本文關(guān)鍵詞：C2C購(gòu)物網(wǎng)站信息系統(tǒng)質(zhì)量對(duì)消費(fèi)者忠誠(chéng)的影響—中韓比較研究　出處：《浙江大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： C2C購(gòu)物網(wǎng)站 信息系統(tǒng)質(zhì)量 消費(fèi)者信任 消費(fèi)者忠誠(chéng) 中韓比較

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展和普及,電子商務(wù)成為全球最熱門(mén)的交易平臺(tái),國(guó)家之間電子商務(wù)交流的機(jī)會(huì)也日益增多。中國(guó)與韓國(guó)地理位置相近,有著悠久的貿(mào)易歷史。尤其是在2014年11月中韓兩國(guó)在FTA上完成實(shí)質(zhì)性談判后,中韓兩國(guó)企業(yè)合作的機(jī)會(huì)進(jìn)一步增加。中韓兩國(guó)的企業(yè)想要持續(xù)獲取競(jìng)爭(zhēng)優(yōu)勢(shì),兩國(guó)企業(yè)必須增強(qiáng)對(duì)當(dāng)?shù)叵M(fèi)者行為的理解,特別是對(duì)網(wǎng)絡(luò)購(gòu)物行為的理解。通過(guò)互聯(lián)網(wǎng)技術(shù),現(xiàn)代企業(yè)可以降低傳統(tǒng)的線下貿(mào)易中產(chǎn)生的交易費(fèi)用,也更能獲取有關(guān)對(duì)方市場(chǎng)的一手資料。雖然中韓兩國(guó)的電子商務(wù)發(fā)展歷程中存在一些相同之處,但仍有一些顯著的差異,因此對(duì)中韓兩國(guó)企業(yè)來(lái)說(shuō),了解可能影響當(dāng)?shù)叵M(fèi)者行為的購(gòu)物網(wǎng)站信息系統(tǒng)是很重要的。 C2C購(gòu)物網(wǎng)站是一種在中韓兩國(guó)都占據(jù)了較高市場(chǎng)份額的購(gòu)物形態(tài)。根據(jù)CNNIC的數(shù)據(jù)顯示2013年淘寶網(wǎng)的網(wǎng)絡(luò)市場(chǎng)用戶份額達(dá)到68.3%,韓國(guó)統(tǒng)計(jì)局的數(shù)據(jù)顯示2013年本國(guó)網(wǎng)絡(luò)購(gòu)物交易總額中C2C交易占據(jù)了36.3%。由于C2C購(gòu)物網(wǎng)站的進(jìn)入門(mén)檻較低,因此吸引了很多中小型企業(yè),這也造就了C2C購(gòu)物網(wǎng)站欣欣向榮的發(fā)展態(tài)勢(shì)。 本研究旨在通過(guò)對(duì)中韓兩國(guó)C2C購(gòu)物網(wǎng)站因素對(duì)顧客忠誠(chéng)的影響作用進(jìn)行比較研究,來(lái)揭示中韓兩國(guó)消費(fèi)者態(tài)度以及行為特征,同時(shí)比較兩國(guó)C2C購(gòu)物網(wǎng)站的不同特征以及影響消費(fèi)者的核心因素的不同。 本研究的主要調(diào)查群體主要為C2C購(gòu)物網(wǎng)站購(gòu)買(mǎi)經(jīng)驗(yàn)的20-30歲的年輕消費(fèi)者,其中本科生和研究生的比率最高。20-30歲之間群體的網(wǎng)購(gòu)使用率高于其他年齡群體,而且他們可以說(shuō)是未來(lái)消費(fèi)的核心群體。研究采用了問(wèn)卷調(diào)查的方法,并用SPSS18.0和Amos21.0統(tǒng)計(jì)分析軟件來(lái)處理所收集的數(shù)據(jù)來(lái)檢驗(yàn)研究假設(shè)。通過(guò)理論探討和實(shí)證數(shù)據(jù)分析得到如下的主要結(jié)論； 影響中韓消費(fèi)者信任和忠誠(chéng)的購(gòu)物網(wǎng)站的信息系統(tǒng)因素存在一些差異。首先在信息質(zhì)量方面,信息準(zhǔn)確性是不僅影響中國(guó)消費(fèi)者的信任和忠誠(chéng),也對(duì)韓國(guó)消費(fèi)者的忠誠(chéng)產(chǎn)生影響；而信息多樣性只影響韓國(guó)消費(fèi)者的信任和忠誠(chéng),信息最新性只影響中國(guó)消費(fèi)者忠誠(chéng)。其次,在系統(tǒng)質(zhì)量方面,網(wǎng)站檢索便捷性只影響韓國(guó)消費(fèi)者忠誠(chéng),網(wǎng)站可接近性只影響韓國(guó)消費(fèi)者的信任,網(wǎng)站安全性只對(duì)中國(guó)消費(fèi)者的信任和忠誠(chéng)產(chǎn)生影響。再次,在服務(wù)質(zhì)量方面,訂購(gòu)便捷性影響中國(guó)消費(fèi)者的忠誠(chéng),同時(shí)影響韓國(guó)消費(fèi)者的信任和忠誠(chéng)；客服響應(yīng)性只影響韓國(guó)消費(fèi)者的信任和忠誠(chéng),退換便捷性影響中韓消費(fèi)者的信任。最后消費(fèi)者信任對(duì)中韓消費(fèi)者的忠誠(chéng)均產(chǎn)生影響。
[Abstract]:With the development and popularization of Internet technology, e-commerce has become the world's most popular trading platform, e-commerce exchange opportunities between countries are increasing. China and South Korea geographical proximity, has a long history of trade. Especially in November 2014, China and South Korea to complete the substantive negotiations on FTA, China and South Korea cooperation opportunities further increase. China and South Korea enterprise wants to continue to gain competitive advantage, the enterprises must enhance the local understanding of consumer behavior, especially on online shopping behavior understanding. Through Internet technology, modern enterprises can reduce the traditional line under the trade transaction costs, also can obtain first-hand information about each other market. Although the development of electronic commerce in China and South Korea have some similarities, but there are still some significant differences, so the Chinese and Korean Enterprises It is important to understand the shopping website information system that may affect the behavior of local consumers.
