本文選題：猶豫 + 網(wǎng)絡(luò)購物�。� 參考：《中國科學(xué)技術(shù)大學(xué)》2017年碩士論文

【摘要】：隨著經(jīng)濟(jì)的快速發(fā)展、網(wǎng)絡(luò)交易平臺(tái)的日臻完善、支付日益安全以及快遞公司服務(wù)質(zhì)量不斷提升,當(dāng)前越來越多的消費(fèi)者加入網(wǎng)購大軍。但由于種種原因,在面對琳瑯滿目的相似商品時(shí),消費(fèi)者往往遲遲不能做出抉擇。當(dāng)前,購買商品產(chǎn)生猶豫已經(jīng)成為了一種普遍現(xiàn)象,這也引起了諸多領(lǐng)域?qū)W者(諸如營銷學(xué)、決策行為學(xué)、心理學(xué))的廣泛研究�，F(xiàn)有研究成果頗為豐富,但絕大多數(shù)研究都是基于實(shí)體購物(包括商場和零售購物,下同)環(huán)境,而基于網(wǎng)絡(luò)購物環(huán)境的購買猶豫專項(xiàng)研究相對較少。與實(shí)體購物不同,網(wǎng)絡(luò)購物存在較大差異(如產(chǎn)品無法觸摸和試用等),電商企業(yè)要想吸引消費(fèi)者提升銷量,傳統(tǒng)的基于實(shí)體店的營銷方法已然行不通,而是必須要探索適應(yīng)網(wǎng)絡(luò)購物特點(diǎn)的營銷策略。然而,現(xiàn)有相關(guān)理論研究較為不足,從而對于電商企業(yè)的營銷活動(dòng)缺乏有效指導(dǎo)。故此,本研究擬基于電商企業(yè)營銷的視角,通過實(shí)際調(diào)研具體探討消費(fèi)者網(wǎng)絡(luò)購買猶豫的影響因素以及消費(fèi)者人口統(tǒng)計(jì)特征對網(wǎng)絡(luò)購買猶豫的影響,進(jìn)而為網(wǎng)絡(luò)賣家的營銷活動(dòng)提供針對性的策略建議。在總結(jié)現(xiàn)有研究的基礎(chǔ)上,本研究結(jié)合網(wǎng)絡(luò)購物的具體特征,通過采用探索性研究方法,具體研討消費(fèi)者網(wǎng)絡(luò)購買猶豫影響因素,并通過探索性和驗(yàn)證性因子分析的研究方法將影響因素歸類,與此同時(shí)構(gòu)建因素權(quán)重測算模型計(jì)算各個(gè)影響因子權(quán)重,并進(jìn)行獨(dú)立樣本T檢驗(yàn),以此來得出全面化和定量化結(jié)論。具體來說,本研究通過對現(xiàn)有文獻(xiàn)分析總結(jié)、深度訪談和小樣本預(yù)調(diào)查數(shù)據(jù)統(tǒng)計(jì)分析,首先提煉出20個(gè)影響消費(fèi)者網(wǎng)購猶豫的因素;再通過對收集到的問卷數(shù)據(jù)進(jìn)行探索性和驗(yàn)證性因子分析,將20個(gè)因素歸納為6類;然后通過路徑分析和影響因子權(quán)重計(jì)算發(fā)現(xiàn),6類因素對消費(fèi)者網(wǎng)購猶豫均有顯著影響,影響程度從高到底依次是:口碑問題、客服問題、心理預(yù)期、安全風(fēng)險(xiǎn)、網(wǎng)站問題和產(chǎn)品風(fēng)險(xiǎn);通過高階因子分析進(jìn)一步將上述6類因素歸納為3大類,并分別命名為現(xiàn)實(shí)因素、擔(dān)心因素和期望因素;通過獨(dú)立樣本T檢驗(yàn)發(fā)現(xiàn),消費(fèi)者性別和購買頻率對網(wǎng)購猶豫及其影響因素有一定影響。最后,根據(jù)調(diào)查研究的結(jié)論,探討出適合電商企業(yè)的管理對策,為其開展?fàn)I銷活動(dòng)提供理論指導(dǎo),同時(shí)闡明了本研究存在的局限性,并為后續(xù)研究指明了方向。
[Abstract]:With the rapid development of economy, the improvement of online trading platform, the increasing security of payment and the continuous improvement of service quality of express delivery companies, more and more consumers join the army of online shopping. But for a variety of reasons, in the face of a wide range of similar goods, consumers are often slow to make a choice. At present, the hesitancy of purchasing goods has become a common phenomenon, which has caused a lot of scholars (such as marketing, decision behavior, psychology) to study widely. The existing research results are quite rich, but most of the research is based on the physical shopping (including shopping mall and retail shopping, the same below) environment, while the online shopping environment based on the purchase hesitation research is relatively few. Unlike physical shopping, there are big differences in online shopping (for example, products can't be touched and tried, etc.) if e-commerce companies want to attract consumers to boost sales, the traditional bricks-and-mortar marketing method is no longer feasible. But must explore the marketing strategy which adapts to the network shopping characteristic. However, the existing relevant theoretical research is relatively insufficient, which is lack of effective guidance for the marketing activities of e-commerce enterprises. Therefore, this study is based on the perspective of e-commerce enterprise marketing, through practical research to explore the impact of consumer online shopping hesitancy and consumer demographic characteristics of the impact of online shopping hesitancy. And then for the network seller's marketing activities to provide targeted strategic recommendations. On the basis of summarizing the existing research, this study combined with the specific characteristics of online shopping, through the use of exploratory research methods, the specific study of consumer online shopping hesitant factors, The factors are classified by exploratory and confirmatory factor analysis methods. At the same time, the weight of each factor is calculated by constructing the factor weight calculation model, and the independent sample T test is carried out. In order to reach a comprehensive and quantitative conclusions. Specifically, through the existing literature analysis and summary, in-depth interviews and small sample pre-survey data statistical analysis, first extracted 20 factors that affect consumers online shopping hesitations; Then through the exploratory and confirmatory factor analysis of the collected questionnaire data, 20 factors are classified into 6 categories, and then through the path analysis and the weight calculation of the influencing factors, it is found that the six types of factors have a significant impact on consumers' online shopping hesitations. The degree of influence from high to bottom is: word-of-mouth problem, customer service problem, psychological expectation, security risk, website problem and product risk. It is named as realistic factor, worry factor and expectation factor respectively. Through independent sample T test, it is found that consumer gender and purchase frequency have certain influence on online shopping hesitation and its influencing factors. Finally, according to the conclusion of the investigation and research, this paper discusses the management countermeasures suitable for e-commerce enterprises, and provides theoretical guidance for their marketing activities. At the same time, it clarifies the limitations of this study and points out the direction for further research.
【學(xué)位授予單位】：中國科學(xué)技術(shù)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55

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