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  本文關鍵詞： 支付意愿 茶葉電子商務 感知風險 滿意度　出處：《福建農(nóng)林大學》2010年碩士論文　論文類型：學位論文

【摘要】： 20世紀后期,電子商務逐漸在世界范圍內(nèi)興起,并且對人類的社會經(jīng)濟和生活產(chǎn)生了越來越大的影響。隨著電子商務的蓬勃發(fā)展,電子商務已經(jīng)成為21世紀增長速度最快的行業(yè),作為信息技術革命最偉大的技術成果之一,電子商務已經(jīng)成為當代世界社會經(jīng)濟發(fā)展最主要動力。 我國是茶葉生產(chǎn)和消費大國,目前我國茶葉銷售主要還是以傳統(tǒng)的店鋪為主,茶葉在網(wǎng)上的銷售額在全國茶葉銷售總額中所占比例微不足道,迄今為止沒有一例比較成功的茶葉電子商務案例。究其原因,現(xiàn)階段茶葉消費者很少在網(wǎng)上購買茶葉的主要原因有:1、不習慣在網(wǎng)上購物2、可能上當受騙3、網(wǎng)上支付不安全4、茶葉質(zhì)量沒法保證等。因此,筆者提出對茶葉消費者支付意愿和茶葉電子商務之間的關系進行系統(tǒng)和深入的研究,以明確消費者支付意愿與茶葉電子商務的相關關系,以便更好的幫助和推動茶葉電子商務的發(fā)展。 本研究以福州市作為樣本采集地,放調(diào)查問卷261份,回收有效問卷220份,調(diào)查福州消費者網(wǎng)上購買茶葉支付意愿的影響因素。分析結果表明:消費者網(wǎng)上支付意愿的程度對茶葉電子商務建設至關重要,如何提高茶葉消費者網(wǎng)上購買茶葉的支付意愿是茶葉電子商務建設過程之中的首要議題。樣本分析結果表明:當消費者對茶葉電子商務的了解越少,消費者網(wǎng)上購買茶葉的意愿就越低,消費者對茶葉電子商務了解程、感知風險和滿意度與消費意愿之間存在正相關關系,即茶葉消費者對茶葉電子商務越熟悉,則其網(wǎng)上購買茶葉的消費意愿就越高,社會風險與購買意愿之間存在微弱負相關關系。 據(jù)此,筆者認為為了增強茶葉電子商務網(wǎng)站對茶葉消費者的吸引力應該從一下四個方面入手:1.加強完善茶葉電子商務平臺的服務體系;2.提高網(wǎng)上支付的安全程度; 3.健全網(wǎng)上茶葉銷售標準化體系; 4.選擇先進的物流模式;5.建立茶葉電子商務平臺的信用體系。
[Abstract]:In 20th century, electronic commerce gradually rose in the world, and it has more and more influence on the social economy and life of human beings. With the rapid development of electronic commerce. In 21th century, electronic commerce has become the fastest growing industry. As one of the greatest technological achievements of the information technology revolution, electronic commerce has become the main driving force of the social and economic development in the contemporary world. China is a large country in tea production and consumption. At present, the tea sales in our country are mainly based on traditional shops, and the sales of tea on the net account for a negligible proportion of the total sales of tea in the whole country. So far there is not a relatively successful case of tea e-commerce. The reason is that tea consumers rarely buy tea on the Internet at this stage the main reason is: 1, not accustomed to online shopping 2. May be cheated 3, online payment insecurity 4, tea quality can not be guaranteed. Therefore, the author proposed a systematic and in-depth study on the relationship between tea consumers' willingness to pay and tea e-commerce. In order to clarify the relationship between consumers' willingness to pay and tea e-commerce, in order to better help and promote the development of tea e-commerce. In this study, Fuzhou was taken as the sampling place, 261 questionnaires were collected and 220 valid questionnaires were collected. The results show that the degree of consumers' willingness to pay online is very important to the construction of electronic commerce of tea. How to improve the tea consumers' willingness to pay for the purchase of tea online is the most important issue in the process of building tea e-commerce. The sample analysis results show that: the less consumers know about tea e-commerce. The lower the consumers' willingness to buy tea on the Internet, the more familiar the tea consumers are with the tea e-commerce, the perceived risk and satisfaction are positively related to the consumption will. The higher the consumption willingness of tea is, the less negative correlation exists between social risk and purchase intention. Accordingly, the author thinks that in order to enhance the appeal of tea e-commerce website to tea consumers, we should start with the following four aspects: 1. Strengthen and perfect the service system of tea e-commerce platform; 2. Improving the security of online payment; 3. Perfect the standardization system of tea sale on line; 4. Choosing advanced logistics mode; 5. Establish the credit system of tea e-commerce platform.
【學位授予單位】：福建農(nóng)林大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F426.82;F724.6

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本文編號：1462283