本文關(guān)鍵詞：基于TAM模型的B2C電子商務(wù)網(wǎng)站質(zhì)量對消費者態(tài)度影響的研究　出處：《東華大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： TAM模型 網(wǎng)站質(zhì)量 消費者態(tài)度 電子商務(wù) 網(wǎng)絡(luò)購物

【摘要】：信息時代下網(wǎng)絡(luò)購物以其在時間、地域以及商品選擇等方面的強(qiáng)大優(yōu)勢,越來越成為一種主流的購物方式,在原本淘寶一家獨大的時候,垂直類電商模式吸引了很多人的興趣,漸漸的垂直電商成為在電商市場立足的一種方式。而在垂直電商市場發(fā)展達(dá)到飽和的時候,各垂直電商又將開始覬覦其他電商市場,所以有實力的垂直電商最終也會慢慢向綜合電商的方向發(fā)展。于是各大型B2C網(wǎng)站逐漸演變?yōu)榫W(wǎng)上的百貨商場,產(chǎn)品種類保羅萬千,而綜合性就意味著產(chǎn)品同質(zhì)化越來越嚴(yán)重,隨著物流服務(wù)體系也越來越成熟,于是除去產(chǎn)品本身,電商網(wǎng)站本身的構(gòu)建質(zhì)量對消費者的購物體驗產(chǎn)生著越來越大的影響,成為這些B2C網(wǎng)站經(jīng)營至關(guān)重要的問題。 本研究對TAM模型的提出及其在電子商務(wù)中的應(yīng)用,電子商務(wù)網(wǎng)站評價尤其是網(wǎng)站質(zhì)量的研究,以及網(wǎng)站質(zhì)量對于消費者態(tài)度影響的研究進(jìn)行了詳細(xì)的梳理和總結(jié)分析。從而構(gòu)建了包含信息質(zhì)量,系統(tǒng)質(zhì)量,服務(wù)質(zhì)量三個測量維度共16個二級測量指標(biāo)的電子商務(wù)網(wǎng)站質(zhì)量測量指標(biāo)體系,并立足于TAM模型探討網(wǎng)站質(zhì)量對網(wǎng)絡(luò)消費者態(tài)度的影響。通過對209名網(wǎng)絡(luò)購物者的問卷調(diào)查,建立結(jié)構(gòu)方程模型并對其進(jìn)行驗證,研究結(jié)果證明了TAM模型對于預(yù)測網(wǎng)絡(luò)消費者態(tài)度的有效性。研究發(fā)現(xiàn)電子商務(wù)網(wǎng)站的信息質(zhì)量,系統(tǒng)質(zhì)量,服務(wù)質(zhì)量不對消費者態(tài)度產(chǎn)生直接影響,而是通過對中介變量感知易用、感知有用,間接影響消費者態(tài)度；值得注意的是信息質(zhì)量、服務(wù)質(zhì)量對感知易用和感知有用均有顯著的積極影響,而系統(tǒng)質(zhì)量只對感知易用有顯著的積極影響,對感知有用則通過感知易用產(chǎn)生間接影響,這可能是因為網(wǎng)站系統(tǒng)質(zhì)量側(cè)重于基于技術(shù)以及操作使用給消費者帶來的體驗(感知易用性),并不直接提供有用的信息和服務(wù)(感知易用性)；從路徑效果分析來看,信息質(zhì)量對態(tài)度產(chǎn)生的間接效果總和為0.399,系統(tǒng)質(zhì)量對態(tài)度產(chǎn)生的間接效果總和為0.113,服務(wù)質(zhì)量對態(tài)度產(chǎn)生的間接效果總和為0.753,因此從本研究來看,服務(wù)質(zhì)量是B2C電子商務(wù)網(wǎng)站提升用戶態(tài)度的關(guān)鍵質(zhì)量維度；研究結(jié)果亦證實了消費者的感知易用會影響感知有用,二者都對消費者態(tài)度有顯著的積極影響。 基于研究結(jié)果,本研究對目前B2C電子商務(wù)網(wǎng)站構(gòu)建提出了營銷實務(wù)建議。B2C電子商務(wù)網(wǎng)站的構(gòu)建需圍繞用戶的感知易用性和感知有用性力求為用戶提供最大的便利和價值。從網(wǎng)站服務(wù)質(zhì)量來說,通過互動與個性化服務(wù)提升用戶體驗是關(guān)鍵；從電商網(wǎng)站的系統(tǒng)質(zhì)量來說,主要強(qiáng)調(diào)提升顧客的操作易用性,創(chuàng)造傻瓜式的自主購物流程和操作向?qū)�；從電商網(wǎng)站的信息質(zhì)量來說,主要是提高用戶對于信息獲得和理解的容易度。 但隨著電子商務(wù)的蓬勃發(fā)展,電子商務(wù)網(wǎng)站也面臨更加復(fù)雜的技術(shù)環(huán)境和消費環(huán)境,電子商務(wù)網(wǎng)站質(zhì)量對消費者態(tài)度影響在不同的技術(shù)條件,消費人群,行業(yè)及產(chǎn)品特性下如何發(fā)生作用,還有待進(jìn)一步的研究探討。
[Abstract]:Under the information age network by shopping at the time of its strong superiority and regional commodity selection, has increasingly become a mainstream way of shopping, the original Taobao in a single large, vertical class electricity supplier model attracted a lot of interest, the vertical gradually become a way to gain a foothold in the electricity market. In the vertical electricity supplier market reached saturation when the vertical electric and other electricity providers began to covet the market, so the strength of the vertical electric will slowly to the comprehensive business direction. So the large B2C site gradually evolved into the online mall, product type and comprehensive on the thousands of Paul, means that the product homogeneity is more and more serious, with the logistics service system is becoming more and more mature, so the removal of the product itself, the construction quality of the electricity supplier website itself the consumer shopping experience produced more The greater the impact of the B2C web site is a crucial issue.
