本文選題：網(wǎng)絡(luò)購物　切入點：顧客參與　出處：《暨南大學(xué)》2014年碩士論文

【摘要】：現(xiàn)在中國網(wǎng)絡(luò)購物行業(yè)高速發(fā)展，雖然如此，但是網(wǎng)絡(luò)顧客的流失率也在逐漸增高，網(wǎng)絡(luò)購物賣家的競爭越發(fā)激烈，國內(nèi)外相關(guān)研究表明,顧客參與的程度能影響顧客的忠誠度并能提高商家的綜合競爭力。 網(wǎng)絡(luò)購物作為一種新型的購物方式，同樣具有顧客參與程度高的特點,同時結(jié)合網(wǎng)絡(luò)購物群體在網(wǎng)購中的具體參與行為，通過研究在國內(nèi)外相關(guān)文獻,重新構(gòu)建了網(wǎng)購壞境中顧客參與、行為意向以及顧客感知價值相互作用模型，本研究以杭州、廣州等地網(wǎng)購人群作為問卷對象進行實證分析。分析結(jié)果如下: (1)本研究通過預(yù)試探索性因素分析得到網(wǎng)購環(huán)境下顧客參與問卷的結(jié)構(gòu)維度，并進一步通過驗證性因素分析驗證，最終確定了網(wǎng)購環(huán)境下顧客參與的結(jié)構(gòu)包括四個維度：前期準備、付出努力、信息分享、人際互動。 (2)顧客參與對顧客感知價值有顯著影響。 (3)本研究通過回歸分析分別探討了前期準備、付出努力、信息分享、人際互動對行為意向之間的關(guān)系，，結(jié)果發(fā)現(xiàn)，網(wǎng)購情境下顧客參與各維度對行為意向具有顯著的正向預(yù)測作用。網(wǎng)購情境當下顧客參與程度越高，行為意向的程度就越高。前期準備，在網(wǎng)購時付出的努力，信息分享以及人際互動也都影響顧客的行為意向。 (4)顧客感知價值對行為意向的各維度有顯著影響。 (5)顧客感知價值對顧客參與及行為意向關(guān)系起顯著中介作用。 (6)本研究還證實了不同人口統(tǒng)計變量(月收入以及月消費金額)在行為意向上確實存在顯著性差異,而性別和學(xué)歷對行為意向無顯著差異。
[Abstract]:Although China's online shopping industry is developing at a high speed, the loss rate of online customers is also gradually increasing, and the competition of online shopping sellers is becoming more and more fierce. Relevant studies at home and abroad show that, The degree of customer participation can affect customer loyalty and improve the comprehensive competitiveness of merchants. As a new type of shopping mode, online shopping also has the characteristics of high degree of customer participation. At the same time, combined with the specific participation behavior of online shopping group in online shopping, through the study of relevant literature at home and abroad, This paper reconstructs the interaction model of customer participation, behavior intention and customer perceived value in the bad situation of online shopping. This study takes Hangzhou, Guangzhou and other places as the questionnaire objects for empirical analysis. The results are as follows:. 1) the structural dimension of customer participation questionnaire in online shopping environment is obtained by pre-exploratory factor analysis, and further verified by confirmatory factor analysis. Finally, the structure of customer participation in online shopping environment includes four dimensions: preparation, effort, information sharing and interpersonal interaction. 2) customer participation has a significant impact on customer perceived value. 3) the relationship between prepreparation, effort, information sharing, interpersonal interaction and behavior intention was studied by regression analysis. The higher the degree of customer participation in online shopping situation, the higher the degree of behavior intention. Information sharing and interpersonal interaction also affect the customer's behavior intention. (4) customer perceived value has significant influence on each dimension of behavior intention. 5) customer perceived value plays a significant intermediary role in customer participation and behavior intention relationship. 6) this study also proves that there are significant differences in behavioral intention between different demographic variables (monthly income and monthly consumption amount), but there is no significant difference between gender and academic background.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：B842

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