本文關(guān)鍵詞： 跨境網(wǎng)購(gòu) 多階段決策 感知風(fēng)險(xiǎn) 耦合 供應(yīng)鏈關(guān)系　出處：《中國(guó)礦業(yè)大學(xué)》2016年博士論文　論文類型：學(xué)位論文

【摘要】：本文以跨境網(wǎng)購(gòu)這一蓬勃發(fā)展的新型電子商務(wù)模式為情境,以消費(fèi)者區(qū)別于傳統(tǒng)購(gòu)物的多階段決策為切入,以感知風(fēng)險(xiǎn)動(dòng)態(tài)研究為視角,創(chuàng)新性地提出“感知風(fēng)險(xiǎn)耦合”的概念,著重研究消費(fèi)者感知風(fēng)險(xiǎn)的動(dòng)態(tài)形成機(jī)理。首先,論文在對(duì)相關(guān)文獻(xiàn)進(jìn)行回顧評(píng)述的基礎(chǔ)上,從理論研究的視角對(duì)海代、海淘和進(jìn)口零售電商三種購(gòu)物類型和多階段決策特征進(jìn)行了細(xì)致分析和比較,并基于對(duì)跨境電商生態(tài)環(huán)境的分析,刻畫出跨境網(wǎng)購(gòu)中客觀存在的風(fēng)險(xiǎn)因素。研究得出:不同類型的跨境網(wǎng)購(gòu)情境下,消費(fèi)者決策均具有多階段決策特征,存在理論創(chuàng)新空間;跨境電商生態(tài)環(huán)境包括參與主體、產(chǎn)業(yè)關(guān)聯(lián)和資源要素三大基本構(gòu)成,相應(yīng)地會(huì)產(chǎn)生主體風(fēng)險(xiǎn)、業(yè)務(wù)風(fēng)險(xiǎn)和環(huán)境風(fēng)險(xiǎn),并可進(jìn)一步歸納為消費(fèi)者、行業(yè)發(fā)展和宏觀環(huán)境三個(gè)方面。其次,論文鑒于跨境網(wǎng)購(gòu)行為和感知風(fēng)險(xiǎn)動(dòng)態(tài)研究的缺失,運(yùn)用扎根理論研究方法,對(duì)跨境網(wǎng)購(gòu)消費(fèi)者感知風(fēng)險(xiǎn)構(gòu)成和影響因素的資料進(jìn)行收集分析和理論發(fā)展,形成跨境網(wǎng)購(gòu)消費(fèi)者多階段決策感知風(fēng)險(xiǎn)動(dòng)態(tài)形成機(jī)理的自然涌現(xiàn)。研究得出:消費(fèi)者感知風(fēng)險(xiǎn)受情境因素、供應(yīng)鏈因素、消費(fèi)者因素共同影響,表現(xiàn)出13個(gè)風(fēng)險(xiǎn)維度,它們依感知環(huán)境風(fēng)險(xiǎn)、感知過(guò)程風(fēng)險(xiǎn)、感知結(jié)果風(fēng)險(xiǎn)的內(nèi)涵關(guān)系和感知訂貨風(fēng)險(xiǎn)、感知支付風(fēng)險(xiǎn)、感知物流風(fēng)險(xiǎn)的業(yè)務(wù)關(guān)系,發(fā)生關(guān)聯(lián)并相互作用,動(dòng)態(tài)耦合形成整體感知風(fēng)險(xiǎn)。然后,論文針對(duì)上述理論模型中的三部分核心內(nèi)容進(jìn)行三方面深化研究:一是針對(duì)感知風(fēng)險(xiǎn)的多維結(jié)構(gòu),主要運(yùn)用問(wèn)卷調(diào)研和相關(guān)數(shù)理統(tǒng)計(jì)方法,對(duì)不同維度(13個(gè)風(fēng)險(xiǎn)維度)、不同階段(訂貨階段、支付階段、物流階段)、不同渠道(海代、海淘、進(jìn)口零售電商)感知風(fēng)險(xiǎn)的動(dòng)態(tài)呈現(xiàn)進(jìn)行了量化研究。研究得出:各渠道情境下不同維度感知風(fēng)險(xiǎn)在不同決策階段有著不同的權(quán)重表現(xiàn);不同決策階段感知風(fēng)險(xiǎn)之間顯著相關(guān),并呈現(xiàn)出“訂貨階段感知風(fēng)險(xiǎn)㩳支付階段感知風(fēng)險(xiǎn)㩳物流階段感知風(fēng)險(xiǎn)”的特征;在不同渠道情境下,三個(gè)決策階段感知風(fēng)險(xiǎn)表現(xiàn)各異,但就整體感知風(fēng)險(xiǎn)而言,海代渠道下最高,海淘和進(jìn)口零售電商渠道下差異并不顯著。二是針對(duì)感知風(fēng)險(xiǎn)的形成過(guò)程,借鑒物理學(xué)中“耦合”的概念,創(chuàng)新性地提出感知風(fēng)險(xiǎn)耦合問(wèn)題,主要運(yùn)用文獻(xiàn)研究、數(shù)學(xué)建模和相關(guān)數(shù)理統(tǒng)計(jì)方法,研究感知風(fēng)險(xiǎn)的耦合要素、影響因素等內(nèi)容,得出感知風(fēng)險(xiǎn)耦合機(jī)理,并基于調(diào)研數(shù)據(jù)對(duì)不同范疇下感知風(fēng)險(xiǎn)的耦合路徑進(jìn)行了實(shí)證研究。研究得出:消費(fèi)者的多維感知風(fēng)險(xiǎn),以消費(fèi)者為顯性載體,以信息為隱性載體,主要受供應(yīng)鏈組織性因素和消費(fèi)者自身因素驅(qū)動(dòng),依照感知風(fēng)險(xiǎn)產(chǎn)生的業(yè)務(wù)節(jié)點(diǎn)和內(nèi)涵關(guān)系彼此聯(lián)系,并以此為路徑,在同質(zhì)或異質(zhì)維度之間發(fā)生著流動(dòng)與耦合,形成了相應(yīng)的耦合鏈和耦合網(wǎng),以及正向、純度或負(fù)向的耦合效應(yīng),并最終形成整體感知風(fēng)險(xiǎn)。三是針對(duì)感知風(fēng)險(xiǎn)影響因素,結(jié)合理論發(fā)展和電商實(shí)踐需要,篩選出“供應(yīng)鏈關(guān)系”這一創(chuàng)新性的行為影響變量以及“產(chǎn)品特征”變量,主要運(yùn)用兩個(gè)兩因素兩水平混合設(shè)計(jì)的實(shí)驗(yàn),研究供應(yīng)鏈關(guān)系(緊密型vs.松散型)和產(chǎn)品特征(功能型vs.享樂(lè)型和高稅率vs.低稅率)對(duì)感知風(fēng)險(xiǎn)耦合效應(yīng)的交互影響。研究得出:供應(yīng)鏈關(guān)系緊密程度與感知風(fēng)險(xiǎn)耦合強(qiáng)度正相關(guān);供應(yīng)鏈關(guān)系、產(chǎn)品特征,以及兩個(gè)變量交互對(duì)感知風(fēng)險(xiǎn)耦合效應(yīng)均有顯著影響;對(duì)于功能型產(chǎn)品,消費(fèi)者感知風(fēng)險(xiǎn)在緊密型供應(yīng)鏈關(guān)系下會(huì)發(fā)生收斂,在松散型供應(yīng)鏈關(guān)系下則會(huì)發(fā)生放大;對(duì)于享樂(lè)型產(chǎn)品,消費(fèi)者感知風(fēng)險(xiǎn)在不同供應(yīng)鏈關(guān)系下的感知風(fēng)險(xiǎn)耦合方向并不顯著;對(duì)于高稅率產(chǎn)品,消費(fèi)者感知風(fēng)險(xiǎn)在緊密型供應(yīng)鏈關(guān)系下會(huì)發(fā)生放大,在松散型供應(yīng)鏈關(guān)系下則會(huì)發(fā)生收斂;對(duì)于低稅率產(chǎn)品,消費(fèi)者感知風(fēng)險(xiǎn)在緊密型供應(yīng)鏈關(guān)系下會(huì)發(fā)生收斂,在松散型供應(yīng)鏈關(guān)系下則會(huì)發(fā)生放大。最后,論文對(duì)全文的研究結(jié)論、研究創(chuàng)新和研究局限做出總結(jié),并結(jié)合相關(guān)結(jié)論對(duì)政府市場(chǎng)監(jiān)管和企業(yè)電商實(shí)務(wù)提出若干建議。
