本文關(guān)鍵詞：多渠道環(huán)境下商店形象一致性對(duì)消費(fèi)者在線購買意愿的影響　出處：《廣東財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 商店形象一致性 在線信任 在線購買意愿

【摘要】：隨著互聯(lián)網(wǎng)的迅速發(fā)展,網(wǎng)絡(luò)零售成為一種新趨勢,吸引著傳統(tǒng)零售商紛紛開展線上業(yè)務(wù),出現(xiàn)了多渠道零售模式,形成了擁有實(shí)體商店和在線商店的多渠道零售商。但有的多渠道零售商的在線商店做的風(fēng)生水起,有的卻默默無聞,所以影響消費(fèi)者在線購買的因素成為了學(xué)者們研究的焦點(diǎn)。通過觀察市場上的多渠道零售商,發(fā)現(xiàn)商店形象是否一致是其整體策略的差異之一。因此,本研究結(jié)合實(shí)體商店和在線商店,從商店形象一致性的角度,引入在線信任作為中介變量,對(duì)商店形象一致性與消費(fèi)者的在線購買意愿之間的關(guān)系進(jìn)行研究。本研究通過回顧文獻(xiàn)與邏輯推理,構(gòu)建了本文的理論模型。借鑒國內(nèi)外學(xué)者的量表制定了一份調(diào)查問卷,并通過預(yù)調(diào)研,對(duì)該量表進(jìn)行了修正,形成正式問卷。本研究運(yùn)用S P S S 2 0.0統(tǒng)計(jì)分析軟件對(duì)收集的數(shù)據(jù)進(jìn)行相關(guān)分析、回歸分析,得出以下結(jié)論:(1)商店形象一致性的各個(gè)維度均對(duì)消費(fèi)者在線信任有顯著的正向影響;消費(fèi)者在線信任對(duì)在線購買意愿有顯著的正向影響。(2)便利一致性、服務(wù)一致性既對(duì)在線購買意愿存在直接影響,又通過在線信任間接影響消費(fèi)者的在線購買意愿,即在線信任在便利一致性、服務(wù)一致性與在線購買意愿之間起部分中介作用。商品一致性和評(píng)價(jià)一致性對(duì)消費(fèi)者在線購買意愿的影響完全通過在線信任來實(shí)現(xiàn),即在線信任在商品一致性、評(píng)價(jià)一致性與在線購買意愿之間起完全中介作用。(3)零售商知名度在商店形象一致性各維度與在線信任之間的關(guān)系中起調(diào)節(jié)作用。最后,基于實(shí)證結(jié)果,本研究為多渠道零售商打造商店形象一致提出了一系列有針對(duì)性的建議,以提升消費(fèi)者的在線信任,增強(qiáng)消費(fèi)者的在線購買意愿。
[Abstract]:With the rapid development of Internet, online retailing has become a new trend, attracting traditional retailers to develop online businesses. There has been a multi channel retail mode, forming a multi-channel retailer with physical stores and online stores. However, some online retailers' online stores have made some progress, but some of them are obscure. So the factors that influence consumers' online shopping have become the focus of scholars' research. By observing the multichannel retailers in the market, it is one of the differences in the overall strategy to find out whether the image of the store is consistent. Therefore, this study combines physical stores and online stores from the perspective of store image consistency, introduces online trust as a mediator variable, and studies the relationship between store image consistency and consumers' online purchase intention. In this study, the theoretical model of this paper is constructed by reviewing the literature and logical reasoning. A questionnaire was drawn up from the domestic and foreign scholars' scale, and a formal questionnaire was formed through the pre - investigation. This study uses S P S S 20 statistical correlation analysis, regression analysis software to collect data, draw the following conclusions: (1) the various dimensions of store image consistency have significant positive impact on consumer online trust; consumer online trust on online purchase intention has a significant positive effect. (2) convenience consistency and service consistency not only have a direct impact on online purchase intention, but also indirectly influence consumers' online purchase intention through online trust, that is, online trust plays a partial mediating role between convenience consistency, service consistency and online purchase intention. The impact of product consistency and evaluation consistency on consumers' online purchase intention is achieved by online trust, that is, online trust plays a complete mediating role between product consistency, evaluation consistency and online purchase intention. (3) the popularity of the retailer plays a regulatory role in the relationship between the dimensions of the store image consistency and the online trust. Finally, based on the empirical results, this study puts forward a series of targeted suggestions for multi-channel retailers to create store image consistency, so as to enhance consumers' online trust and enhance consumers' online purchase intention.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55;F724.6

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本文編號(hào)：1347321