本文選題：網絡環(huán)境 + 網絡消費者�。� 參考：《東北大學》2012年碩士論文

【摘要】：隨著互聯(lián)網快速的發(fā)展,越來越多的消費者進行網上購物。在當今網絡購物盛行的情況下,有的消費者本著便捷和便宜的目的盲目的進行網購,而沒有對其購買行為的各方面進行充分的學習和了解,以至于經常在網上購買到劣質產品、或者受廣告影響上當受騙。而有些消費者面對這種情形竟忍氣吞聲,任由這種情形發(fā)生,這種行為一方面縱容了賣家繼續(xù)坑害其他消費者,另一方面消費者沒有維護自己的權益。所以,為了減少這種行為的發(fā)生,就需要消費者在各方面進行學習。那么,影響消費者進行網絡學習的因素有哪些呢?本文進行了研究。 本文通過對國內外相關文獻進行查閱和整理,結合消費者學習的特點、網絡消費者的特點及網絡學習的特點,選取了消費者個體因素,網站特性認知和網絡零售商這三個因素作為影響消費者網絡學習的前因因素,選取感知網絡學習易用和感知網絡學習有用作為影響消費者網絡學習的中介因素,并建立了研究模型和提出了本文的研究假設。根據理論和模型分析設計了問卷,采用定量與定性相結合的研究方法對回收的問卷數(shù)據進行了實證分析。 根據統(tǒng)計分析結果證實了研究的構思假設基本上都成立。在消費者個體因素中消費者學習動機和網絡經驗通過感知網絡學習易用的中介對網絡學習均有正向影響。在網站特性認知中,網站互動性和網站設計質量通過感知網絡學習易用的中介對網絡學習行為均有正向影響。在網絡零售商因素中零售商的信譽和零售商信息質量通過感知網絡學習有用的中介對網絡學習均有正向影響。感知有用性和感知易用性在模型分析中起到了中介作用。最后,根據本文研究的結論,本文針對網絡消費者、購物網站和網絡零售商提出了幾點建議,同時也提出了本研究的不足和未來的研究方向。
[Abstract]:With the rapid development of the Internet, more and more consumers are shopping online. With the prevalence of online shopping today, some consumers blindly purchase online for the sake of convenience and cheapness, and do not fully study and understand all aspects of their purchasing behavior, so that they often buy inferior products on the Internet. Or be deceived by advertising. And some consumers can tolerate this situation and let it happen. On the one hand, this behavior connives the seller to continue harming other consumers, on the other hand, consumers do not defend their rights and interests. Therefore, in order to reduce the occurrence of this behavior, consumers need to learn in all aspects. So, what are the factors that affect consumers' e-learning? This article has carried on the research. In this paper, by consulting and collating the relevant literature at home and abroad, combining the characteristics of consumer learning, the characteristics of online consumers and the characteristics of online learning, the individual factors of consumers are selected. As the antecedents of consumer network learning, three factors, website characteristic cognition and network retailer, are selected as the intermediary factors which influence consumers' network learning, and the perceived network learning is easy to use and perceived network learning is useful. The research model is established and the research hypotheses of this paper are put forward. According to the theory and model analysis, the questionnaire is designed, and the quantitative and qualitative analysis method is used to analyze the collected questionnaire data. According to the results of statistical analysis, it is confirmed that the conceptual assumptions of the study are basically true. Among the individual factors of consumers, consumer learning motivation and network experience have positive effects on online learning by perceiving the easy-to-use intermediary of online learning. In the cognition of website characteristics, the interaction of website and the quality of website design have a positive effect on the behavior of online learning through the perception of the easy-to-use intermediary of online learning. Among the factors of online retailers, the reputation of retailers and the information quality of retailers have a positive effect on online learning by perceiving the useful intermediaries of online learning. Perceived usefulness and perceived usability play an intermediary role in model analysis. Finally, according to the conclusions of this study, this paper puts forward some suggestions for online consumers, shopping websites and online retailers, and also puts forward the shortcomings of this study and the future research direction.
【學位授予單位】：東北大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F713.36

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本文編號：1915635