本文選題：消費(fèi)者行為 + 網(wǎng)上購(gòu)物��； 參考：《浙江大學(xué)》2015年碩士論文

【摘要】：本文首先通過文獻(xiàn)綜述,梳理了消費(fèi)者行為、技術(shù)接受模型、消費(fèi)者感知價(jià)值與購(gòu)買意愿理論之間的關(guān)系,在上述理論的基礎(chǔ)上提出蒙古國(guó)網(wǎng)絡(luò)購(gòu)物特征,構(gòu)建了影響網(wǎng)上購(gòu)物消費(fèi)者行為影響因素模型、并提出假設(shè)。 實(shí)證研究部份,首先本文通過具有網(wǎng)上購(gòu)物經(jīng)驗(yàn)的蒙古國(guó)消費(fèi)者及相關(guān)部分學(xué)者訪談,結(jié)合文獻(xiàn)回顧以關(guān)鍵,提取了測(cè)量問項(xiàng),設(shè)計(jì)了調(diào)查問卷并在中蒙兩國(guó)大規(guī)模發(fā)放進(jìn)行調(diào)查,最后運(yùn)用SPSS18.0軟件對(duì)問卷調(diào)查結(jié)果進(jìn)行統(tǒng)計(jì)分析。 通過實(shí)證分析,本文有如下幾個(gè)重要的研究結(jié)論：產(chǎn)品質(zhì)量、服務(wù)質(zhì)量、感知易用性、感知有用性、感知風(fēng)險(xiǎn)對(duì)網(wǎng)上購(gòu)物消費(fèi)者購(gòu)買意向上存在顯著影響。中蒙兩國(guó)不同背景特征的消費(fèi)者在感知有用性、感知易用性、感知風(fēng)險(xiǎn)及購(gòu)買意向上有顯著差異。中國(guó)不同教育程度、住所、每天上網(wǎng)時(shí)間的消費(fèi)者在感知有用性上有顯著差異。中國(guó)不同性別、年齡、收入、每天上網(wǎng)時(shí)間的消費(fèi)者在感知易用性上有顯著差異。中國(guó)不同收入的消費(fèi)者在感知風(fēng)險(xiǎn)上有顯著差異。中國(guó)不同年齡、收入、每天上網(wǎng)時(shí)間的消費(fèi)者在購(gòu)買意向上有顯著差異。而蒙古國(guó)不同性別、年齡、教育程度、收入的消費(fèi)者在感知有用性上有顯著差異。蒙古國(guó)不同年齡、收入、每天上網(wǎng)時(shí)間的消費(fèi)者在感知易用性上有顯著差異。蒙古國(guó)不同性別、教育程度的消費(fèi)者在感知風(fēng)險(xiǎn)上有顯著差異。蒙古國(guó)不同性別、年齡、教育程度、住所、收入、每天上網(wǎng)時(shí)間、接觸網(wǎng)絡(luò)時(shí)間的消費(fèi)者在購(gòu)買意向上有顯著差異。這些研究結(jié)論為蒙古國(guó)電子商務(wù)發(fā)展提供了一定的借鑒和指導(dǎo)作用。 文章最后,對(duì)本研究從整體上進(jìn)行總結(jié),指出了研究的局限,以及對(duì)未來研究進(jìn)行了展望。
[Abstract]:This paper firstly combs the relationship between consumer behavior, technology acceptance model, consumer perceived value and purchase intention theory through literature review, and puts forward the characteristics of Mongolian online shopping on the basis of the above theory. This paper constructs a model of influencing factors of online shopping consumer behavior, and puts forward assumptions. In the part of empirical research, first of all, through the interviews of Mongolian consumers with online shopping experience and some related scholars, combined with the review of literature, we extracted the measurement questions. The questionnaire was designed and distributed in China and Mongolia on a large scale. Finally, SPSS 18.0 software was used to analyze the results of the questionnaire. Through empirical analysis, this paper has the following important conclusions: product quality, service quality, perceived usability, perceived usefulness, perceived risk have significant impact on the purchase intention of online shopping consumers. There are significant differences in perceived usefulness, perceived usability, perceived risk and purchase intention between Chinese and Mongolian consumers with different backgrounds. There are significant differences in perceived usefulness among Chinese consumers with different educational level, residence and time on the Internet. There are significant differences in perceived ease of use among Chinese consumers by gender, age, income, and time spent online every day. There are significant differences in perceived risk among Chinese consumers with different incomes. There are significant differences in purchase intention among Chinese consumers of different age, income and time online every day. Mongolian consumers with different gender, age, education and income have significant differences in perceived usefulness. There are significant differences in perceived usability among Mongolian consumers of different ages, income and time online. Mongolian consumers with different genders and educational levels have significant differences in perceived risk. In Mongolia, there are significant differences in purchase intention among different gender, age, educational level, residence, income, daily Internet time and contact time. These conclusions provide some reference and guidance for the development of E-commerce in Mongolia. Finally, the paper summarizes the whole research, points out the limitations of the research, and looks forward to the future research.
【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
【分類號(hào)】：F713.55;F713.36

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本文編號(hào)：2020557