本文選題：網(wǎng)絡(luò)購物 + 結(jié)構(gòu)方程模型�。� 參考：《哈爾濱工業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著網(wǎng)購交易平臺的發(fā)展壯大,網(wǎng)購市場潛力逐漸被各運(yùn)營商開發(fā)出來。消費(fèi)者的網(wǎng)購交易額所占消費(fèi)品零售總額的的比重越來越高。網(wǎng)購時(shí)代是消費(fèi)者主宰的時(shí)代,電子商務(wù)要實(shí)現(xiàn)可持續(xù)發(fā)展的目標(biāo),重要著力點(diǎn)是提升網(wǎng)購滿意度,吸引大批用戶進(jìn)入網(wǎng)購深度消費(fèi)。顧客既是商品的購買者又是信息技術(shù)的使用者,網(wǎng)購交易系統(tǒng)會影響顧客的購物態(tài)度和消費(fèi)行為,因此,針對網(wǎng)購顧客滿意度的問題進(jìn)行理論和實(shí)證的深入研究。通過借鑒技術(shù)接受模型的思想構(gòu)建網(wǎng)購顧客滿意度型,建立一個(gè)新的指標(biāo)體系來測評顧客滿意度,具有重大的理論意義和現(xiàn)實(shí)價(jià)值。通過分析經(jīng)典的顧客滿意度模型和技術(shù)接受模型,闡明這兩種模型的的特點(diǎn),在此基礎(chǔ)上選取了影響網(wǎng)購滿意度的五個(gè)變量,包括:顧客期望、感知風(fēng)險(xiǎn)、感知質(zhì)量、感知有用性以及感知易用性,并構(gòu)建網(wǎng)購滿意度模型以及提出相應(yīng)的假設(shè);運(yùn)用問卷調(diào)查獲取數(shù)據(jù),運(yùn)用ANOVA分析性別和學(xué)歷等外部變量對本研究的影響,并用SEM方法進(jìn)行模型擬合優(yōu)度和路徑系數(shù)檢驗(yàn)以及用多元回歸分析檢驗(yàn)感知價(jià)值的中介作用。實(shí)證結(jié)果表明,感知質(zhì)量是影響顧客滿意度的最大直接因素,并且可通過感知價(jià)值的中介作用間接影響顧客滿意度,感知價(jià)值、感知有用性以及感知質(zhì)量均能顯著影響顧客滿意度,顧客期望對顧客滿意度有顯著的負(fù)向影響,感知易用性和感知風(fēng)險(xiǎn)對顧客滿意度的影響不顯著。此研究結(jié)果對電商平臺具有建設(shè)性的作用。
[Abstract]:With the development of online shopping platform, the potential of online shopping market has been gradually developed by operators.The share of consumer online shopping volume in the total retail sales of consumer goods is getting higher and higher.The era of online shopping is dominated by consumers. In order to achieve the goal of sustainable development, the important focus of e-commerce is to enhance the satisfaction of online shopping and attract a large number of users into the depth of consumption.Customers are not only buyers of commodities but also users of information technology. The online purchase transaction system will affect the shopping attitude and consumption behavior of customers. Therefore, the theoretical and empirical research on customer satisfaction is carried out.It is of great theoretical significance and practical value to establish a new index system to evaluate customer satisfaction by using the thought of technology acceptance model for reference to construct the customer satisfaction type of online shopping.By analyzing the classical customer satisfaction model and the technical acceptance model, this paper clarifies the characteristics of these two models, and then selects five variables that affect the satisfaction degree of online shopping, including customer expectation, perceived risk, perceived quality.Perception of usefulness and ease of use, and build online shopping satisfaction model and put forward the corresponding assumptions; using questionnaires to obtain data, using ANOVA to analyze the impact of gender and education and other external variables on this study.SEM method was used to test the model goodness of fit and path coefficient, and multiple regression analysis was used to test the mediating effect of perceived value.The empirical results show that perceived quality is the biggest direct factor affecting customer satisfaction and can indirectly affect customer satisfaction and perceived value through the intermediary of perceived value.Perceived usefulness and perceived quality can significantly affect customer satisfaction, customer expectations have a significant negative impact on customer satisfaction, perceived ease of use and perceived risk have no significant impact on customer satisfaction.The results of this study are constructive to the e-commerce platform.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F713.55

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本文編號：1763964