网购情境下顾客参与与感知价值、行为意向的关系研究

发布时间：2018-03-26 21:03

本文选题：网络购物　切入点：顾客参与　出处：《暨南大学》2014年硕士论文

【摘要】：现在中国网络购物行业高速发展，虽然如此，但是网络顾客的流失率也在逐渐增高，网络购物卖家的竞争越发激烈，国内外相关研究表明,顾客参与的程度能影响顾客的忠诚度并能提高商家的综合竞争力。网络购物作为一种新型的购物方式，同样具有顾客参与程度高的特点,同时结合网络购物群体在网购中的具体参与行为，通过研究在国内外相关文献,重新构建了网购坏境中顾客参与、行为意向以及顾客感知价值相互作用模型，本研究以杭州、广州等地网购人群作为问卷对象进行实证分析。分析结果如下: (1)本研究通过预试探索性因素分析得到网购环境下顾客参与问卷的结构维度，并进一步通过验证性因素分析验证，最终确定了网购环境下顾客参与的结构包括四个维度：前期准备、付出努力、信息分享、人际互动。 (2)顾客参与对顾客感知价值有显著影响。 (3)本研究通过回归分析分别探讨了前期准备、付出努力、信息分享、人际互动对行为意向之间的关系，，结果发现，网购情境下顾客参与各维度对行为意向具有显著的正向预测作用。网购情境当下顾客参与程度越高，行为意向的程度就越高。前期准备，在网购时付出的努力，信息分享以及人际互动也都影响顾客的行为意向。 (4)顾客感知价值对行为意向的各维度有显著影响。 (5)顾客感知价值对顾客参与及行为意向关系起显著中介作用。 (6)本研究还证实了不同人口统计变量(月收入以及月消费金额)在行为意向上确实存在显著性差异,而性别和学历对行为意向无显著差异。
[Abstract]:Although China's online shopping industry is developing at a high speed, the loss rate of online customers is also gradually increasing, and the competition of online shopping sellers is becoming more and more fierce. Relevant studies at home and abroad show that, The degree of customer participation can affect customer loyalty and improve the comprehensive competitiveness of merchants. As a new type of shopping mode, online shopping also has the characteristics of high degree of customer participation. At the same time, combined with the specific participation behavior of online shopping group in online shopping, through the study of relevant literature at home and abroad, This paper reconstructs the interaction model of customer participation, behavior intention and customer perceived value in the bad situation of online shopping. This study takes Hangzhou, Guangzhou and other places as the questionnaire objects for empirical analysis. The results are as follows:. 1) the structural dimension of customer participation questionnaire in online shopping environment is obtained by pre-exploratory factor analysis, and further verified by confirmatory factor analysis. Finally, the structure of customer participation in online shopping environment includes four dimensions: preparation, effort, information sharing and interpersonal interaction. 2) customer participation has a significant impact on customer perceived value. 3) the relationship between prepreparation, effort, information sharing, interpersonal interaction and behavior intention was studied by regression analysis. The higher the degree of customer participation in online shopping situation, the higher the degree of behavior intention. Information sharing and interpersonal interaction also affect the customer's behavior intention. (4) customer perceived value has significant influence on each dimension of behavior intention. 5) customer perceived value plays a significant intermediary role in customer participation and behavior intention relationship. 6) this study also proves that there are significant differences in behavioral intention between different demographic variables (monthly income and monthly consumption amount), but there is no significant difference between gender and academic background.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842

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