發(fā)布時(shí)間：2020-12-02 13:12

　　近年來(lái),印度尼西亞越來(lái)越多的貿(mào)易和服務(wù)型企業(yè)開始使用電子商務(wù)系統(tǒng)作為在線銷售的媒介。與此同時(shí),印度尼西亞快速增長(zhǎng)的互聯(lián)網(wǎng)環(huán)境所創(chuàng)造出的商業(yè)環(huán)境也為電子商務(wù)企業(yè)提供了良好的發(fā)展機(jī)會(huì)。由于印度尼西亞擁有眾多在線購(gòu)買和銷售網(wǎng)站,因此電子商務(wù)企業(yè)便致力于采用各種方式來(lái)吸引消費(fèi)者購(gòu)買其產(chǎn)品。然而,消費(fèi)者行為具有復(fù)雜性的現(xiàn)實(shí)挑戰(zhàn)也使印尼電子商務(wù)企業(yè)深受困擾。這是因?yàn)槭袌?chǎng)上包含不同的消費(fèi)者、不同的文化和宗教以及不同的消費(fèi)觀念。因此,確定影響印度尼西亞消費(fèi)者在線購(gòu)買意愿的決定性因素十分重要。本研究的目的是確定促銷、聲譽(yù)、服務(wù)質(zhì)量、感知風(fēng)險(xiǎn)和社會(huì)環(huán)境是否會(huì)影響印尼消費(fèi)者在Tokopedia購(gòu)物網(wǎng)站上的購(gòu)買意愿。在本研究中,使用立意抽樣方法收集數(shù)據(jù)。調(diào)查問(wèn)卷主要通過(guò)網(wǎng)絡(luò)發(fā)送。調(diào)查問(wèn)卷使用Google Forms或Google Spreadsheets,問(wèn)卷通過(guò)網(wǎng)站鏈接發(fā)送。該調(diào)查問(wèn)卷由各種互聯(lián)網(wǎng)通信應(yīng)用程序發(fā)送,如Gmail、Yahoo、WhatsApp、Facebook、Line、微信和其他郵件應(yīng)用程序。本研究共發(fā)放問(wèn)卷538份,其中500份為有效問(wèn)卷,問(wèn)卷的對(duì)象是在Tokopedia購(gòu)物的印度尼西亞人... 

【文章來(lái)源】：揚(yáng)州大學(xué)江蘇省

【文章頁(yè)數(shù)】：95 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
ABSTRACT
CHAPTER 1 INTRODUCTION
    1.1 Research Background
    1.2 Past Researches
    1.3 Research Significance
        1.3.1 Theoretical significance
        1.3.2 Practical significance
    1.4 Research Purposes and Research Content
        1.4.1 Research purposes
        1.4.2 Research content
    1.5 Research Methods and Technical Routes
        1.5.1 Research methods
        1.5.2 Technical route
    1.6 Innovations
CHAPTER 2 THEORETICAL ANALYSIS AND CONCEPTS
    2.1 Conceptual Research on E-commerce and C2C （Consumer to Consumer）
    2.2 Factors Affecting Consumer Purchase Behavior
        2.2.1 Consumer Purchase Behavior in Indonesia
    2.3 Promotion Concept Research
    2.4 Reputation Concept Research
    2.5 Service Quality Concept Research
    2.6 Perceived Risk Concept Research
    2.7 Social Environment Concept Research
    2.8 Online Consumers' Purchase Intention Concept Research
    2.9 Summary
CHAPTER 3 HYPOTHESIS AND THEORETICAL MODEL CONSTRUCTION
    3.1 Research Hypothesis and Theoretical Model
        3.1.1 The effect of promotion on purchase intention
        3.1.2 The effect of reputation on purchase intention
        3.1.3 The effect of service quality on purchase intention
        3.1.4 The effect of perceived risk on purchase intention
        3.1.5 The effect of social environment on purchase intention
        3.1.6 Theoretical model
    3.2 Definition and Measurement of Research Variables
        3.2.1 Promotion variable
        3.2.2 Reputation variable
        3.2.3 Service quality variable
        3.2.4 Perceived risk variable
        3.2.5 Social environment variable
        3.2.6 Consumers' online purchase intention variables
    3.3 Research Methodology
        3.3.1 Research Design
        3.3.2 Data Collection Technique
        3.3.3 Population and Samples
        3.3.4     Statistics Analysis
CHAPTER 4 EMPIRICAL ANALYSIS: ANALYSIS OF FACTORS INFLUENCINGCONSUMERS' ONLINE PURCHASE INTENTION
    4.1 Introduction of Tokopedia
    4.2 Descriptive Statistical Analysis
    4.3 Reliability and Validity Analysis
        4.3.1 Reliability Analysis
        4.3.2 Validity Analysis
    4.4 Factor Analysis
    4.5 Correlation Coefficient Test
    4.6 Multiple Linear Regression Analysis
        4.6.1 Individual Parameter Significance Test
        4.6.2 Multicollinearity Test
        4.6.3 Simultaneous Significance Test
        4.6.4 Multiple Correlation Test
        4.6.5 Determination Coefficient Test
    4.7 Research Results
CHAPTER 5 CONCLUSION AND OUTLOOK
    5.1 Management Advices
    5.2 Limitations of Research
    5.3 Future Research Outlook
    5.4 Conclusion
References
Appendix
Acknowledgement



本文編號(hào)：2895369