网络环境下消费者网络学习影响因素研究

发布时间：2018-05-20 17:49

本文选题：网络环境 + 网络消费者　；参考：《东北大学》2012年硕士论文

【摘要】：随着互联网快速的发展,越来越多的消费者进行网上购物。在当今网络购物盛行的情况下,有的消费者本着便捷和便宜的目的盲目的进行网购,而没有对其购买行为的各方面进行充分的学习和了解,以至于经常在网上购买到劣质产品、或者受广告影响上当受骗。而有些消费者面对这种情形竟忍气吞声,任由这种情形发生,这种行为一方面纵容了卖家继续坑害其他消费者,另一方面消费者没有维护自己的权益。所以,为了减少这种行为的发生,就需要消费者在各方面进行学习。那么,影响消费者进行网络学习的因素有哪些呢?本文进行了研究。本文通过对国内外相关文献进行查阅和整理,结合消费者学习的特点、网络消费者的特点及网络学习的特点,选取了消费者个体因素,网站特性认知和网络零售商这三个因素作为影响消费者网络学习的前因因素,选取感知网络学习易用和感知网络学习有用作为影响消费者网络学习的中介因素,并建立了研究模型和提出了本文的研究假设。根据理论和模型分析设计了问卷,采用定量与定性相结合的研究方法对回收的问卷数据进行了实证分析。根据统计分析结果证实了研究的构思假设基本上都成立。在消费者个体因素中消费者学习动机和网络经验通过感知网络学习易用的中介对网络学习均有正向影响。在网站特性认知中,网站互动性和网站设计质量通过感知网络学习易用的中介对网络学习行为均有正向影响。在网络零售商因素中零售商的信誉和零售商信息质量通过感知网络学习有用的中介对网络学习均有正向影响。感知有用性和感知易用性在模型分析中起到了中介作用。最后,根据本文研究的结论,本文针对网络消费者、购物网站和网络零售商提出了几点建议,同时也提出了本研究的不足和未来的研究方向。
[Abstract]:With the rapid development of the Internet, more and more consumers are shopping online. With the prevalence of online shopping today, some consumers blindly purchase online for the sake of convenience and cheapness, and do not fully study and understand all aspects of their purchasing behavior, so that they often buy inferior products on the Internet. Or be deceived by advertising. And some consumers can tolerate this situation and let it happen. On the one hand, this behavior connives the seller to continue harming other consumers, on the other hand, consumers do not defend their rights and interests. Therefore, in order to reduce the occurrence of this behavior, consumers need to learn in all aspects. So, what are the factors that affect consumers' e-learning? This article has carried on the research. In this paper, by consulting and collating the relevant literature at home and abroad, combining the characteristics of consumer learning, the characteristics of online consumers and the characteristics of online learning, the individual factors of consumers are selected. As the antecedents of consumer network learning, three factors, website characteristic cognition and network retailer, are selected as the intermediary factors which influence consumers' network learning, and the perceived network learning is easy to use and perceived network learning is useful. The research model is established and the research hypotheses of this paper are put forward. According to the theory and model analysis, the questionnaire is designed, and the quantitative and qualitative analysis method is used to analyze the collected questionnaire data. According to the results of statistical analysis, it is confirmed that the conceptual assumptions of the study are basically true. Among the individual factors of consumers, consumer learning motivation and network experience have positive effects on online learning by perceiving the easy-to-use intermediary of online learning. In the cognition of website characteristics, the interaction of website and the quality of website design have a positive effect on the behavior of online learning through the perception of the easy-to-use intermediary of online learning. Among the factors of online retailers, the reputation of retailers and the information quality of retailers have a positive effect on online learning by perceiving the useful intermediaries of online learning. Perceived usefulness and perceived usability play an intermediary role in model analysis. Finally, according to the conclusions of this study, this paper puts forward some suggestions for online consumers, shopping websites and online retailers, and also puts forward the shortcomings of this study and the future research direction.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.36

【参考文献】