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

【摘要】：近幾年,我國(guó)電子商務(wù)發(fā)展迅速,電商的快速擴(kuò)張既給傳統(tǒng)實(shí)體商鋪帶來沖擊,也導(dǎo)致電商企業(yè)由于趨同的經(jīng)營(yíng)方式競(jìng)爭(zhēng)加劇,這使得電商企業(yè)開始探索與線下結(jié)合的經(jīng)營(yíng)模式;而飽受沖擊的實(shí)體經(jīng)濟(jì)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(jī)會(huì)與線下資源相結(jié)合的特點(diǎn)使得其具有獨(dú)特競(jìng)爭(zhēng)優(yōu)勢(shì),但也使如何協(xié)同提高消費(fèi)者對(duì)線上線下資源的感知質(zhì)量來提升消費(fèi)者購(gòu)買可能性成為一個(gè)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(jià)值、感知風(fēng)險(xiǎn)、購(gòu)買行為的模型理論,結(jié)合O2O電商的特點(diǎn),采用數(shù)據(jù)調(diào)查方法,詳細(xì)分析了O2O環(huán)境下的客戶感知質(zhì)量對(duì)購(gòu)買決策的影響,并構(gòu)建了影響模型,模型運(yùn)算最終驗(yàn)證了感知服務(wù)質(zhì)量、感知產(chǎn)品質(zhì)量、感知風(fēng)險(xiǎn)、感知價(jià)值、滿意度、忠誠(chéng)度與購(gòu)買意愿和行為之間的關(guān)鍵路徑。針對(duì)這些關(guān)鍵路徑,論文從區(qū)分感知質(zhì)量出發(fā),針對(duì)性的提出消除消費(fèi)者對(duì)風(fēng)險(xiǎn)的感知,增強(qiáng)消費(fèi)者對(duì)價(jià)值、滿意的感知,進(jìn)而促使購(gòu)買意愿和對(duì)O2O平臺(tái)消費(fèi)忠誠(chéng)的形成。論文的創(chuàng)新之處在于以下幾點(diǎn):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(gòu)物系統(tǒng)的優(yōu)化研究,并根據(jù)O2O購(gòu)物系統(tǒng)的特點(diǎn)納入新變量——感知產(chǎn)品質(zhì)量;同時(shí)納入感知價(jià)值視角和感知風(fēng)險(xiǎn)視角;利用計(jì)劃行為理論和行為主義心理學(xué)重新解釋新模型當(dāng)中變量之間的關(guān)系,以更加適合O2O環(huán)境下的購(gòu)物特點(diǎn);將結(jié)構(gòu)方程理論和經(jīng)典中介效應(yīng)檢驗(yàn)流程相結(jié)合,克服逐步回歸方程驗(yàn)證的限制,增強(qiáng)中介效用的檢驗(yàn)力。由于時(shí)間和精力的限制,論文沒有對(duì)比區(qū)分不同O2O實(shí)現(xiàn)方式下,消費(fèi)者感知質(zhì)量對(duì)購(gòu)買行為的影響異同。另外,鑒于O2O電商的獨(dú)特之處,論文的量表在量化O2O電商特點(diǎn)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(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F713.55

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