本文選題：運(yùn)費(fèi)險(xiǎn) + 網(wǎng)購��； 參考：《天津大學(xué)》2014年碩士論文

【摘要】：隨著我國網(wǎng)絡(luò)零售交易規(guī)模的迅速擴(kuò)大,網(wǎng)絡(luò)購物市場的競爭也日趨激烈。特別是隨著B2C業(yè)務(wù)模式的強(qiáng)勁增長,C2C業(yè)務(wù)模式的增長速度相應(yīng)放緩。B2C企業(yè)相對于C2C賣家具有更高知名度的優(yōu)勢對C2C網(wǎng)站的交易產(chǎn)生了一定的沖擊。針對這種現(xiàn)象的出現(xiàn),淘寶作為我國C2C交易平臺的領(lǐng)軍者,聯(lián)合華泰保險(xiǎn)推出了運(yùn)費(fèi)險(xiǎn)這一新興險(xiǎn)種來彌補(bǔ)C2C交易的劣勢,自推出后獲得了較大成功的同時(shí)也受到部分淘寶賣家的詬病�；谶@一背景,本文對運(yùn)費(fèi)險(xiǎn)產(chǎn)生影響背后的作用機(jī)理進(jìn)行了探討性研究,并且針對部分淘寶賣家所反映的實(shí)際問題進(jìn)行了運(yùn)費(fèi)險(xiǎn)適用情景的研究,以期為淘寶賣家的實(shí)際經(jīng)營活動(dòng)提供一定的參考和指導(dǎo)價(jià)值。本文首先結(jié)合相關(guān)機(jī)構(gòu)的市場調(diào)研數(shù)據(jù),對選題背景進(jìn)行了簡要的闡述,并據(jù)此指出了本文的研究意義。然后,通過對國內(nèi)外消費(fèi)者購買意愿及其影響因素和運(yùn)費(fèi)險(xiǎn)研究現(xiàn)狀的梳理,發(fā)現(xiàn)其中存在的不足和研究空白點(diǎn),結(jié)合消費(fèi)者在網(wǎng)絡(luò)購物過程中所關(guān)注的信譽(yù)等級和價(jià)格等因素,構(gòu)建了本文的理論假設(shè)體系。針對所提出的研究假設(shè),本文利用了實(shí)證研究的方法,通過構(gòu)建虛擬購物情景對其進(jìn)行了驗(yàn)證,結(jié)果發(fā)現(xiàn)退貨運(yùn)費(fèi)險(xiǎn)能夠顯著降低消費(fèi)者的感知風(fēng)險(xiǎn),提高信任水平,進(jìn)而對消費(fèi)者的購買意愿產(chǎn)生積極的影響。并且信譽(yù)等級、價(jià)格和退貨運(yùn)費(fèi)險(xiǎn)呈現(xiàn)方式均對消費(fèi)者的購買意愿產(chǎn)生了不同程度的調(diào)節(jié)作用。最后,根據(jù)實(shí)驗(yàn)結(jié)果提出C2C商家應(yīng)根據(jù)自身信譽(yù)等級和出售商品的價(jià)格水平選擇合理的退貨運(yùn)費(fèi)險(xiǎn)策略,以便在提高銷售額的基礎(chǔ)上盡可能的降低經(jīng)營成本。
[Abstract]:With the rapid expansion of the scale of online retail transactions in China, the competition in the online shopping market is becoming increasingly fierce. In particular, with the strong growth of B2C business model, the growth rate of C2C business model has slowed down. Compared with C2C sellers, B2C enterprises have the advantage of being more well-known than C2C sellers, which has a certain impact on C2C website transactions. In view of this phenomenon, Taobao, as the leader of C2C trading platform in China, has introduced freight insurance as a new insurance to make up for the disadvantage of C2C trading. Since the launch of a greater success, but also by some Taobao sellers of criticism. Based on this background, this paper discusses the mechanism behind the impact of freight insurance, and studies the applicable scenarios of freight insurance for some Taobao sellers. With a view to Taobao seller's actual business activities to provide a certain reference and guidance value. In this paper, the background of the topic is briefly expounded, and the significance of the research is pointed out. Then, by combing the domestic and foreign consumers' willingness to buy and their influencing factors and the current research situation of freight insurance, we find that there are shortcomings and gaps in the research. Combining with the factors such as credit rating and price which consumers pay attention to in the process of online shopping, this paper constructs the theoretical hypothetical system of this paper. In view of the proposed research hypothesis, this paper uses the method of empirical research to verify it by constructing a virtual shopping scenario. The results show that the return freight insurance can significantly reduce the perceived risk of consumers and improve the level of trust. In turn, the consumer's willingness to buy has a positive impact. And the credit rating, price and return freight insurance have different effects on consumers' willingness to buy. Finally, according to the experimental results, C2C merchants should choose reasonable return freight insurance strategy according to their credit rating and the price level of goods sold, so as to reduce operating cost as far as possible on the basis of increasing sales volume.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F842.6;F724.6;F713.55

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