本文關(guān)鍵詞：B2C模式下消費(fèi)者在線定制購(gòu)買意愿研究　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： B2C模式 信任 在線定制購(gòu)買意愿

【摘要】：近年來(lái),隨著互聯(lián)網(wǎng)的迅速發(fā)展,消費(fèi)者對(duì)B2C電子商務(wù)的需求迅速攀升。與此同時(shí),隨著經(jīng)濟(jì)發(fā)展,消費(fèi)者的行為正在發(fā)生改變,同質(zhì)化的消費(fèi)已經(jīng)不能滿足消費(fèi)者的需求,個(gè)性化、多樣化的消費(fèi)模式日漸凸顯。但是人們對(duì)網(wǎng)絡(luò)交易的不信任已經(jīng)嚴(yán)重阻礙了我國(guó)B2C電子商務(wù)在線定制的健康發(fā)展。信任影響消費(fèi)者的購(gòu)買行為,是研究在線定制購(gòu)買意愿的重要變量。很多學(xué)者對(duì)互聯(lián)網(wǎng)電子商務(wù)的信任因素、消費(fèi)者購(gòu)買意愿進(jìn)行研究,但對(duì)于在線定制購(gòu)買方面的研究比較缺乏,并且定制產(chǎn)品在很多方面有別與傳統(tǒng)產(chǎn)品(例如在制作過(guò)程中需要購(gòu)買者的參與,商家和購(gòu)買者的溝通增加等),因此之前學(xué)者們的研究結(jié)果無(wú)法完全復(fù)制到在線定制中。以國(guó)內(nèi)外電子商務(wù)領(lǐng)域關(guān)于信任的現(xiàn)有研究為基礎(chǔ)并考慮我國(guó)國(guó)情,研究哪些因素增進(jìn)消費(fèi)者在線信任并影響消費(fèi)者的選擇,具有重要意義。本文在對(duì)信任影響因素、在線購(gòu)買、在線定制研究成果進(jìn)行文獻(xiàn)研究的基礎(chǔ)上,將B2C模式下在線定制購(gòu)買意向影響因素概括為三個(gè)方面:消費(fèi)者個(gè)性特征(包括視覺(jué)美感中心性和顧客定制敏感性)、商家特征(包括商家聲譽(yù)和服務(wù)質(zhì)量)及網(wǎng)站特征(包括網(wǎng)站安全性、網(wǎng)站聲譽(yù)、網(wǎng)站設(shè)計(jì)和網(wǎng)站知名度)共8個(gè)影響變量,并建立了以信任為中介變量的消費(fèi)者在線定制購(gòu)買意愿模型。本論文采用問(wèn)卷調(diào)查法,共收集問(wèn)卷407份,運(yùn)用SPSS 21.0進(jìn)行分析,經(jīng)過(guò)統(tǒng)計(jì)分析,結(jié)果顯示在B2C模式下8個(gè)影響因素對(duì)信任有顯著影響,信任對(duì)消費(fèi)者在線定制購(gòu)買意愿影響顯著,感知價(jià)格在信任與消費(fèi)者在線定制購(gòu)買意愿間起調(diào)節(jié)作用。按照因素對(duì)信任的影響,從大到小依次是視覺(jué)美感中心性、商家聲譽(yù)、服務(wù)質(zhì)量、顧客定制敏感性、網(wǎng)站安全性、網(wǎng)站知名度、網(wǎng)站設(shè)計(jì)、網(wǎng)站聲譽(yù)。在線定制的市場(chǎng)前景引起了很多企業(yè)的關(guān)注與重視,基于此營(yíng)銷背景,本文對(duì)B2C模式下信任影響因素、信任以及消費(fèi)者在線定制購(gòu)買意愿三者之間關(guān)系進(jìn)行研究,利用實(shí)證分析的結(jié)果,提出營(yíng)銷建議,為市場(chǎng)決策提供參考。
[Abstract]:In recent years, with the rapid development of the Internet, consumer demand for B2C e-commerce is rising rapidly. At the same time, with the economic development, consumer behavior is changing. Homogeneous consumption can not meet the needs of consumers, personalized. Diversification of consumption patterns is becoming increasingly prominent. But people's distrust of online transactions has seriously hindered the healthy development of online customization of B2C e-commerce in China. Trust affects consumers' purchase behavior. It is an important variable to study online custom-made purchase intention. Many scholars study the trust factor of Internet e-commerce and consumers' willingness to buy, but the research on online custom-made purchase is relatively lacking. And custom-made products are different from traditional products in many ways (such as the involvement of buyers in the manufacturing process, increased communication between merchants and buyers, etc.). Therefore, the previous research results can not be completely copied to online customization. Based on the existing research on trust in the field of electronic commerce at home and abroad, and considering the situation of our country. It is of great significance to study which factors enhance consumers' online trust and influence consumer's choice. Based on the research results of trust, online purchase and online customization, this paper makes a literature study on the influence factors of trust, online purchase and online customization. The influencing factors of online custom-made purchase intention under B2C mode are summarized as three aspects: consumer personality characteristics (including visual aesthetic centrality and customer customization sensitivity). Merchant characteristics (including merchant reputation and service quality) and website features (including website security, website reputation, website design and website visibility) have 8 variables. This paper adopts questionnaire method to collect 407 questionnaires and analyzes them with SPSS 21.0. Through statistical analysis, the results show that under the B2C model, eight factors have a significant impact on trust, and trust has a significant impact on consumers' online custom-made purchase willingness. Perceived price plays a regulatory role between trust and consumers' online custom-made purchase willingness. According to the influence of factors on trust, the order from big to small is visual aesthetic centrality, merchant reputation, service quality, customer customization sensitivity. Website security, website popularity, website design, website reputation. Online customization market prospects have attracted the attention and attention of many enterprises, based on this marketing background, this paper on the B2C model of trust factors. This paper studies the relationship between trust and consumers' online custom-made purchase intention, and puts forward marketing suggestions based on the results of empirical analysis to provide a reference for market decision-making.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274;F713.55

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