【摘要】：中國(guó)的電子商務(wù)行業(yè)正在飛速發(fā)展之中，商務(wù)模式也不斷推陳出新。當(dāng)下，企業(yè)獨(dú)立運(yùn)營(yíng)的官方商城、B2B商務(wù)平臺(tái)、C2C商務(wù)平臺(tái)、B2C商務(wù)平臺(tái)在各自領(lǐng)域均有良好的表現(xiàn)。從電子商務(wù)統(tǒng)計(jì)數(shù)據(jù)上來(lái)看，C2C商務(wù)平臺(tái)在銷售額方面更占優(yōu)勢(shì)，但與此同時(shí)，其在產(chǎn)品質(zhì)量、客戶體驗(yàn)、支付安全、售后服務(wù)等等方面也引起諸多非議，造成了C2C平臺(tái)消費(fèi)者感知價(jià)值的下降。因此，業(yè)界對(duì)于C2C平臺(tái)的未來(lái)持有截然不同的觀點(diǎn)，一種觀點(diǎn)認(rèn)為C2C平臺(tái)提供了更多的市場(chǎng)機(jī)會(huì)，其應(yīng)當(dāng)保持現(xiàn)在的平臺(tái)開放性和進(jìn)入簡(jiǎn)易性，另一種觀點(diǎn)則認(rèn)為C2C平臺(tái)因其自身的草根基因勢(shì)必要向B2C發(fā)展，以求更加全面的滿足消費(fèi)者需求。C2C平臺(tái)確實(shí)有著某些原始集市的基因，但是不可否認(rèn)的是其開放性正好切合了信息化社會(huì)的時(shí)代特征，同時(shí)也提供了更多的創(chuàng)業(yè)和就業(yè)機(jī)會(huì)。因此，如何加強(qiáng)消費(fèi)者對(duì)C2C平臺(tái)的感知度，提高消費(fèi)者在C2C平臺(tái)上的購(gòu)買意愿，不僅僅對(duì)C2C平臺(tái)健康有序發(fā)展有著現(xiàn)實(shí)意義，也對(duì)當(dāng)下中國(guó)電子商務(wù)行業(yè)具有深遠(yuǎn)的歷史意義。 本文以提高C2C平臺(tái)的消費(fèi)者購(gòu)買意愿為研究對(duì)象，以當(dāng)下中國(guó)電子商務(wù)的行業(yè)現(xiàn)狀為背景，通過(guò)對(duì)國(guó)內(nèi)外電子商務(wù)研究的現(xiàn)狀進(jìn)行總結(jié)和分析，將消費(fèi)者感知價(jià)值作為切入點(diǎn)，通過(guò)對(duì)網(wǎng)絡(luò)消費(fèi)者的感知價(jià)值的研究，分析影響我國(guó)網(wǎng)絡(luò)消費(fèi)者購(gòu)買意愿的主要因素，，并以此為依據(jù)設(shè)計(jì)AHP調(diào)查問(wèn)卷。在對(duì)問(wèn)卷結(jié)果進(jìn)行分析后發(fā)現(xiàn)， C2C平臺(tái)的消費(fèi)者仍然最為重視商品力，其后依次為登錄便利、支付和信息質(zhì)量，最后為物流因素。最后，結(jié)合以上分析結(jié)果，提出提高消費(fèi)都購(gòu)買意愿的現(xiàn)實(shí)對(duì)策。
[Abstract]:China's e-commerce industry is developing at full speed, and business models are constantly emerging. At present, the official mall, B2B business platform, C2C business platform and B2C business platform all have good performance in their respective fields. In terms of e-commerce statistics, the C2C business platform is more advantageous in terms of sales, but at the same time, it has also caused a lot of criticism in terms of product quality, customer experience, payment security, after-sales service, and so on. Resulting in a C-2 C platform consumer perceived value decline. Therefore, the industry holds very different views on the future of C2C platform. One view is that C2C platform provides more market opportunities, and it should keep the current platform open and easy to enter. Another view is that the C2C platform is bound to develop to B2C because of its own grassroots genes in order to meet the needs of consumers more comprehensively. The C2C platform does have some genes from the original market. But it is undeniable that its openness is just in line with the characteristics of the information society, but also provides more opportunities for entrepreneurship and employment. Therefore, how to strengthen consumers' perception of C2C platform and improve consumers' willingness to purchase on C2C platform is not only of practical significance to the healthy and orderly development of C2C platform, but also has far-reaching historical significance to the current e-commerce industry in China. In this paper, to improve the consumer purchase willingness of C2C platform as the research object, with the current status of e-commerce industry in China as the background, through the domestic and foreign e-commerce research status quo summary and analysis, consumer perceived value as a starting point. Through the research on the perceived value of online consumers, this paper analyzes the main factors that affect the willingness of online consumers to buy in China, and designs a AHP questionnaire based on this. After analyzing the results of the questionnaire, it is found that the consumers of C2C platform still attach the most importance to commodity power, followed by login convenience, payment and information quality, and finally logistics factors. Finally, combining the above analysis results, put forward the practical countermeasures to improve the willingness of consumption to buy.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6;F713.55;F274

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本文編號(hào)：2306718