本文選題：O2O電商 + 感知質(zhì)量��； 參考：《吉林大學》2017年碩士論文

【摘要】：近幾年,我國電子商務(wù)發(fā)展迅速,電商的快速擴張既給傳統(tǒng)實體商鋪帶來沖擊,也導(dǎo)致電商企業(yè)由于趨同的經(jīng)營方式競爭加劇,這使得電商企業(yè)開始探索與線下結(jié)合的經(jīng)營模式;而飽受沖擊的實體經(jīng)濟也尋求搭上線上電商的快車,因此就誕生了O2O電商。O2O電商將線上信息和機會與線下資源相結(jié)合的特點使得其具有獨特競爭優(yōu)勢,但也使如何協(xié)同提高消費者對線上線下資源的感知質(zhì)量來提升消費者購買可能性成為一個急需解決的問題。論文借鑒Hellier等人、Agarwal等人和Olsen提出的關(guān)于感知質(zhì)量、感知價值、感知風險、購買行為的模型理論,結(jié)合O2O電商的特點,采用數(shù)據(jù)調(diào)查方法,詳細分析了O2O環(huán)境下的客戶感知質(zhì)量對購買決策的影響,并構(gòu)建了影響模型,模型運算最終驗證了感知服務(wù)質(zhì)量、感知產(chǎn)品質(zhì)量、感知風險、感知價值、滿意度、忠誠度與購買意愿和行為之間的關(guān)鍵路徑。針對這些關(guān)鍵路徑,論文從區(qū)分感知質(zhì)量出發(fā),針對性的提出消除消費者對風險的感知,增強消費者對價值、滿意的感知,進而促使購買意愿和對O2O平臺消費忠誠的形成。論文的創(chuàng)新之處在于以下幾點:將信息系統(tǒng)理論中成熟的感知系統(tǒng)質(zhì)量、感知信息質(zhì)量、感知服務(wù)質(zhì)量等概念引入O2O購物系統(tǒng)的優(yōu)化研究,并根據(jù)O2O購物系統(tǒng)的特點納入新變量——感知產(chǎn)品質(zhì)量;同時納入感知價值視角和感知風險視角;利用計劃行為理論和行為主義心理學重新解釋新模型當中變量之間的關(guān)系,以更加適合O2O環(huán)境下的購物特點;將結(jié)構(gòu)方程理論和經(jīng)典中介效應(yīng)檢驗流程相結(jié)合,克服逐步回歸方程驗證的限制,增強中介效用的檢驗力。由于時間和精力的限制,論文沒有對比區(qū)分不同O2O實現(xiàn)方式下,消費者感知質(zhì)量對購買行為的影響異同。另外,鑒于O2O電商的獨特之處,論文的量表在量化O2O電商特點方面可能存在待完善的地方。
[Abstract]:In recent years, e-commerce in China has developed rapidly. The rapid expansion of e-commerce not only impacts the traditional physical stores, but also results in the competition of e-commerce enterprises intensified due to the convergence of business methods. This has led ecommerce companies to explore business models that combine with offline businesses, and the battered real economy is also seeking to get on the fast train of online ecommerce. Therefore, the characteristic of combining online information and opportunities with offline resources gives O2O ecoquotient. O2O ecoquotient has a unique competitive advantage. However, how to improve consumers' perceived quality of online and offline resources is an urgent problem. Based on the model theory of perceived quality, perceived value, perceived risk and purchase behavior proposed by Hellier et al. Agarwal et al. And Olsen, combined with the characteristics of O2O e-commerce, the data survey method is adopted. The influence of customer perceived quality on purchasing decision in O2O environment is analyzed in detail, and an impact model is constructed. The model finally verifies perceived quality of service, perceived product quality, perceived risk, perceived value, and satisfaction. The key path between loyalty and purchase intention and behavior. In view of these key paths, this paper proposes to eliminate consumers' perception of risk, enhance consumers' perception of value and satisfaction, and promote the formation of purchase intention and consumption loyalty to O2O platform from the perspective of distinguishing perceived quality. The innovation of this paper lies in the following points: the concepts of perceived system quality, perceived information quality and perceived service quality, which are mature in information system theory, are introduced into the optimization research of O2O shopping system. According to the characteristics of the O2O shopping system, the new variables, perceived product quality, perceived value perspective and perceived risk perspective are included, and the relationship between variables in the new model is reinterpreted by using the theory of planning behavior and behaviorist psychology. In order to be more suitable for shopping in O _ 2O environment, the structure equation theory is combined with the classical intermediary effect test flow to overcome the limitation of the verification of stepwise regression equation and to enhance the testing power of intermediary utility. Due to the limitation of time and energy, the paper does not compare and distinguish the influence of consumer perceived quality on purchasing behavior under different O 2O implementations. In addition, in view of the unique features of O2O, there may be some defects in quantifying the characteristics of O2O electroquotient.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F713.55

【參考文獻】

相關(guān)期刊論文 前10條

1 劉博;;電子商務(wù)的發(fā)展對傳統(tǒng)商業(yè)模式的影響[J];現(xiàn)代交際;2016年13期

2 朱耿;朱占峰;王云云;;O2O電商典型模式及管理態(tài)勢剖析[J];吉林省經(jīng)濟管理干部學院學報;2016年01期

3 閆星宇;閆自信;;蘇寧云商的O2O落地模式研究[J];北京工商大學學報(社會科學版);2015年06期

4 雒亮;祝智庭;;創(chuàng)客空間2.0:基于O2O架構(gòu)的設(shè)計研究[J];開放教育研究;2015年04期

5 溫涵;梁韻斯;;結(jié)構(gòu)方程模型常用擬合指數(shù)檢驗的實質(zhì)[J];心理科學;2015年04期

6 徐紅梅;王華;張同建;;斯金納強化理論在隱性知識轉(zhuǎn)化中的激勵價值闡釋[J];情報理論與實踐;2015年05期

7 姜南;;電子商務(wù)的發(fā)展對傳統(tǒng)商業(yè)模式的影響[J];當代經(jīng)濟;2015年02期

8 溫忠麟;葉寶娟;;中介效應(yīng)分析:方法和模型發(fā)展[J];心理科學進展;2014年05期

9 杜麗鵑;劉煉;;O2O不是O+O[J];企業(yè)管理;2014年05期

10 方杰;溫忠麟;張敏強;任皓;;基于結(jié)構(gòu)方程模型的多層中介效應(yīng)分析[J];心理科學進展;2014年03期

相關(guān)會議論文 前1條

1 ;2016年中國外賣O2O行業(yè)發(fā)展報告[A];艾瑞咨詢系列研究報告（2016年第7期）[C];2016年

相關(guān)博士學位論文 前1條

1 李波;網(wǎng)絡(luò)購物商品質(zhì)量管控研究[D];山東大學;2014年

相關(guān)碩士學位論文 前6條

1 張迪;移動游戲用戶流失因素分析[D];南京大學;2016年

2 劉曉紅;中國電子商務(wù)O2O運營模式研究[D];吉林大學;2015年

3 龔文婷;電商O2O運作機理及立體營銷研究[D];南昌大學;2014年

4 彭海濤;微信O2O商務(wù)模式發(fā)展研究[D];湖南大學;2014年

5 儲益翔;O2O模式下的家具行業(yè)運營模式研究[D];合肥工業(yè)大學;2013年

6 吳兵福;結(jié)構(gòu)方程模型初步研究[D];天津大學;2006年

，

本文編號：1827779