[Abstract]:In this paper, the new e-commerce model of cross-border online shopping this booming situation, the consumer is different from the traditional shopping multi stage decision as the breakthrough, to study the dynamic risk perception perspective, puts forward the innovative concept of "perceived risk coupling", the formation mechanism of dynamic focusing on consumers' perceived risk. Firstly, in this paper based on a review of the relevant literature, from the perspective of theoretical research on the generation of the sea, the sea Amoy and imported three types of retail electricity providers shopping and multistage decision characteristics carried out a detailed analysis and comparison, based on the analysis of the cross-border electricity supplier ecological environment, depicts the risk factors exist in the cross-border online shopping research obtains. Different types of cross-border online shopping environment, consumers have characteristics of multi stage decision making, there is theoretical innovation space; cross-border electricity supplier ecological environment including participation in the main body, the industry related The three basic elements and resources which in turn produce the main risk, business risk and environmental risk, and can be further divided into consumer, three aspects of the development of the industry and the macro environment. Secondly, in view of the lack of cross-border online shopping behavior and perceived risk dynamic research, using grounded theory research method, factor data of cross-border online shopping the composition and the impact of consumer perceived risk collection analysis and theory development, form a natural mechanism for emergence of cross-border online shopping consumer perceived risk dynamic multi stage decision. The study concluded that: the consumer perceived risk by situational factors, supply chain factors, influence consumer factors, showing 13 risk dimensions, according to their perceived environmental risk perception risk perception, risk perception and the connotation of the relationship in order to pay risk, risk perception, risk perception of logistics business relationship, relationship Contact and interaction, the dynamic coupling form the overall perceived risk. Then, according to the three part of the theoretical model of the core content of deepening the study of three aspects: one is the multidimensional structure of perceived risk, mainly using questionnaire survey and mathematical statistics method, of different dimensions (13 risk dimensions), different stages (order the payment stage, stage, stage, logistics) of different channels (sea, sea Amoy, imports of retail electricity supplier) dynamic presentation of perceived risk were quantitatively studied. The results show that the channel under the situation of different dimensions of perceived risk in different stages of decision-making with different weights; a significant correlation between perceived risk and different stages of decision-making. Showing the ordering stage perceived risk perceived