C2C is a shopping website in China and South Korea are to occupy a higher market share shopping patterns. According to CNNIC network market share of users in 2013 taobao.com reached 68.3%, South Korea's Bureau of statistics data show that C2C total transactions in 2013 domestic online shopping transactions accounted for 36.3%. C2C shopping site due to lower barriers to entry, therefore to attract a lot of small and medium enterprises, which also created a thriving development trend of C2C shopping website.
The purpose of this study was to compare the effect on China and South Korea C2C shopping site factors on customer loyalty, China and South Korea to reveal consumer attitudes and behavior characteristics, and comparison of the two C2C shopping sites with different characteristics and influence factors of consumers is not core.
The main investigation group on the major C2C shopping site to buy the experience of 20-30 years old young consumers, including undergraduate and graduate students of the highest rates between the ages of.20-30 group was higher than that of other age groups in the use of online shopping, and they can be said to be the future consumption of the core group. The research adopts the method of questionnaire investigation, and SPSS18.0 and the Amos21.0 statistical analysis software to process the collected data to test the research hypothesis. Through theoretical and empirical analysis the main conclusions are as follows;
There are some differences between the influence factors of information system and consumer trust and loyalty to the shopping site. Firstly, in terms of information quality, the accuracy of the information is not only Chinese influence consumer trust and loyalty, also affect the Korean consumer loyalty; and information diversity affects only the Korean consumers trust and loyalty, the latest information only affected China consumer loyalty. Secondly, in the aspect of quality system, website retrieval convenience only affects the Korean consumer loyalty, website accessibility affects only the Korean consumer trust, website security impact on consumer trust and loyalty. Again, in terms of quality of service, ordering convenience China influence consumer loyalty and influence the Korea consumer trust and loyalty; customer service response only affected Korean consumers trust and loyalty, consumer convenience and return effect The final consumer trust has an impact on the loyalty of the Chinese and Korean consumers.

【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F724.6;F274

【共引文獻(xiàn)】

相關(guān)期刊論文 前10條

1 黃麗s，

本文編號(hào)：1429796