本文選題：網(wǎng)購失敗 + 退換貨��； 參考：《華中師范大學(xué)》2015年碩士論文

【摘要】：我國的B2C等電子商務(wù)網(wǎng)站在最近幾年迅猛發(fā)展,網(wǎng)購發(fā)展速度也是迅速,購物網(wǎng)站競爭趨勢愈演愈烈,許多多原本做物流的企業(yè)也加入電子商務(wù)的陣營。當(dāng)今日益激烈的網(wǎng)購市場競爭中,及時了解網(wǎng)購失敗對網(wǎng)購態(tài)度的影響、消費(fèi)者對網(wǎng)購過程的感知,對B2C等電子商務(wù)企業(yè)努力提高產(chǎn)品和服務(wù)品質(zhì),進(jìn)而提升競爭力作用是顯而易見的。本文就結(jié)合了人們購物時的體驗(yàn)狀況,將網(wǎng)購失敗、退換貨作為自變量,將網(wǎng)購態(tài)度作為因變量,探索自變量和因變量之間的路徑關(guān)系,通過模型幫助企業(yè)管理者了解顧客行為意向,探測未來電子商務(wù)市場的發(fā)展方向,有助于商家更好地應(yīng)對市場的變化。本文主要是在網(wǎng)購背景下,研究消費(fèi)者網(wǎng)購失敗對退換貨和網(wǎng)購態(tài)度的影響關(guān)系。旨在通過此次研究,一方面豐富營銷學(xué)理論；另一方面為電子商務(wù)商家提高市場市場競爭力提供一些良好的建議。本文主要內(nèi)容如下：第一章介紹了國內(nèi)網(wǎng)購的背景、研究意義和研究框架；第二章對顧客滿意度理論、態(tài)度和意圖理論、網(wǎng)購失敗理論、退換貨、風(fēng)險和信任理論進(jìn)行文獻(xiàn)綜述；第三章在參考前人研究的基礎(chǔ)上提出了三個假設(shè),并且做出了結(jié)構(gòu)方程模型概念圖；第四章詳細(xì)闡述了研究樣本數(shù)據(jù)的來源及樣本抽樣的方法；第五章詳細(xì)闡述了實(shí)證分析所需要的信度、效度檢驗(yàn),進(jìn)行模型擬合度分析,對假設(shè)進(jìn)行檢驗(yàn)；第六章對前面五個章節(jié)所做鋪墊進(jìn)行整理,分析假設(shè)檢驗(yàn)結(jié)果,然后對全文進(jìn)行總結(jié),并對電子商務(wù)商家提供了一些良好的建議。本研究最后的結(jié)論是：網(wǎng)購失敗對退換貨有顯著的正向影響；網(wǎng)購失敗對網(wǎng)購態(tài)度有負(fù)向影響,但是影響不顯著；退換貨對網(wǎng)購態(tài)度有負(fù)向影響,影響不顯著。本研究運(yùn)用結(jié)構(gòu)方程模型、AMOS和SPSS等技術(shù)進(jìn)行實(shí)證研究。本研究的創(chuàng)新之處是：第一,結(jié)合網(wǎng)上一些網(wǎng)友發(fā)布的購物案例,定義了什么是網(wǎng)購失敗,對網(wǎng)購失敗和由消費(fèi)者自身原因買到不合適的產(chǎn)品進(jìn)行了區(qū)分。第二,構(gòu)建了網(wǎng)購失敗、退換貨和網(wǎng)購失敗三個潛在變量的結(jié)構(gòu)方程模型圖,并進(jìn)行了驗(yàn)證。
[Abstract]:In recent years, B2C and other e-commerce websites in our country are developing rapidly, the speed of online shopping is also rapid, the competition trend of shopping websites is becoming more and more fierce, many enterprises that originally do logistics also join the camp of electronic commerce. In today's increasingly fierce online shopping market competition, timely understanding of the impact of online shopping failure on online shopping attitude, consumers' perception of the online shopping process, and B2C and other e-commerce enterprises strive to improve the quality of products and services. Thus, the role of enhancing competitiveness is obvious. This paper combines the experience of people shopping, the failure of online shopping, the return of goods as independent variables, online shopping attitude as dependent variables, to explore the relationship between independent variables and dependent variables, Through the model to help managers understand customer behavior intention, explore the future development direction of e-commerce market, and help businesses better cope with the changes of the market. Under the background of online shopping, this paper studies the relationship between the failure of online shopping and the attitude of return and purchase. The purpose of this study is to enrich the theory of marketing on the one hand, and to provide some good suggestions for e-commerce businesses to improve their market competitiveness on the other hand. The main contents of this paper are as follows: the first chapter introduces the background, significance and research framework of domestic online shopping; the second chapter introduces the customer satisfaction theory, attitude and intention theory, online purchase failure theory, return and exchange. In chapter 3, three hypotheses are put forward based on previous studies, and the concept map of structural equation model is made. Chapter 4 describes the source of sample data and the method of sample sampling in detail. The fifth chapter elaborates the reliability and validity test of empirical analysis, carries on the model fitting analysis, carries on the test to the hypothesis; the sixth chapter carries on the arrangement to the preceding five chapters, analyzes the hypothesis test result, Then it summarizes the full text and provides some good suggestions to e-commerce merchants. The final conclusions of this study are as follows: the failure of online purchase has a significant positive effect on the return and exchange of goods; the failure of online shopping has a negative effect on the attitude of online shopping, but the effect is not significant; the negative effect of returning and exchanging goods on the attitude of online purchase is not significant. In this study, structural equation model Amos and SPSS are used to carry out empirical research. The innovations of this study are as follows: first, combined with the online shopping cases published by some netizens, the author defines what is the failure of online shopping, and distinguishes between the failure of online shopping and the purchase of inappropriate products by consumers themselves. Secondly, the structure equation model diagram of three potential variables of online purchase failure, return and purchase failure is constructed and verified.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F713.55

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本文編號：1959658