【摘要】：隨著網(wǎng)絡(luò)技術(shù)的高速發(fā)展,網(wǎng)絡(luò)購(gòu)物成為一種新興產(chǎn)業(yè)。網(wǎng)絡(luò)購(gòu)物快速、便捷,跨越時(shí)間和空間的限制,這些獨(dú)特優(yōu)勢(shì)吸引了越來(lái)越多的年輕消費(fèi)者,網(wǎng)絡(luò)購(gòu)物的全球化趨勢(shì)也愈發(fā)明顯。有報(bào)告指出,消費(fèi)者對(duì)網(wǎng)絡(luò)商家的不信任是導(dǎo)致購(gòu)物網(wǎng)站用戶流失的主要原因,消費(fèi)者的網(wǎng)絡(luò)信任問(wèn)題已經(jīng)阻礙了電子商務(wù)的健康發(fā)展。如何理解消費(fèi)者的網(wǎng)絡(luò)信任,不同文化的消費(fèi)者在何種情況下更愿意相信商家而產(chǎn)生網(wǎng)絡(luò)購(gòu)買意向,這些都是值得探討的問(wèn)題。 本研究采用問(wèn)卷調(diào)查的研究方法,以中芬大學(xué)生為例,對(duì)什么是消費(fèi)者的網(wǎng)絡(luò)信任進(jìn)行初步探討,并結(jié)合Hofstede的文化維度理論,考察了五個(gè)文化維度對(duì)消費(fèi)者在網(wǎng)絡(luò)購(gòu)物中信任與購(gòu)買意向關(guān)系的影響。圍繞這一目標(biāo),本研究進(jìn)行了如下的三個(gè)分研究： 研究一,通過(guò)文獻(xiàn)回顧,發(fā)現(xiàn)關(guān)于消費(fèi)者的網(wǎng)絡(luò)信任問(wèn)卷和Hofstede的文化維度量表在中國(guó)研究中缺少統(tǒng)一的修訂版本。為了能科學(xué)測(cè)查網(wǎng)絡(luò)購(gòu)物中信任的內(nèi)涵和文化對(duì)信任與購(gòu)買意向間關(guān)系的影響,本研究對(duì)相關(guān)的兩個(gè)西方量表進(jìn)行修訂。 研究二,選取中國(guó)武漢地區(qū)某大學(xué)的452名大學(xué)生和芬蘭東部約恩蘇地區(qū)某大學(xué)的204名大學(xué)生對(duì)他們的網(wǎng)絡(luò)購(gòu)物信任進(jìn)行問(wèn)卷調(diào)查。結(jié)果發(fā)現(xiàn)中芬大學(xué)生在網(wǎng)絡(luò)購(gòu)物信任中的能力、正直和仁慈三個(gè)維度上都有顯著差異。中國(guó)大學(xué)生更關(guān)注網(wǎng)絡(luò)信任中的正直信任和仁慈信任,而芬蘭大學(xué)生更關(guān)注能力信任。 研究三,檢驗(yàn)Hofstede文化維度理論中五個(gè)文化維度對(duì)消費(fèi)者網(wǎng)絡(luò)信任和購(gòu)買意向間關(guān)系的調(diào)節(jié)作用。發(fā)現(xiàn)在個(gè)體主義／集體主義、不確定性規(guī)避、權(quán)力距離和長(zhǎng)線思維四個(gè)維度上調(diào)節(jié)作用顯著,而男性氣質(zhì)／女性氣質(zhì)維度上不顯著。 最后,從相關(guān)文獻(xiàn)及本研究的研究設(shè)計(jì)和研究方法出發(fā),反思了本研究的一些不足,討論和展望了今后研究的設(shè)想及對(duì)未來(lái)研究的啟示,并針對(duì)網(wǎng)絡(luò)購(gòu)物中的買賣雙方信任關(guān)系建立提出了幾點(diǎn)建議。
[Abstract]:With the rapid development of network technology, online shopping has become a new industry. These unique advantages attract more and more young consumers. The trend of globalization of online shopping is becoming more and more obvious. The main reason for the loss of website users and the problem of consumers'network trust have hindered the healthy development of e-commerce.It is worth discussing how to understand consumers' network trust and under what circumstances consumers of different cultures are more willing to believe in merchants and generate online purchasing intention.
This research adopts the method of questionnaire survey and takes the Chinese and Finnish university students as an example to make a preliminary discussion on what is consumer's online trust. Combined with Hofstede's cultural dimension theory, this paper examines the influence of five cultural dimensions on the relationship between consumer's trust and purchase intention in online shopping. Three sub studies:
Research 1. Through literature review, we found that there was no uniform revision of the Internet Trust Questionnaire and Hofstede's Cultural Dimension Scale in Chinese research. In order to scientifically test the connotation of trust and the influence of culture on the relationship between trust and purchase intention in online shopping, we conducted two related western scales. Revision.
In the second study, 452 students from a university in Wuhan, China, and 204 students from a university in Jonsu, Eastern Finland, were selected to conduct a questionnaire survey on their online shopping trust. Note the integrity and trust in network trust, while Finland college students are more concerned about competence trust.
Research 3 examines the moderating effect of the five cultural dimensions of Hofstede's cultural dimension theory on the relationship between consumers'online trust and purchase intention.
Finally, based on the relevant literature and research design and research methods, this paper reflects on some shortcomings of this study, discusses and looks forward to the future research ideas and implications for future research, and puts forward some suggestions for the establishment of trust relationship between buyers and sellers in online shopping.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：B844.2

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