【摘要】：21世紀(jì)是網(wǎng)絡(luò)信息時(shí)代,網(wǎng)絡(luò)的發(fā)展帶來(lái)了營(yíng)銷理論的革新。作為互聯(lián)網(wǎng)發(fā)展的衍生功能之一的電子商務(wù),也逐漸被消費(fèi)者接受,消費(fèi)者對(duì)電子商務(wù)網(wǎng)站的使用態(tài)度也從最初的嘗試演變成現(xiàn)在習(xí)慣性持續(xù)使用。但是隨著時(shí)間的推進(jìn),出現(xiàn)了新網(wǎng)民增長(zhǎng)回落、老網(wǎng)民轉(zhuǎn)化乏力、網(wǎng)絡(luò)購(gòu)物用戶規(guī)模增長(zhǎng)速度減緩、電子商務(wù)網(wǎng)站間競(jìng)爭(zhēng)呈現(xiàn)白熱化的情況,各大電子商務(wù)網(wǎng)站都出現(xiàn)了用戶流失的現(xiàn)象。在這種情況下,留住老用戶、減少用戶流失成為影響電子商務(wù)企業(yè)和電子商務(wù)平臺(tái)發(fā)展關(guān)鍵因素,此時(shí)研究消費(fèi)者持續(xù)使用電子商務(wù)網(wǎng)站的影響因素具有重要的意義。 由于消費(fèi)者網(wǎng)絡(luò)購(gòu)物是消費(fèi)者與供應(yīng)者通過(guò)網(wǎng)絡(luò)平臺(tái)交互完成的,消費(fèi)者既是網(wǎng)絡(luò)的使用者,又是商品購(gòu)買者。因此影響消費(fèi)者持續(xù)使用電子商務(wù)網(wǎng)站的因素,既包括消費(fèi)者自身因素,也包含電子商務(wù)網(wǎng)站的因素。本文研究通過(guò)對(duì)信息技術(shù)接受理論、期望確認(rèn)理論、消費(fèi)者滿意理論、顧客忠誠(chéng)理論以及社會(huì)認(rèn)知理論等相關(guān)理論的文獻(xiàn)研究,歸納出消費(fèi)者持續(xù)使用的直接和間接影響因素：消費(fèi)者感知績(jī)效、消費(fèi)者滿意度、期望確認(rèn)度和促成因素。依照ECT-IT理論構(gòu)建出本文研究模型,并提出本文研究假設(shè)。其中消費(fèi)者感知績(jī)效源于消費(fèi)者對(duì)電子商務(wù)網(wǎng)站感知的因素,又可以分為感知有用性、感知易用性、感知質(zhì)量和感知娛樂(lè)四個(gè)變量；促成因素源于消費(fèi)者自身的因素,可分為主觀規(guī)范、習(xí)慣、自我效能和轉(zhuǎn)換成本四個(gè)維度。 本文研究采用實(shí)證研究的方法,采用前人成熟量表,構(gòu)建出本文初始問(wèn)卷,并通過(guò)小范圍的前測(cè),根據(jù)前測(cè)結(jié)果,對(duì)問(wèn)卷進(jìn)行完善,形成本文研究最終調(diào)查問(wèn)卷。對(duì)353名網(wǎng)購(gòu)人員進(jìn)行調(diào)查,最終獲得249份有效問(wèn)卷作為本文研究樣本。研究通過(guò)SPSS19.0對(duì)所獲的樣本數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、信度檢驗(yàn)和探索性因子分析,并通過(guò)AMOS17.0對(duì)樣本數(shù)據(jù)進(jìn)行驗(yàn)證性因子分析、結(jié)構(gòu)方程路徑分析、因子間影響效果分析,最終驗(yàn)證本文研究假設(shè)全部成立。 通過(guò)對(duì)樣本數(shù)據(jù)的實(shí)證研究可知,對(duì)消費(fèi)者持續(xù)使用意愿影響最大的因素是消費(fèi)者感知績(jī)效,其次是期望確認(rèn)度、消費(fèi)者滿意度,影響效果最小的是促成因素；感知有用性、感知易用性、感知娛樂(lè)、感知質(zhì)量、自我效能、習(xí)慣、轉(zhuǎn)換成本對(duì)消費(fèi)者持續(xù)使用意愿有直接或間接的影響。并根據(jù)本文研究結(jié)論,提出6條管理建議。同時(shí)分析研究存在的局限性,并提出未來(lái)研究展望。
[Abstract]:The 21st century is the age of network information. The development of network brings about the innovation of marketing theory. As one of the derivative functions of the Internet, e-commerce is gradually accepted by consumers, and consumers' attitudes towards the use of e-commerce websites have evolved from the initial attempt to the current habitual continuous use. However, with the advancement of time, the growth of new netizens has dropped, the transformation of old netizens is weak, the growth rate of online shopping users has slowed down, and competition among e-commerce websites has become white-hot. Each major e-commerce website has appeared the phenomenon of user drain. In this case, retaining old users and reducing the loss of users have become the key factors affecting the development of e-commerce enterprises and e-commerce platforms. At this time, it is of great significance to study the influencing factors of consumers' continuous use of e-commerce websites. Because consumers and suppliers interact with each other through network platform, consumers are not only the users of the network, but also the buyers of the goods. Therefore, the factors that affect consumers' sustainable use of e-commerce websites include not only consumers' own factors, but also the factors of e-commerce websites. Through the literature research of information technology acceptance theory, expectation confirmation theory, consumer satisfaction theory, customer loyalty theory and social cognition theory, this paper studies the related theories of information technology acceptance, expectation confirmation, consumer satisfaction, customer loyalty and social cognition. This paper summarizes the direct and indirect influencing factors of consumer sustainable use: consumer perceived performance, consumer satisfaction, expectation confirmation and contributing factors. According to the ECT-IT theory, this paper constructs the research model, and puts forward the research hypotheses in this paper. Consumer perceived performance stems from consumers' perception of e-commerce website, and can be divided into four variables: perceived usefulness, perceived usability, perceived quality and perceived entertainment. The contributing factors can be divided into four dimensions: subjective norm, habit, self-efficacy and conversion cost. This paper uses the method of empirical research, using the former maturity scale, constructs the initial questionnaire of this paper, and through a small range of pre-test, according to the results of the pre-test, perfect the questionnaire, forming the final questionnaire of this study. A total of 353 online shoppers were investigated and 249 valid questionnaires were obtained as the sample of this study. In this study, descriptive statistical analysis, reliability test and exploratory factor analysis of the sample data were carried out by SPSS19.0, and confirmatory factor analysis and structural equation path analysis of the sample data were carried out by AMOS17.0. The effect analysis between factors proves that all the hypotheses in this paper are valid. Through the empirical study of the sample data, it can be seen that the most important factor affecting the consumer's willingness to continue to use is consumer perceived performance, followed by expected confirmation, consumer satisfaction, and the least effective factor is the contributing factor. Perceived usefulness, perceived ease of use, perceived entertainment, perceived quality, self-efficacy, habits, and switching costs have a direct or indirect impact on consumers' willingness to continue to use. According to the conclusion of this paper, 6 management suggestions are put forward. At the same time, the limitations of the research are analyzed, and the prospect of future research is put forward.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F724.6;F224

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