【摘要】：21世紀互聯(lián)網(wǎng)技術的發(fā)展給人們的日常生活帶來了巨大的影響,人們的行為方式有了新的時代特征。近年來電子商務借助先進的互聯(lián)網(wǎng)科學技術得到迅猛發(fā)展,網(wǎng)購已成為了大眾化消費模式,任何普通群體都能利用網(wǎng)絡平臺很便捷的享受網(wǎng)購服務。近年來中國的網(wǎng)購規(guī)模日益增大,網(wǎng)購用戶越來越多,網(wǎng)購人群結構越來越多樣,網(wǎng)購商品也越來越豐富。網(wǎng)絡提供了一個新型的消費平臺,改變了人們傳統(tǒng)的單一購物模式,讓消費市場產(chǎn)生了新的形式和活力。同時許多企業(yè)和零售商販把目標市場也定位到了電子商務的平臺,通過互聯(lián)網(wǎng)技術這一溝通橋梁,幫助他們直面的和消費者進行交易,不僅有效節(jié)省了顯性成本和時間成本,也減去了像開實體店那樣繁瑣的審批手續(xù)。中國和泰國地域相鄰,各方聯(lián)系也日益密切,中國互聯(lián)網(wǎng)技術的發(fā)展步伐明顯高于泰國,電子商務這一新興領域得到不斷發(fā)展,在第三產(chǎn)業(yè)的經(jīng)濟增長中占據(jù)了重要地位。由此也讓泰國開始逐漸重視這一新興消費領域,數(shù)據(jù)顯示近年來泰國的網(wǎng)購市場規(guī)模日趨擴大,網(wǎng)購商品也變得豐富多樣,但是在技術平臺的建設方面還顯得不足。鑒于這一新興消費市場的成熟發(fā)展對泰國經(jīng)濟總體的促進明顯,泰國中央政府也開始高度重視來推進這一平臺領域的建設,消費是經(jīng)濟增長“三駕馬車”中的重要一支,促進內(nèi)需能有效發(fā)揮其推動經(jīng)濟發(fā)展的作用。此外,在對比兩國電子商務領域發(fā)展現(xiàn)狀基礎上,分析消費群體的行為特征對把握電子商務的未來走向有很好的指導作用。在本文寫作前期筆者閱讀了大量關于研究大學生消費行為的文獻資料,對大學生網(wǎng)購消費這一新興領域也逐漸成為眾多學者關注的焦點,過去多以市場營銷學、社會心理學為研究視角,圍繞大學生的個性特征、追求時尚的心態(tài),通過迎合他們的需求為導向來給商品經(jīng)營者提出對策建議。本文在總結前人豐富的理論研究基礎上,采用理論結合實證,通過量化大學生網(wǎng)購行為的影響因素,來探究他們對網(wǎng)購這一消費模式的認知程度,以期預測網(wǎng)購未來的發(fā)展趨勢。本文選取大學生群體為網(wǎng)購研究樣本,基于兩國大學生不同的消費行為特征進行比較研究,通過查閱相關文獻,了解中、泰大學生消費文化觀念,設計調(diào)查問卷,了解影響他們對網(wǎng)購的看法和選擇,把影響網(wǎng)購的行為因素分為購物動機、購物環(huán)境、購物問題等幾大類,歸集影響他們網(wǎng)購的各因素維度,再對收集到的數(shù)據(jù)整合分析并歸納總結,定量探究最顯著影響兩國大學生網(wǎng)購行為的因素是什么?他們網(wǎng)購時遇到的問題是什么?最后歸因分析并得出相關結論和建議,本文認為中、泰網(wǎng)店經(jīng)營者必須以大學生時代特性為認識,基于對方的訴求去滿足個性化的需要。同時中、泰兩國政府必須有效加強監(jiān)管,規(guī)范行業(yè)經(jīng)營行為,在網(wǎng)絡安全運營上加大技術投入,提供一個安全可靠的消費環(huán)境,才能使網(wǎng)絡消費這一平臺得到大眾認可,為電子商務持續(xù)發(fā)展提供保障。
[Abstract]:In twenty-first Century, the development of Internet technology has brought great influence on people's daily life. People's behavior has a new characteristic of the times. In recent years, electronic commerce has developed rapidly with the help of advanced Internet Science and technology. Online shopping has become a popular consumption pattern, and any common group can make use of the network platform very easily. Enjoy online shopping services. In recent years, the scale of online shopping in China is increasing, the number of online shopping users is increasing, the structure of online shopping is becoming more and more diverse and the online shopping is becoming more and more rich. The network provides a new type of consumer platform, changing the traditional single shopping model, making the consumer market new form and vitality. At the same time, many enterprises have made a new form and vitality. Industry and retail traders are also positioning the target market to the platform of e-commerce. Through the communication bridge of Internet technology, it helps them to trade directly with consumers, not only effectively saves the explicit cost and time cost, but also subtracts the tedious examination and approval procedures like the open entity store. China and Thailand region are adjacent to each other. The pace of the development of Internet technology in China is obviously higher than that of Thailand. The emerging field of electronic commerce has been continuously developed and occupies an important position in the economic growth of the third industry. Thus, Thailand has begun to pay more attention to this emerging field of consumption. The data show that the size of the online shopping market in Thailand is expanding in recent years. In view of the rapid development of this new consumer market, the central government of Thailand has begun to attach great importance to the construction of this platform. Consumption is an important part of the "three carriages" of economic growth, as the central government of Thailand has begun to attach great importance to the construction of this platform. In addition, on the basis of comparing the current situation of the development of e-commerce in the two countries, the analysis of the behavior characteristics of the consumer groups has a good guiding role to grasp the future trend of e-commerce. In the early stage of this paper, I read a lot of articles about the study of College Students' consumption behavior. The new field of online shopping and consumption for college students has gradually become the focus of attention of many scholars. In the past, the research on marketing and social psychology was the research perspective, and the personality characteristics of college students and the pursuit of fashion mentality were put forward. On the basis of the rich theoretical research of the predecessors, we use the theory of combining theory with empirical analysis to quantify the influence factors of online shopping behavior of college students, to explore their cognition of the consumption pattern of online shopping, in order to predict the future trend of online shopping. For the characteristics of the comparative study, through consulting the relevant literature, to understand the concept of consumption culture of Thai college students, design questionnaires, understand the impact of their views and choices on online shopping, and classify the factors affecting online shopping into shopping motivation, shopping environment, shopping problems, and other factors affecting their online shopping factors, and then the collection of the factors. What are the most significant factors that affect the online shopping behavior of college students in the two countries? What are the problems they have encountered when they buy online shopping? The final attribution analysis and the relevant conclusions and suggestions. At the same time, the government of the two countries must effectively strengthen the supervision, standardize the operation of the industry, increase the technical input in the network security operation, and provide a safe and reliable consumption environment, so that the network consumption platform can be recognized by the public and provide the guarantee for the continuous development of e-commerce.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.55

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