網(wǎng)購過程中服務(wù)接觸對消費者購買意向的影響機理研究
發(fā)布時間：2019-06-02 01:03
【摘要】：隨著網(wǎng)絡(luò)技術(shù)的發(fā)展、傳統(tǒng)經(jīng)營模式的變革、消費者生活方式的轉(zhuǎn)變,消費者網(wǎng)購趨勢方興未艾；同時以阿里巴巴為首的電子商務(wù)企業(yè)的巨大成功,無時無刻不刺激著廣闊的電商市場。網(wǎng)購趨勢的拉動,網(wǎng)店利益的驅(qū)使,網(wǎng)店大量出現(xiàn)。網(wǎng)店大量出現(xiàn)給消費者帶來便利,但更多的是帶來網(wǎng)店經(jīng)營的同質(zhì)化,從而產(chǎn)生激烈的競爭；如何在競爭中促進消費者產(chǎn)生購買產(chǎn)品的意向、營造自己的競爭優(yōu)勢,成為網(wǎng)店經(jīng)營者必須面對的問題。另外,在激烈的競爭中,不法網(wǎng)店經(jīng)營者在利益驅(qū)使下銷售假冒產(chǎn)品、提供劣質(zhì)服務(wù),損害了消費者的合法權(quán)益,消費者如何提高在網(wǎng)購中認知風險的能力,也是一個需要解決的問題�；谝陨媳尘�,本文引入了服務(wù)接觸概念,基于消費者行為相關(guān)理論分析了網(wǎng)購過程中服務(wù)接觸對消費者購買意向的影響機理,并運用實證研究的方法探討了服務(wù)接觸與購買意向的關(guān)系以及二者關(guān)系中感知風險的中介作用和產(chǎn)品涉入的調(diào)節(jié)作用。本文首先通過參考大量文獻,綜合分析服務(wù)接觸、消費者購買意向、感知風險、產(chǎn)品涉入的本體研究及相關(guān)研究,在此基礎(chǔ)上提出了解釋服務(wù)接觸影響消費者購買意向的總體理論模型(GTM)；從總體理論模型(GTM)中摘取了認知途徑下感知風險中介作用、產(chǎn)品涉入調(diào)節(jié)作用的簡單模型(RIM),并提出了相關(guān)假設(shè)用于實證。其次,通過對預調(diào)研抽取的100個樣本數(shù)據(jù)的描述性分析、項目分析、信度和效度分析,優(yōu)化設(shè)計了本文的測量問卷。正式調(diào)研中收集了607個有效數(shù)據(jù),以其為樣本分析了服務(wù)接觸對消費者購買意向的影響。分析中運用SPSS22.0軟件對個體測量模型、假設(shè)進行了檢驗,并進行了單因素方差分析。本文通過實證得出如下結(jié)論。第一,服務(wù)接觸及其子維度正向影響消費者購買意向,即服務(wù)接觸、口碑接觸、技術(shù)接觸、人員接觸會顯著影響消費者是否產(chǎn)生購買產(chǎn)品的意向。第二,服務(wù)接觸對消費者感知風險具有顯著的負向影響。第三,經(jīng)濟風險、功能風險、隱私風險對消費者購買意向的負向影響又一次得到驗證。第四,感知風險在服務(wù)接觸與消費者的購買意向中起到了完全的中介作用。第五,產(chǎn)品涉入在服務(wù)接觸及其子維度——口碑接觸、技術(shù)接觸、人員接觸與消費者購買意向中起到正向的調(diào)節(jié)作用。本文在理論層面上,對幾個混淆使用的概念進行了辨析,構(gòu)建了服務(wù)接觸與購買意向的總體概念模型,并對認知途徑下感知風險中介作用和產(chǎn)品涉入作用進行了實證,輔之優(yōu)化了有關(guān)測量量表。在實踐層面上,對于網(wǎng)店經(jīng)營者正確認識消費者感知風險對網(wǎng)店經(jīng)營的重要性,以及從服務(wù)接觸視角改善網(wǎng)店經(jīng)營提供了學理證明與可行性建議；同時對于消費者合理評估網(wǎng)購可能存在的風險提供了清晰的視角。
[Abstract]:With the development of network technology, the change of traditional business model, the change of consumer life style, the trend of consumer online shopping is in the ascendant. At the same time, the great success of e-commerce enterprises led by Alibaba stimulates the broad e-commerce market all the time. The pull of the trend of online shopping, driven by the interests of online stores, a large number of online stores appear. A large number of online stores bring convenience to consumers, but more bring about the homogenization of online store management, resulting in fierce competition; How to promote consumers to buy products in the competition and create their own competitive advantage has become a problem that online store operators must face. In addition, in the fierce competition, illegal online store operators sell counterfeit products and provide inferior services driven by interests, which damages the legitimate rights and interests of consumers and how consumers can improve their ability to recognize risks in online shopping. It is also a problem that needs to be solved. Based on the above background, this paper introduces the concept of service contact, and analyzes the influence mechanism of service contact on consumers' purchase intention in the process of online shopping based on the theory of consumer behavior. The relationship between service contact and purchase intention, the intermediary role of perceived risk and the regulation of product involvement in the relationship between service contact and purchase intention are discussed by means of empirical research. First of all, this paper makes a comprehensive analysis of service contact, consumer purchase intention, perceived risk, product involvement ontology research and related research by referring to a large number of literature, comprehensive analysis of service contact, consumer purchase intention, perceived risk, product involvement ontology research and related research. On this basis, an overall theoretical model (GTM); is proposed to explain the influence of service contact on consumers' purchase intention. From the overall theoretical model (GTM), a simple model (RIM), which perceives the intermediary role of perceived risk and product involvement in the cognitive approach, is extracted from the overall theoretical model (RIM), and the relevant assumptions are put forward for empirical application. Secondly, through the descriptive analysis, item analysis, reliability and validity analysis of 100 sample data, the questionnaire is optimized. 607 valid data were collected in the formal survey, and the influence of service contact on consumer purchase intention was analyzed. In the analysis, the individual measurement model is tested by SPSS22.0 software, and the one-factor variance analysis is carried out. This paper draws the following conclusions through empirical research. First, service contact and its sub-dimensions have a positive impact on consumer purchase intention, that is, service contact, word-of-mouth contact, technical contact, personnel contact will significantly affect whether consumers have the intention to buy products. Second, service exposure has a significant negative impact on consumer perceived risk. Third, the negative impact of economic risk, functional risk and privacy risk on consumer purchase intention has been verified again. Fourth, perceived risk plays a complete intermediary role in service contact and consumer purchase intention. Fifth, product involvement plays a positive role in service contact and its sub-dimensions-word-of-mouth contact, technical contact, personnel contact and consumer purchase intention. At the theoretical level, this paper analyzes several concepts of confusion, constructs the overall conceptual model of service contact and purchase intention, and demonstrates the role of perceived risk intermediary and product involvement in the cognitive approach. In addition, the relevant measurement scales were optimized. At the practical level, it provides theoretical proof and feasible suggestions for online store operators to correctly understand the importance of consumer perceived risk to online store management, and to improve online store management from the perspective of service contact. At the same time, it provides a clear perspective for consumers to reasonably evaluate the possible risks of online shopping.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F713.55
