本文選題：包郵 + 網絡消費者　； 參考：《華南理工大學》2015年碩士論文

【摘要】：隨著互聯網消費的飛速發(fā)展,以及快遞服務逐漸遍布于全國各地,網絡消費者在進行購買決策時,除了通過從購物網站獲取到的商品質量信息和價格進行篩選之外,所選商品是否“包郵”也成為了消費者衡量商品價值、進而影響消費者購買意愿的重要因素。網絡商家們圍繞著商品“包郵”而展開的各種營銷策略一直層出不窮,諸如“九塊九包郵”、“全國包郵”、“購物滿XX元全場包郵”此類“包郵”的相關名詞爭相出現在各類商品的宣傳網頁上,吸引著大眾消費者的眼球。越來越多的網絡消費者和商家們不斷品嘗到商品“包郵”的好處,因此對商品“包郵”進行深入的研究無疑十分重要�？v觀現有文獻,近幾年來國內外有不少研究網絡消費者購買意愿的理論模型和研究成果,其中最主流的是通過顧客感知價值的角度來分析,但是針對“商品包郵”的研究卻是寥寥無幾。本文將借鑒目前國內外有關網絡消費者購買意愿的各種理論模型和研究成果,結合商品“包郵”這一特殊切入角度作影響性研究。筆者構建了一個全新的多變量關系模型,用感知利益、感知成本、感知風險這三個維度去測量感知價值。先從包郵的角度提出了網絡消費者購買意愿的影響因素,如有用性、易用性、貨幣成本、時間成本、未知性、損失性,再通過網絡消費者的感知價值作為中介變量對購買意愿產生影響。然后構建一個SEM結構方程模型來分析、評估和驗證各個變量之間的關系。本文通過問卷調查法收集樣本數據、使用SPSS Ins 22科學統(tǒng)計軟件對變量進行實證分析,并檢驗變量之間的關系。指出了包郵的有用性和易用性對網絡消費者的購買意愿有顯著的正面影響,包郵的貨幣成本和時間成本對網絡消費者的購買意愿沒有顯著影響,包郵的未知性和損失性對網絡消費者的購買意愿有顯著的負面影響。最后本文從網絡商家的角度來給出一些營銷建議、幫助其加深理解商品包郵的價值,幫助其更好地完善其營銷策略,提高商家自身的銷量和網絡知名度,進而提高他們的市場競爭力,最終為網絡市場的發(fā)展作出貢獻。
[Abstract]:With the rapid development of Internet consumption and the gradual spread of express delivery services throughout the country, Internet consumers, in addition to screening quality information and prices obtained from shopping websites, are making purchase decisions. Whether the selected goods are "shipped" has also become an important factor for consumers to measure the value of goods and thus affect consumers' willingness to buy. Various marketing strategies of online merchants around the commodity "package mail" have been emerging in endlessly, such as "nine yuan and nine packets" and "national package mail". The related terms of "shopping full XX yuan whole house package mail" appear in all kinds of goods propaganda web pages, attracting the attention of the masses of consumers. More and more online consumers and merchants continue to taste the benefits of merchandise "package mail", so it is undoubtedly very important to conduct in-depth research on commodity "package mail". Throughout the existing literature, in recent years, there are a lot of theoretical models and research results of online consumers' willingness to buy, the most mainstream of which is to analyze through the perspective of customer perceived value. But there are very few studies on merchandise parcel mail. This paper will draw lessons from various theoretical models and research results of online consumers' willingness to purchase at home and abroad, and make an impact study from the perspective of "package mail". The author constructs a new multivariable relationship model to measure perceived value from the three dimensions of perceived interest, perceived cost and perceived risk. From the perspective of package mail, this paper puts forward the influence factors of online consumers' willingness to buy, such as usefulness, ease of use, currency cost, time cost, unknown, loss, etc. Then the perceived value of online consumers as an intermediary variable has an impact on purchase intention. Then a SEM structural equation model is constructed to analyze, evaluate and verify the relationship between the variables. This paper collects the sample data by questionnaire, uses SPSS Ins22 scientific statistical software to carry on the empirical analysis to the variable, and examines the relation between the variables. It is pointed out that the usefulness and ease of use of package mail have a significant positive impact on the purchase intention of online consumers, while the monetary and time costs of package mail have no significant effect on the purchase intention of online consumers. Unknowns and losses have a significant negative impact on consumers' willingness to buy. Finally, this paper gives some marketing suggestions from the perspective of network merchants, helps them to understand the value of commodity package mail, helps them better improve their marketing strategy, and improves the sales volume and network awareness of the merchants themselves. Then improve their market competitiveness, and ultimately contribute to the development of the network market.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.55;F713.36

【參考文獻】

相關期刊論文 前1條

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本文編號：2000754