risk? Payment stage? Characteristics of logistics stage perceived risk "; in the context of different channels, three decision-making stage risk perception is different, but The overall perceived risk, the highest generation sea channel, sea Amoy import and retail electricity supplier channels under the difference is not significant. Two is for the forming process of perceived risk, referring to the physics quotcouplingquot concept, put forward the perceived risk coupling problem creatively, mainly using literature research, mathematical modeling and mathematical statistics method study on perceived risk, coupling factors, content and other factors, the perceived risk coupling mechanism, and based on the survey data on the perceived risk of different coupling path under the category of the empirical research. The study concluded that: the multidimensional perceived risk of consumers, to consumers as the dominant carrier, with information as a carrier, mainly driven by supply chain organization factors and consumer factors, the relationship between the service node and the connotation in accordance with the perceived risk associated with each other, and as a path between homogeneous and heterogeneous dimensions of hair The flow and coupling, formed a chain coupling and coupling network, and the corresponding positive or negative coupling effect to the purity, and ultimately the formation of the overall perceived risk. The three is aimed at the influence factors of perceived risk, combined with the development of the theory and practice of business needs, select the "supply chain relationship" behavior variables influencing the innovation and the "product characteristics" variables, mainly used in experiment two, two level two factor mixed design, research of supply chain (close vs. loose) and product characteristics (functional vs. hedonic and high rate of vs. of low tax rate) influence perceived risk. The study shows that the coupling effect of supply chain the close relationship between the degree of coupling strength is positively related with perceived risk; supply chain, product characteristics, as well as two variables of perceived risk coupling effect has significant influence; for the functional products, consumer perception of risk in close There will be convergence of supply chain relationship, enlargement in loose supply chain relationship will; for hedonic products, perceived risk and perceived risk in different coupling direction under the supply chain relationship is not significant; for the high rate of products, consumers perceived risk will occur in the amplification of tight relations of supply chain, occurrence the convergence in loose supply chain will; for low rate products, consumers perceived risk will occur in the close relationship between the convergence of supply chain, the supply chain loose relationship will be amplified. Finally, the conclusion of the research paper, research innovation and research limitations make summary, combined with the related conclusions proposed some suggestions on government market supervision and enterprise business practice.

【學(xué)位授予單位】：中國(guó)礦業(yè)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F274
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本文編號(hào)：1534437