本文關鍵詞： 網絡購物 顧客間互動 感知風險 購買意愿　出處：《沈陽大學》2015年碩士論文　論文類型：學位論文

【摘要】：20世紀末隨著網絡技術的不斷發(fā)展，網絡購物的顧客規(guī)模呈直線向上增長，網上購物已成為消費的主渠道。在網絡虛擬環(huán)境下，更多的消費者會通過網絡平臺（例如社區(qū)網絡評價、消費者購物留言板）與其他顧客進行互動，由于購物環(huán)境限制以及信息的不對稱性導致消費者無法直接接觸產品本身而導致購買的不確定性，在這樣的互動中可以很好的規(guī)避消費者的感知風險，使消費者本身達到很高的購買意愿。本研究選取有過網購經歷的消費者作為研究對象，選取顧客感知風險作為中介變量，從顧客間互動的角度來研究其對顧客購買意愿的影響。 首先，本文回顧了有關顧客間互動、感知風險和購買意愿的文獻資料，在此基礎上建立了顧客間互動、感知風險和購買意愿關系的理論模型，并采用問卷調查法收集數據，應用SPSS統(tǒng)計軟件進行數據分析，得到以下結論： （1）顧客間認知互動對顧客感知風險有顯著的負向影響；（2）顧客間情感互動對顧客的感知風險有顯著的負向影響；（3）顧客感知風險對顧客購買意愿有顯著的負向影響；（4）顧客間認知互動對顧客購買意愿產生顯著的正向影響；（5）顧客間情感互動對顧客購買意愿產生顯著的正向影響；（6）顧客感知風險在顧客間認知互動對顧客購買意愿影響關系中起部分中介作用；（7）顧客感知風險在顧客間情感互動對顧客購買意愿影響關系中起部分中介作用。 最后，本文對實證研究結果做出了解釋說明，并根據研究結果為網絡營銷管理尤其為網絡購物企業(yè)中的營銷服務提出了管理啟示和建議，同時也說明了本研究的局限性和未來進一步的研究方向。
[Abstract]:At the end of 20th century, with the continuous development of network technology, the customer scale of online shopping has been increasing in a straight line, and online shopping has become the main channel of consumption. More consumers interact with other customers through online platforms (such as social network reviews, consumer shopping message boards). Because of the limitation of shopping environment and the asymmetry of information, consumers can not directly contact the product itself and lead to the uncertainty of purchase. In this kind of interaction, the perceived risk of consumers can be avoided very well. In this study, consumers with experience of online shopping were selected as the research object, customer perceived risk as the intermediary variable to study the impact on customer purchase intention from the perspective of customer interaction. First of all, this paper reviews the literature about customer interaction, perceived risk and purchase intention. Based on this, a theoretical model of customer interaction, perceived risk and purchase intention is established, and the data are collected by questionnaire survey. The SPSS statistical software is used to analyze the data, and the following conclusions are obtained:. (1) Cognitive interaction among customers has a significant negative impact on perceived risk. (2) emotional interaction among customers has a significant negative impact on perceived risk among customers. 3) perceived risk has a significant negative impact on customer purchase intention. Significant positive impact of customer Cognitive interaction on customer purchase intention (5) emotional interaction among customers has a significant positive impact on customer purchase intention 6) customer perceived risk impact on customer purchase intention in customer Cognitive interaction. Customer perceived risk plays an intermediary role in the relationship between customer's emotional interaction and customer's purchase intention. Finally, the paper explains the results of empirical research, and puts forward some suggestions for the management of online marketing, especially for the marketing services in online shopping enterprises. At the same time, it also explains the limitations of this study and the future research direction.
【學位授予單位】：沈陽大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.36;F713.55

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