In this study, put forward and its application in e-commerce TAM model, e-commerce website evaluation especially on site quality, and the effect of website quality on consumer sentiment detailed combing and summary analysis. In order to construct including information quality, system quality, measurement index system of e-commerce website quality service quality three a total of 16 dimensions of two level measurement indexes, and based on the TAM model to discuss the effect of website quality on Internet consumer attitudes. Through a questionnaire survey of 209 online shoppers, establish a structural equation model and its verification, the results prove the effectiveness of TAM model for prediction of network consumer attitudes. Found that the quality of information, electronic commerce website system directly affects the quality of service quality, not consumer attitude, but through the intermediary variables of perception Ease of use, perceived usefulness, indirect effects on consumer attitude; it is worth noting that the information quality, service quality and perceived usefulness for easy positive impact significantly on the perceived quality of the system, but only to the perceived ease of use have a significant positive impact on perceived usefulness, perceived ease of use through the indirect impact, this may be because the site the quality of the system focused on technology and operation experience brought to consumers (based on perceived ease of use), does not directly provide useful information and services (perceived ease of use); from the path analysis, the sum of the indirect effect of information quality on the attitude of the 0.399, the total indirect effect on the quality of the attitude system 0.113, the sum of the indirect effect of service quality on the attitude of 0.753, so in this study, the quality of service quality is the key dimensions of the B2C electronic commerce website to enhance the user's attitude; The results also confirm that the perceived ease of use of consumers will affect perceived usefulness, and all of the two have a significant positive impact on consumer attitudes.
Based on the research results, the research on the current B2C e-commerce website construction puts forward practical suggestions of marketing of.B2C e-commerce websites need to focus on the user's perceived ease of use and perceived usefulness in order to provide maximum convenience and value for users. The website service quality, through interactive and personalized service is the key to enhance the user experience; from the system quality of website of business, mainly emphasizes the customer's ease of operation, to create a fool independent shopping process and operation guide; information quality from the electricity supplier website, mainly is to improve the user for information access and understand easily.
But with the rapid development of e-commerce, e-commerce sites are facing more complex technology environment and consumer environment, e-commerce website quality on consumer attitudes influence in the technical conditions, different consumer groups, how the role of industry and product characteristics, also need further study.

【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F724.6;F274;F224

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本文編號：1378257