【摘要】：作為一種新的購(gòu)物模式,網(wǎng)絡(luò)購(gòu)物隨著互聯(lián)網(wǎng)的發(fā)展日漸普及。電商網(wǎng)站也隨之發(fā)展起來(lái),這一方面極大豐富了網(wǎng)購(gòu)商品的品種,增加了消費(fèi)者選擇的機(jī)會(huì),另一方面也使得彼此之間的競(jìng)爭(zhēng)更加激烈,時(shí)刻面臨著被淘汰的危險(xiǎn)。在激烈的競(jìng)爭(zhēng)中如何贏得更多消費(fèi)者的青睞是每一個(gè)電商網(wǎng)站所關(guān)心的問(wèn)題。本文試圖通過(guò)對(duì)消費(fèi)者購(gòu)物網(wǎng)站選擇意愿的研究,了解其影響因素及影響機(jī)制,從而為電商網(wǎng)站有針對(duì)的性的改善自身以贏得更多消費(fèi)者提供一點(diǎn)參考。總結(jié)已有研究成果,基于消費(fèi)者感知,本文從商品及購(gòu)物網(wǎng)站兩個(gè)方面考慮,建立以感知價(jià)值為中介變量,感知產(chǎn)品質(zhì)量、感知網(wǎng)站質(zhì)量、感知產(chǎn)品成本和感知網(wǎng)站風(fēng)險(xiǎn)為自變量,認(rèn)知卷入度、情感卷入度及網(wǎng)站聲譽(yù)為調(diào)節(jié)變量的消費(fèi)者購(gòu)物網(wǎng)站選擇意愿模型并提出相應(yīng)假設(shè)。通過(guò)問(wèn)卷調(diào)查獲取實(shí)證數(shù)據(jù),并對(duì)數(shù)據(jù)進(jìn)行描述性分析、探索性及驗(yàn)證性因子分析、結(jié)構(gòu)方程分析、多群組分析等統(tǒng)計(jì)分析以驗(yàn)證相關(guān)假設(shè)。實(shí)證分析顯示本文提出的理論模型基本得到支持,研究結(jié)果表明：首先,感知產(chǎn)品質(zhì)量、感知網(wǎng)站質(zhì)量顯著正向影響購(gòu)物網(wǎng)站選擇意愿,感知產(chǎn)品成本和感知網(wǎng)站風(fēng)險(xiǎn)顯著負(fù)向影響網(wǎng)站選擇意愿；其次,感知價(jià)值的中介效應(yīng)顯著,即感知產(chǎn)品質(zhì)量等四個(gè)自變量除直接影響網(wǎng)站選擇意愿外還會(huì)通過(guò)影響感知價(jià)值對(duì)網(wǎng)站選擇意愿產(chǎn)生間接影響；再次,認(rèn)知卷入度和情感卷入度對(duì)購(gòu)物網(wǎng)站選擇意愿具有調(diào)節(jié)作用,感知產(chǎn)品質(zhì)量和感知網(wǎng)站風(fēng)險(xiǎn)對(duì)高認(rèn)知卷入度的消費(fèi)者影響更大,感知網(wǎng)站質(zhì)量對(duì)低認(rèn)知卷入度的消費(fèi)者影響更大,感知產(chǎn)品質(zhì)量對(duì)高情感卷入度的消費(fèi)者影響更大,感知網(wǎng)站質(zhì)量對(duì)低情感卷入度的消費(fèi)者影響更大；最后,網(wǎng)站聲譽(yù)對(duì)購(gòu)物網(wǎng)站選擇意愿也存在調(diào)節(jié)作用,在高網(wǎng)站聲譽(yù)下感知網(wǎng)站風(fēng)險(xiǎn)對(duì)網(wǎng)站選擇意愿的影響顯著低于低網(wǎng)站聲譽(yù)下的影響。最后針對(duì)本文研究結(jié)果提出了相關(guān)建議,希望可以為電商網(wǎng)站的經(jīng)營(yíng)起到一點(diǎn)參考作用,使其可以更有針對(duì)性的改善自身以吸引更多消費(fèi)者。
[Abstract]:As a new shopping mode, online shopping is becoming more and more popular with the development of Internet. With the development of e-commerce websites, this has greatly enriched the variety of goods purchased online, increased the opportunities for consumers to choose, on the other hand, it also makes the competition between each other more fierce, always facing the danger of being eliminated. How to win the favor of more consumers in the fierce competition is the concern of every ecommerce website. This paper attempts to study the consumer shopping website choice will understand its influence factors and influence mechanism so as to provide a little reference for e-commerce websites to improve their own in order to win more consumers. Summing up the existing research results, based on consumer perception, this paper from the commodity and shopping website, the establishment of perceived value as an intermediary variable, perceived product quality, perceived website quality, Perceived product cost and perceived website risk are independent variables, cognitive involvement degree, emotional involvement degree and website reputation as the adjustment variables of consumer shopping website choice willingness model and put forward the corresponding assumptions. The empirical data are obtained by questionnaire, and the relevant hypotheses are verified by descriptive analysis, exploratory and confirmatory factor analysis, structural equation analysis, multi-group analysis and so on. The empirical analysis shows that the theoretical model proposed in this paper is basically supported. The results show that: first, perceived product quality and perceived website quality significantly positively affect the willingness to choose shopping websites. Perceived product cost and perceived site risk significantly negatively affect the willingness to choose the website. Secondly, the intermediary effect of perceived value is significant. That is, the perceived product quality and other four independent variables in addition to directly affect the site selection will also affect the perceived value of the site through the indirect impact of willingness to choose; again, Cognitive involvement and emotional involvement had a moderating effect on the willingness to choose a shopping site, and perceived product quality and perceived site risk had a greater impact on consumers with high cognitive involvement. Perceived website quality has a greater impact on consumers with low cognitive involvement, perceived product quality has greater impact on consumers with high emotional involvement, and perceived website quality has greater impact on consumers with low emotional involvement. The website reputation also has the adjustment function to the shopping website choice intention, under the high website reputation perception website risk influence to the website choice willingness is obviously lower than the low website reputation influence. In the end, some suggestions are put forward in this paper, hoping to provide some reference for the management of e-commerce websites, so that they can improve themselves more pertinently to attract more consumers.
【學(xué)位授予單位】：西南交通大學(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)：2203116