本文編號：2490713
[Abstract]:With the development of network technology, the change of traditional business model, the change of consumer life style, the trend of consumer online shopping is in the ascendant. At the same time, the great success of e-commerce enterprises led by Alibaba stimulates the broad e-commerce market all the time. The pull of the trend of online shopping, driven by the interests of online stores, a large number of online stores appear. A large number of online stores bring convenience to consumers, but more bring about the homogenization of online store management, resulting in fierce competition; How to promote consumers to buy products in the competition and create their own competitive advantage has become a problem that online store operators must face. In addition, in the fierce competition, illegal online store operators sell counterfeit products and provide inferior services driven by interests, which damages the legitimate rights and interests of consumers and how consumers can improve their ability to recognize risks in online shopping. It is also a problem that needs to be solved. Based on the above background, this paper introduces the concept of service contact, and analyzes the influence mechanism of service contact on consumers' purchase intention in the process of online shopping based on the theory of consumer behavior. The relationship between service contact and purchase intention, the intermediary role of perceived risk and the regulation of product involvement in the relationship between service contact and purchase intention are discussed by means of empirical research. First of all, this paper makes a comprehensive analysis of service contact, consumer purchase intention, perceived risk, product involvement ontology research and related research by referring to a large number of literature, comprehensive analysis of service contact, consumer purchase intention, perceived risk, product involvement ontology research and related research. On this basis, an overall theoretical model (GTM); is proposed to explain the influence of service contact on consumers' purchase intention. From the overall theoretical model (GTM), a simple model (RIM), which perceives the intermediary role of perceived risk and product involvement in the cognitive approach, is extracted from the overall theoretical model (RIM), and the relevant assumptions are put forward for empirical application. Secondly, through the descriptive analysis, item analysis, reliability and validity analysis of 100 sample data, the questionnaire is optimized. 607 valid data were collected in the formal survey, and the influence of service contact on consumer purchase intention was analyzed. In the analysis, the individual measurement model is tested by SPSS22.0 software, and the one-factor variance analysis is carried out. This paper draws the following conclusions through empirical research. First, service contact and its sub-dimensions have a positive impact on consumer purchase intention, that is, service contact, word-of-mouth contact, technical contact, personnel contact will significantly affect whether consumers have the intention to buy products. Second, service exposure has a significant negative impact on consumer perceived risk. Third, the negative impact of economic risk, functional risk and privacy risk on consumer purchase intention has been verified again. Fourth, perceived risk plays a complete intermediary role in service contact and consumer purchase intention. Fifth, product involvement plays a positive role in service contact and its sub-dimensions-word-of-mouth contact, technical contact, personnel contact and consumer purchase intention. At the theoretical level, this paper analyzes several concepts of confusion, constructs the overall conceptual model of service contact and purchase intention, and demonstrates the role of perceived risk intermediary and product involvement in the cognitive approach. In addition, the relevant measurement scales were optimized. At the practical level, it provides theoretical proof and feasible suggestions for online store operators to correctly understand the importance of consumer perceived risk to online store management, and to improve online store management from the perspective of service contact. At the same time, it provides a clear perspective for consumers to reasonably evaluate the possible risks of online shopping.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F713.55
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，本文編號：2490713
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