本文選題：O2O電子商務(wù) + 感知價值��； 參考：《上海外國語大學(xué)》2017年碩士論文

【摘要】：自20世紀(jì)90年代開始,我國電子商務(wù)發(fā)展至今短短20余年,先后出現(xiàn)了多種成熟的商業(yè)模式并滲透到各行各業(yè)。2010年興起的O2O電子商務(wù)是通過商家的線上營銷、用戶的線上購買來帶動商家的線下經(jīng)營和用戶的線下消費的一種新型商務(wù)模式。O2O模式區(qū)別于傳統(tǒng)的B2C,C2C電商模式,它被廣泛地應(yīng)用于基于地點定位的周邊服務(wù)業(yè),把人們從虛擬交易平臺引流至線下的實體商店。然而,O2O模式帶來便捷的同時,如何維護并進(jìn)一步提高線上顧客的購買意愿是O2O運營商和供應(yīng)商面臨的主要挑戰(zhàn),因此消費者在O2O電商模式中購買意愿的影響因素成為一個重要的研究課題。依據(jù)顧客感知價值的相關(guān)理論可知,消費者的感知價值與購買意愿有著緊密聯(lián)系。本文應(yīng)用線上顧客感知價值的四個維度,即結(jié)果價值、程序價值、情感價值、社會價值,探討在O2O商務(wù)模式中的顧客感知價值對購買意愿的直接影響和各維度的影響程度。為進(jìn)一步理解二者的關(guān)系,本文根據(jù)消費者行為理論,引入消費態(tài)度作為中介變量,構(gòu)建感知價值—消費態(tài)度—購買意愿的概念模型,考查O2O電商中顧客感知價值通過態(tài)度來對購買意愿的間接影響是否顯著。本文通過問卷調(diào)查收集到208份有效問卷,證實問卷具有良好的信度和效度后,應(yīng)用相關(guān)分析、多元回歸分析、以及Baron和Kenny的中介效應(yīng)檢驗方法,得出以下結(jié)論:(1)O2O電子商務(wù)中顧客感知價值對消費者購買意愿有顯著的正向影響。(2)在線上顧客感知價值的四個維度中,對購買意愿影響最為顯著的是情感價值,其次是程序價值,最后是結(jié)果價值;社會價值對購買意愿的影響不顯著。(3)態(tài)度在顧客感知價值與購買意愿間有顯著的中介作用,即O2O電商模式中顧客感知價值可通過態(tài)度間接影響購買意愿。最后本文對O2O平臺運營商及供應(yīng)商提出了可供參考的管理意見,認(rèn)為運營商應(yīng)主要提高顧客的程序及情感價值,供應(yīng)商可從顧客的結(jié)果和社會價值入手來改善消費者態(tài)度,增強消費者購買意愿,從而在O2O電商模式中取得共贏。
[Abstract]:Since the 1990s, E-commerce in China has been developing for more than 20 years, and a variety of mature business models have emerged and permeated into various industries. O2O e-commerce, which rose in 2010, is through the online marketing of merchants. A new business model, .O2O, is different from the traditional B2CU C2C e-commerce model, which is used widely in the location-based peripheral service industry. Drain people from virtual trading platforms to offline physical stores. However, while the O2O model brings convenience, how to maintain and further improve the willingness of online customers to buy is a major challenge for O2O operators and suppliers. Therefore, the influencing factors of consumers' purchase intention in O 2 O e-commerce model have become an important research topic. According to the theory of customer perceived value, consumer perceived value is closely related to purchase intention. This paper applies the four dimensions of online customer perceived value, namely, result value, program value, emotional value and social value, to explore the direct influence of customer perceived value on purchase intention and the degree of influence of each dimension in the O2O business model. In order to further understand the relationship between the two, this paper, based on the consumer behavior theory, introduces consumer attitude as an intermediary variable, and constructs a conceptual model of perceived value, consumption attitude and purchase intention. To examine whether the perceived value of customers in O _ 2O e-commerce has a significant indirect effect on purchase intention through attitude. In this paper, 208 valid questionnaires were collected through questionnaire survey, which proved that the questionnaire had good reliability and validity. Correlation analysis, multivariate regression analysis, and intermediary effect test of Baron and Kenny were used. The following conclusions are drawn: in E-commerce, customer perceived value has a significant positive impact on consumers' willingness to buy. (2) of the four dimensions of online customer perceived value, emotional value is the most significant, followed by program value. Finally, the result value; the influence of social value on purchase intention is not significant.) attitudes play a significant intermediary role between customer perceived value and purchase intention, that is, customer perceived value can indirectly influence purchase intention through attitude in O2O e-commerce model. Finally, this paper puts forward some management suggestions for the operators and suppliers of O2O platform, and points out that the operators should mainly improve the customer's procedure and emotional value, and the supplier can improve the consumer's attitude from the customer's result and social value. Enhance consumers' willingness to buy, thus achieving win-win results in the O 2 O e-commerce model.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F713.55

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本文編號：1965655