation of country
Chapter 4 Research methodology
    4.1 Generalization of research methodology
    4.2 Questionnaire design
        4.2.1 Scales measurement
        4.2.2 Questionnaire layout
    4.3 Sampling design
        4.3.1 Target population and sample size
        4.3.2 Data collection technique
    4.4 Data analysis
        4.4.1 Descriptive statistical analysis
        4.4.2 Exploratory factor analysis(EFA)
        4.4.3 Confirmatory factor analysis(CFA)
        4.4.4 Reliability and validity
        4.4.5 Structural equation modeling(SEM)
        4.4.6 Multi-group analysis
Chapter 5 Data analysis results
    5.1 Development a new CPEER scale
        5.1.1 Item generation
        5.1.2 Item purification
        5.1.3 Construct validation
            5.1.3.1 Demographic information
            5.1.3.2 Reliability and validity testing
    5.2 Impact of retailers' ethics on repurchase intention analysis
        5.2.1 Profile of the sample
        5.2.2 Descriptive statistics analysis
        5.2.3 Measurement scale assessment
        5.2.4 Structural Equation Modeling(SEM)
        5.2.5 Comparison between China and Vietnam
Chapter 6 Research conclusion and discussion
    6.1 Research conclusion
    6.2 Research discussion
        6.2.1 CPEER scale
        6.2.2 Retailers' ethics and repurchase intention
        6.2.3 Trust and perceived uncertainty,repurchas e intention
        6.2.4 Perceived uncertainty and repurchase intention
        6.2.5 Moderation of shopping habit
        6.2.6 Moderation of country
    6.3 Research implications
        6.3.1 Theoretical implications
        6.3.2 Managerial implications
    6.4 Limitations and future research
        6.4.1 Research limitations
        6.4.2 Direction for future research
References
Appendix 1 List of publications
Appendix 2 Questionnaire
Acknowledgement



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