本文選題：跨境電商 + 購買意愿�。� 參考：《青島大學》2017年碩士論文

【摘要】：近些年來,經(jīng)濟全球化程度逐步加深,互聯(lián)網(wǎng)信息技術(shù)迅速發(fā)展,跨境電子商務(wù)已然變成了中外貿(mào)易的新增長點,隨著貿(mào)易全球化的發(fā)展,消費者有更多的機會和手段了解國外的產(chǎn)品和品牌,購買意愿也日益強烈,很多消費者為的是追求更高的生活品質(zhì)和更好的產(chǎn)品安全性能,除少部分消費者有機會出國購買,大部分消費者選擇海外代購、海淘等形式的購買渠道,從而催生了跨境電商這一渠道的誕生和發(fā)展。面對跨境電子商務(wù)的發(fā)展和消費者跨境購物需求的增長,各大電商平臺都陸續(xù)的推出自己的跨境電子商務(wù)購物平臺�？缇畴娚痰陌l(fā)展速度迅猛,規(guī)模不斷擴大,作為一個新生的事物,目前缺少相應(yīng)的理論和文獻研究來對跨境電商進行研究。消費者在跨境電商進行消費購物是會受到哪些因素的影響,目前還沒有相應(yīng)的理論進行系統(tǒng)的分析。通過本文的研究形成跨境電商消費者購買意愿影響因素的理論支持,更有意義的是,可以為跨境電商的管理和運營提供決策支持以促進跨境電商更好地發(fā)展。本文通過文獻研究和實證研究相結(jié)合的方法對消費者在跨境電商購物意愿的影響因素進行了分析。通過構(gòu)建量表體系,提出相關(guān)的假設(shè),采取實證研究來探討哪些因素對消費者的購買意愿產(chǎn)生研究。本文首先在原始TAM模型的感知易用性、感知有用性的基礎(chǔ)上,引入消費者個體特征、風險性、商家服務(wù)質(zhì)量、產(chǎn)品價格、電商流行度五個變量作為自變量,將購買意愿作為因變量成立研究模型。通過調(diào)查問卷獲取樣本數(shù)據(jù),通過統(tǒng)計軟件SPSS 20.0對樣本數(shù)據(jù)進行樣本描述、信度和效度檢驗、相關(guān)性和回歸分析。研究結(jié)果顯示,感知易用性、感知有用性、消費者個體特征、商家服務(wù)質(zhì)量、產(chǎn)品價格、電商流行度對消費者購買意愿有正向影響,跨境電商購買的風險性對消費者購買意愿呈負相關(guān)。最后本文針對研究結(jié)論對跨境電子商務(wù)的發(fā)展提出了針對性對策,希望本文能夠?qū)缇畴娚痰陌l(fā)展做出一定貢獻。
[Abstract]:In recent years, with the deepening of economic globalization and the rapid development of Internet information technology, cross-border electronic commerce has become a new growth point of Chinese and foreign trade. With the development of trade globalization, Consumers have more opportunities and means to understand foreign products and brands, and they are increasingly willing to buy. Many consumers are seeking higher quality of life and better product safety, except for a small number of consumers who have the opportunity to buy abroad. Most consumers choose overseas purchase, sea Amoy and other forms of purchasing channels, thus spawning the birth and development of cross-border e-commerce channel. Facing the development of cross-border e-commerce and the growth of consumers' cross-border shopping demand, each major e-commerce platform has launched its own cross-border e-commerce shopping platform one after another. The development of cross-border e-commerce is rapid and the scale is expanding. As a new thing, there is a lack of relevant theoretical and literature research to study cross-border e-commerce. At present, there is no systematic analysis on the influence of what factors consumers will be subjected to in cross-border e-commerce shopping. Through the research of this paper, the theoretical support of influencing factors of cross-border e-commerce consumers' willingness to buy can be formed. What is more, it can provide decision support for the management and operation of cross-border e-commerce in order to promote the development of cross-border e-commerce. This paper analyzes the influencing factors of consumers' willingness to purchase in cross-border e-commerce through the combination of literature research and empirical research. Through constructing the scale system, putting forward the relevant hypotheses, taking the empirical study to explore which factors produce the consumer's purchase intention research. On the basis of perceived usability and perceived usefulness of the original TAM model, this paper introduces five variables as independent variables: individual characteristics of consumers, risk, quality of business service, product price, and popularity of ecommerce. The purchase intention is regarded as the dependent variable to establish the research model. Sample data were obtained by questionnaire, sample description, reliability and validity test, correlation and regression analysis were carried out by statistical software SPSS 20.0. The results show that perceived usability, perceived usefulness, individual characteristics of consumers, quality of business services, product prices and popularity of e-commerce have positive effects on consumers' willingness to buy. The risk of cross-border ecommerce purchase is negatively related to consumers' willingness to buy. Finally, this paper puts forward some countermeasures to the development of cross-border e-commerce, and hopes that this paper can make a contribution to the development of cross-border e-commerce.
【學位授予單位】：青島大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F713.55

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