本文選題：跨境網(wǎng)購(gòu) + 感知價(jià)值�。� 參考：《華僑大學(xué)》2017年碩士論文

【摘要】：跨境電商是一個(gè)剛剛興起的行業(yè),跨境網(wǎng)絡(luò)購(gòu)物方式尚不成熟,且消費(fèi)者對(duì)此種購(gòu)物方式尚未熟悉。因此,獲得消費(fèi)者認(rèn)同,提高其購(gòu)買意愿是跨境電商能否獲得迅速發(fā)展的關(guān)鍵�；谘芯康男枰�,本文將跨境網(wǎng)購(gòu)限定為進(jìn)口方向的跨境網(wǎng)購(gòu),且將其界定為:若交易的主體、客體或交易物這三者至少有一個(gè)涉及了跨境的要素,則該購(gòu)買行為就是跨境網(wǎng)絡(luò)買行為,簡(jiǎn)稱“跨境網(wǎng)購(gòu)”,都屬于本文的研究范疇之內(nèi)。本研究側(cè)重于探索消費(fèi)者心理因素與跨境網(wǎng)絡(luò)購(gòu)買意愿間的關(guān)聯(lián)關(guān)系和關(guān)聯(lián)程度。首先在對(duì)相關(guān)研究文獻(xiàn)回顧的基礎(chǔ)上,依據(jù)顧客感知價(jià)值理論,以顧客信任(CT)為中介變量,構(gòu)建研究模型。提出消費(fèi)者異國(guó)文化認(rèn)同(ECI)、感知利益(PB)、感知成本(PC)以及感知風(fēng)險(xiǎn)(PR)能夠?qū)缇尘W(wǎng)購(gòu)意愿產(chǎn)生影響的研究假設(shè),共13個(gè)。其次,定義模型中6個(gè)潛變量的涵義,并設(shè)計(jì)相關(guān)測(cè)量問(wèn)項(xiàng)。將設(shè)計(jì)好的調(diào)研問(wèn)卷進(jìn)行發(fā)放,收集了152份有效預(yù)調(diào)研樣本數(shù)據(jù)。以這152份數(shù)據(jù)為載體,根據(jù)信效度分析結(jié)果,對(duì)問(wèn)卷進(jìn)行修改,確定最終調(diào)研問(wèn)卷。并展開(kāi)正式調(diào)研,獲得618份有效數(shù)據(jù),進(jìn)行實(shí)證分析,驗(yàn)證研究模型。實(shí)證研究結(jié)果得出,大部分研究假設(shè)均可得到實(shí)證數(shù)據(jù)的支持,但消費(fèi)者感知風(fēng)險(xiǎn)既不對(duì)顧客信任產(chǎn)生影響,對(duì)跨境網(wǎng)絡(luò)購(gòu)買意愿也不產(chǎn)生影響。最后,根據(jù)實(shí)證研究結(jié)果,結(jié)合實(shí)際情況,有針對(duì)性地提出了跨境電商提高顧客跨境網(wǎng)購(gòu)意愿的策略建議,認(rèn)為跨境電商應(yīng)重視提高顧客異國(guó)文化認(rèn)同、感知利益,并盡可能去降低顧客感知成本。此外,還應(yīng)重視顧客信任所發(fā)揮的重要的作用。本文以易于接受新興信息技術(shù)和追求時(shí)尚購(gòu)物方式的跨境網(wǎng)購(gòu)用戶為研究對(duì)象,基于消費(fèi)者心理的角度探索跨境網(wǎng)購(gòu)意愿的影響因素。探索我國(guó)消費(fèi)外流的原因,對(duì)完善跨境網(wǎng)絡(luò)購(gòu)物行為體系的研究具有一定的理論意義。此外,對(duì)跨境網(wǎng)購(gòu)用戶的購(gòu)買行為進(jìn)行研究,有利于加深跨境電商對(duì)顧客消費(fèi)行為的了解,進(jìn)而提高其營(yíng)銷決策的科學(xué)性。
[Abstract]:Cross-border e-commerce is a fledgling industry, cross-border online shopping is not yet mature, and consumers are not familiar with this way of shopping. Therefore, obtaining consumers' approval and increasing their willingness to buy is the key to the rapid development of cross-border e-commerce. Based on the needs of the research, this paper limits cross-border online shopping to import direction, and defines it as: if the subject, object or object of the transaction involves at least one element of the cross-border. Therefore, the purchase is a cross-border online purchase, referred to as cross-border online shopping, which belongs to the scope of this paper. This study focuses on the relationship between consumer psychological factors and cross-border network purchase intention. Firstly, based on the review of relevant research literature, based on the theory of customer perceived value and customer trust CTS as intermediary variable, the research model is constructed. There are 13 hypotheses that consumers' foreign cultural identity, perceived interest, perceived cost (PC) and perceived risk (PRA) can influence the willingness of cross-border online shopping. Secondly, the meaning of 6 latent variables in the model is defined, and the related measurement questions are designed. The designed questionnaire was distributed and 152 valid sample data were collected. Based on the results of reliability and validity analysis, the questionnaire was modified to determine the final questionnaire. In addition, 618 valid data were obtained, and the model was verified by empirical analysis. The empirical results show that most of the research hypotheses can be supported by empirical data, but consumer perceived risk has no effect on customer trust or cross-border network purchase intention. Finally, according to the empirical research results, combined with the actual situation, the paper puts forward the strategic suggestions of cross-border e-commerce companies to improve customers' willingness to purchase online across the border, and thinks that cross-border e-commerce companies should attach importance to enhancing customers' foreign cultural identity and perceived interests. And as far as possible to reduce customer perception costs. In addition, we should attach importance to the important role of customer trust. Based on consumer psychology, this paper explores the influence factors of cross-border online shopping willingness based on consumers' psychology, taking cross-border online shopping users who are receptive to new information technology and pursuing fashion shopping methods as the research object. Exploring the reasons of consumption outflow in China is of theoretical significance to improve the behavior system of cross-border online shopping. In addition, the research on the purchase behavior of cross-border online shopping users will help to deepen the understanding of cross-border e-commerce to customer consumption behavior, and then improve the scientific nature of their marketing decisions.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F713.55

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本文編號(hào)：1806762