隨著互聯(lián)網(wǎng)的發(fā)展日新月異,基于互聯(lián)網(wǎng)的電子商務(wù)也迅速壯大起來,其種類也在不斷增多。與傳統(tǒng)實(shí)體店相比,電子商務(wù)為消費(fèi)者和零售商提供了諸多便利。消費(fèi)者不但能以更加優(yōu)惠的價格在線購買產(chǎn)品或服務(wù),而且這種購買還能突破時空限制,例如在亞馬遜上購買國外產(chǎn)品。而從事電子商務(wù)的零售商也無需像傳統(tǒng)零售商那樣擁有實(shí)體店,其銷售活動也突破了時空的限制,這大大節(jié)省了運(yùn)營成本。由于巨大的實(shí)用性和便利性,近些年電子商務(wù)已在全世界迅速發(fā)展起來。作為電子商務(wù)新興發(fā)展國越南,電子商務(wù)在實(shí)際運(yùn)行中出現(xiàn)了一些問題,其中至為關(guān)鍵的是越南電子商務(wù)市場消費(fèi)者普遍關(guān)注的電子商務(wù)商家的道德問題。鑒于此,本研究以電子商務(wù)開始蓬勃興起的越南為背景,主要探討了越南國電子商務(wù)消費(fèi)中零售商的道德問題。具體而言,研究將背景置于越南這一電子商務(wù)新興發(fā)展國,重點(diǎn)探討越南國電子商務(wù)（B2C）中零售商的道德問題及其對消費(fèi)者在線重復(fù)購買行為的影響,其結(jié)論具有非常重要的現(xiàn)實(shí)意義與參考價值。現(xiàn)有研究發(fā)現(xiàn)B2C電子商務(wù)中零售商的道德問題仍是影響越南國在線消費(fèi)者購買行為的最主要因素之一,而且電子商務(wù)新興國發(fā)展的實(shí)際要求研究者深入探究電子商務(wù)零售商道德（CPEER... 

【文章來源】：湖南大學(xué)湖南省 211工程院校 985工程院校 教育部直屬院校

【文章頁數(shù)】：173 頁

【學(xué)位級別】：博士

【文章目錄】：
摘要
Abstract
List of acronyms
Chapter 1 Introduction
    1.1 Overview of e-commerce
        1.1.1 Definition of e-commerce
        1.1.2 Classification of e-commerce
        1.1.3 Genesis and development process of e-commerce
    1.2 Problem background
    1.3 Research objectives and significances
        1.3.1 Research objectives
        1.3.2 Research significance
    1.4 Research scope
    1.5 Research methodology
    1.6 Thesis structure
Chapter 2 Theoretical background and literature review
    2.1 Theoretical background
        2.1.1 Ethical theories
        2.1.2 Behavioral theories
    2.2 Literature review
        2.2.1 Overview of marketing ethics
        2.2.2 Ethics of e-retailer in their consumer perspective
        2.2.4 Relationship between retailers' ethics and repurchase intention
Chapter 3 Conceptual model and hypothesis
    3.1 Conceptual model
    3.2 Hypothesis development
        3.2.1 Retailers' ethics and consumer trust
        3.2.2 Consumer trust and consumer perceived uncertainty
        3.2.3 Consumer repurchase intention and its antecedents
        3.2.4 Moderation of consumers' online shopping habit
        3.2.5 Moderation of country
Chapter 4 Research methodology
    4.1 Generalization of research methodology
    4.2 Questionnaire design
        4.2.1 Scales measurement
        4.2.2 Questionnaire layout
    4.3 Sampling design
        4.3.1 Target population and sample size
        4.3.2 Data collection technique
    4.4 Data analysis
        4.4.1 Descriptive statistical analysis
        4.4.2 Exploratory factor analysis(EFA)
        4.4.3 Confirmatory factor analysis(CFA)
        4.4.4 Reliability and validity
        4.4.5 Structural equation modeling(SEM)
        4.4.6 Multi-group analysis
Chapter 5 Data analysis results
    5.1 Development a new CPEER scale
        5.1.1 Item generation
        5.1.2 Item purification
        5.1.3 Construct validation
            5.1.3.1 Demographic information
            5.1.3.2 Reliability and validity testing
    5.2 Impact of retailers' ethics on repurchase intention analysis
        5.2.1 Profile of the sample
        5.2.2 Descriptive statistics analysis
        5.2.3 Measurement scale assessment
        5.2.4 Structural Equation Modeling(SEM)
        5.2.5 Comparison between China and Vietnam
Chapter 6 Research conclusion and discussion
    6.1 Research conclusion
    6.2 Research discussion
        6.2.1 CPEER scale
        6.2.2 Retailers' ethics and repurchase intention
        6.2.3 Trust and perceived uncertainty,repurchas e intention
        6.2.4 Perceived uncertainty and repurchase intention
        6.2.5 Moderation of shopping habit
        6.2.6 Moderation of country
    6.3 Research implications
        6.3.1 Theoretical implications
        6.3.2 Managerial implications
    6.4 Limitations and future research
        6.4.1 Research limitations
        6.4.2 Direction for future research
References
Appendix 1 List of publications
Appendix 2 Questionnaire
Acknowledgement



本文編號：3405094