本文選題：移動(dòng)網(wǎng)絡(luò)購(gòu)物體驗(yàn) + 體驗(yàn)價(jià)值��； 參考：《華南理工大學(xué)》2015年碩士論文

【摘要】：隨著在體驗(yàn)經(jīng)濟(jì)這個(gè)大背景下互聯(lián)網(wǎng)的飛速發(fā)展和智能手機(jī)的不斷普及,人們?cè)絹?lái)越重視在購(gòu)買商品和享受服務(wù)過(guò)程中的體驗(yàn),購(gòu)物體驗(yàn)對(duì)消費(fèi)者購(gòu)買意愿的影響越來(lái)越重要,另外消費(fèi)者從體驗(yàn)過(guò)程中收獲的體驗(yàn)價(jià)值也是影響顧客行為意愿的主要因素。而目前的研究中對(duì)移動(dòng)網(wǎng)絡(luò)購(gòu)物體驗(yàn)與體驗(yàn)價(jià)值、信任、消費(fèi)者行為意愿之間的關(guān)系理論研究還存在不足。本文將從體驗(yàn)價(jià)值的作用入手,深層次的探索消費(fèi)者移動(dòng)網(wǎng)絡(luò)購(gòu)物體驗(yàn)對(duì)顧客行為意愿的影響機(jī)制。本文首先是通過(guò)詳盡的文獻(xiàn)回顧對(duì)消費(fèi)者體驗(yàn)、體驗(yàn)價(jià)值、信任以及消費(fèi)者行為意愿的概念和測(cè)量維度進(jìn)行界定,最終將移動(dòng)網(wǎng)絡(luò)購(gòu)物體驗(yàn)劃分為感官體驗(yàn)、實(shí)用體驗(yàn)、認(rèn)知體驗(yàn)以及關(guān)聯(lián)體驗(yàn)四個(gè)體驗(yàn)維度,同時(shí)通過(guò)對(duì)已有的變量關(guān)系研究的理論推導(dǎo)提出移動(dòng)網(wǎng)絡(luò)購(gòu)物體驗(yàn)影響消費(fèi)者行為意愿的理論模型和相關(guān)研究假設(shè)。同時(shí)結(jié)合專家訪談、消費(fèi)者預(yù)調(diào)研以及預(yù)測(cè)試的結(jié)果對(duì)量表進(jìn)行了修正,最終得出了相關(guān)變量的量表。最后,利用SPSS軟件對(duì)通過(guò)問(wèn)卷調(diào)研采集到的調(diào)研數(shù)據(jù)進(jìn)行了分析,并根據(jù)統(tǒng)計(jì)分析的結(jié)果對(duì)本文的理論研究模型和相關(guān)假設(shè)進(jìn)行了檢驗(yàn)。根據(jù)本研究的模型構(gòu)建和實(shí)證分析,結(jié)合當(dāng)前的購(gòu)物環(huán)境和未來(lái)移動(dòng)網(wǎng)絡(luò)購(gòu)物趨勢(shì),進(jìn)行探討移動(dòng)網(wǎng)絡(luò)購(gòu)物體驗(yàn)通過(guò)體驗(yàn)價(jià)值和消費(fèi)者信任對(duì)消費(fèi)者購(gòu)買意愿的影響機(jī)制,以期對(duì)于企業(yè)如何有針對(duì)性的提升消費(fèi)者移動(dòng)網(wǎng)絡(luò)購(gòu)物體驗(yàn),搶占未來(lái)移動(dòng)網(wǎng)絡(luò)購(gòu)物市場(chǎng),提高顧客的購(gòu)買意愿提供一些借鑒意義。
[Abstract]:With the rapid development of the Internet and the popularity of smartphones under the background of experience economy, people pay more and more attention to the experience in the process of purchasing goods and enjoying services. The influence of shopping experience on consumers' willingness to buy is becoming more and more important. In addition, the experience value gained by consumers from the experience process is also the main factor affecting customer behavior intention. However, the current research on the relationship between mobile online shopping experience and experience value, trust, consumer behavior is still insufficient. Starting with the effect of experience value, this paper explores the influence mechanism of consumer mobile online shopping experience on customer behavior will be deeply explored. In this paper, the concept and measurement dimension of consumer experience, experience value, trust and consumer behavior will be defined through detailed literature review, and finally the mobile online shopping experience will be divided into sensory experience and practical experience. Cognitive experience and related experience are four dimensions of experience. At the same time, through the theoretical derivation of the existing research on the relationship between variables, the theoretical model and related research hypotheses of mobile online shopping experience affecting consumer behavior will be proposed. At the same time, combined with expert interview, consumer pre-survey and pre-test results, the scale was revised, and finally the scale of relevant variables was obtained. Finally, the research data collected by questionnaire are analyzed by SPSS software, and the theoretical research model and related hypotheses are tested according to the results of statistical analysis. According to the model construction and empirical analysis of this study, combined with the current shopping environment and the future trend of mobile online shopping, this paper discusses the influence mechanism of mobile online shopping experience on consumers' willingness to buy through experience value and consumer trust. In order to provide some reference significance for enterprises how to improve the consumer mobile online shopping experience, seize the future mobile online shopping market, and improve customers' willingness to purchase.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55

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