本文選題：網(wǎng)絡(luò)倫理感知 + 文化維度��； 參考：《上海外國(guó)語(yǔ)大學(xué)》2017年碩士論文

【摘要】：近年來(lái)隨著互聯(lián)網(wǎng)的發(fā)展,越來(lái)越多的企業(yè)選擇利用網(wǎng)絡(luò)渠道來(lái)吸引消費(fèi)者。但是網(wǎng)購(gòu)的迅猛發(fā)展也帶來(lái)了一些問(wèn)題,尤其是在網(wǎng)購(gòu)過(guò)程中出現(xiàn)了一些倫理問(wèn)題。前人研究發(fā)現(xiàn),消費(fèi)者對(duì)于網(wǎng)絡(luò)零售商的倫理感知會(huì)影響消費(fèi)者的忠誠(chéng)度、口碑以及重復(fù)購(gòu)買率等因素,而這些因素對(duì)現(xiàn)代企業(yè)有著至關(guān)重要的作用。由于網(wǎng)絡(luò)購(gòu)物有別于傳統(tǒng)的線下購(gòu)物,因此傳統(tǒng)的倫理感知理論并不能完全適用于網(wǎng)絡(luò)倫理感知。目前我國(guó)在網(wǎng)絡(luò)倫理感知方面的研究還處于起步階段,并且從跨文化角度對(duì)這一問(wèn)題的分析基本處于空白,所以從跨文化角度對(duì)消費(fèi)者關(guān)于網(wǎng)絡(luò)零售商倫理感知的研究就顯得至關(guān)重要。本文基于Hofstede的文化維度理論和Román的消費(fèi)者網(wǎng)絡(luò)零售商倫理感知理論(CPEOR),通過(guò)問(wèn)卷調(diào)查,對(duì)中美消費(fèi)者對(duì)網(wǎng)絡(luò)零售商倫理感知的差異進(jìn)行了研究。本文首先通過(guò)修正過(guò)的文化維度模型(CVSCALE)檢驗(yàn)了中美兩國(guó)的文化差異,然后利用獨(dú)立樣本t檢驗(yàn),單樣本t檢驗(yàn)和多變量方差分析來(lái)檢驗(yàn)了中美文化差異對(duì)消費(fèi)者網(wǎng)絡(luò)零售商倫理感知影響的假說(shuō),結(jié)論如下:(1)本文調(diào)查的中美文化在集體主義、不確定性規(guī)避、權(quán)力距離和時(shí)間取向上存在著差異,但是和Hofstede的研究相比,差異變小了。(2)中國(guó)消費(fèi)者對(duì)于網(wǎng)絡(luò)零售商倫理四個(gè)維度感知的重要性排序?yàn)?安全隱私履行非欺詐;美國(guó)消費(fèi)者對(duì)于網(wǎng)絡(luò)零售商倫理四個(gè)維度感知的重要性排序?yàn)?履行隱私安全非欺詐。(3)受文化差異的影響,中美消費(fèi)者對(duì)于網(wǎng)絡(luò)零售商的倫理感知中的安全、履行和非欺詐都有著顯著的差異。此外,通過(guò)實(shí)證研究發(fā)現(xiàn)消費(fèi)者的人口統(tǒng)計(jì)變量,例如性別等,都會(huì)對(duì)消費(fèi)者對(duì)網(wǎng)絡(luò)零售商的倫理感知產(chǎn)生影響。(4)中美消費(fèi)者對(duì)于網(wǎng)絡(luò)零售商的倫理感知中的隱私也存在一定的差異,但是沒(méi)有通過(guò)顯著性檢驗(yàn)。這一結(jié)果可以通過(guò)近年來(lái)中美文化差異縮小、以及調(diào)查對(duì)象主要是18~35歲的年輕人來(lái)解釋。本研究在學(xué)術(shù)和實(shí)踐方面都有著重要意義。一方面,它能夠?yàn)榭缥幕芯肯M(fèi)者關(guān)于網(wǎng)絡(luò)零售商倫理的感知提供分析框架;另一方面,它也能夠?yàn)榭鐕?guó)網(wǎng)絡(luò)零售提供幫助,幫助網(wǎng)絡(luò)零售商了解不同文化背景下消費(fèi)者對(duì)于網(wǎng)絡(luò)零售商倫理感知的差異,從而制定更有效的營(yíng)銷策略。
[Abstract]:In recent years, with the development of Internet, more and more enterprises choose to use network channels to attract consumers. However, the rapid development of online shopping also brings some problems, especially in the process of online shopping there are some ethical problems. Previous studies have found that consumers' ethical perception of online retailers will affect consumer loyalty, word of mouth and repeat purchase rate, and these factors play an important role in modern enterprises. Because the online shopping is different from the traditional offline shopping, the traditional ethics perception theory can not be fully applied to the network ethics perception. At present, the research on network ethics perception in our country is still in the initial stage, and the analysis of this problem from the perspective of cross-culture is basically blank. Therefore, it is very important to study the ethical perception of online retailers from the perspective of cross-culture. Based on Hofstede's theory of cultural dimension and Rom 謾 n's theory of consumer online retailer's ethical perception, this paper studies the difference between Chinese and American consumers' perception of online retailer's ethics by questionnaire survey. In this paper, we first test the cultural differences between China and the United States by using the modified cultural dimension model (CVSCALEE), and then use the independent sample t-test. Single sample t test and multivariate analysis of variance are used to test the hypothesis that Chinese and American cultural differences affect consumer online retailers' ethical perception. The conclusions are as follows: 1) the Chinese and American cultures are collectivism, uncertainty avoidance, and so on. There are differences in power distance and time orientation, but the difference is smaller than that of Hofstede.) the importance of Chinese consumers' perception of online retailer ethics is listed as follows: security and privacy performance is non-fraud; The importance of American consumers' perception of online retailers' ethics is ranked as follows: privacy security is not fraudulent) influenced by cultural differences, and Chinese and American consumers' safety in online retailers' ethical perception. There are significant differences between performance and non-fraud. In addition, empirical studies have found demographic variables of consumers, such as gender, Chinese and American consumers also have some differences in the ethical perception of online retailers, but they have not passed the significance test. The results can be explained by the narrowing of cultural differences between China and the United States in recent years, and by 1835-year-olds. This study is of great significance in both academic and practical aspects. On the one hand, it can provide an analytical framework for cross-cultural research on consumers' perception of online retailers' ethics; on the other hand, it can also help transnational online retailing. It helps online retailers understand the differences of consumers' perception of online retailers' ethics in different cultural backgrounds, so as to formulate more effective marketing strategies.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55;F713.36

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本文編號(hào)：1920744