文化對大學(xué)生網(wǎng)絡(luò)購物中信任的影響研究
發(fā)布時間：2018-09-01 14:28
【摘要】：隨著網(wǎng)絡(luò)技術(shù)的高速發(fā)展,網(wǎng)絡(luò)購物成為一種新興產(chǎn)業(yè)。網(wǎng)絡(luò)購物快速、便捷,跨越時間和空間的限制,這些獨特優(yōu)勢吸引了越來越多的年輕消費者,網(wǎng)絡(luò)購物的全球化趨勢也愈發(fā)明顯。有報告指出,消費者對網(wǎng)絡(luò)商家的不信任是導(dǎo)致購物網(wǎng)站用戶流失的主要原因,消費者的網(wǎng)絡(luò)信任問題已經(jīng)阻礙了電子商務(wù)的健康發(fā)展。如何理解消費者的網(wǎng)絡(luò)信任,不同文化的消費者在何種情況下更愿意相信商家而產(chǎn)生網(wǎng)絡(luò)購買意向,這些都是值得探討的問題。 本研究采用問卷調(diào)查的研究方法,以中芬大學(xué)生為例,對什么是消費者的網(wǎng)絡(luò)信任進行初步探討,并結(jié)合Hofstede的文化維度理論,考察了五個文化維度對消費者在網(wǎng)絡(luò)購物中信任與購買意向關(guān)系的影響。圍繞這一目標,本研究進行了如下的三個分研究： 研究一,通過文獻回顧,發(fā)現(xiàn)關(guān)于消費者的網(wǎng)絡(luò)信任問卷和Hofstede的文化維度量表在中國研究中缺少統(tǒng)一的修訂版本。為了能科學(xué)測查網(wǎng)絡(luò)購物中信任的內(nèi)涵和文化對信任與購買意向間關(guān)系的影響,本研究對相關(guān)的兩個西方量表進行修訂。 研究二,選取中國武漢地區(qū)某大學(xué)的452名大學(xué)生和芬蘭東部約恩蘇地區(qū)某大學(xué)的204名大學(xué)生對他們的網(wǎng)絡(luò)購物信任進行問卷調(diào)查。結(jié)果發(fā)現(xiàn)中芬大學(xué)生在網(wǎng)絡(luò)購物信任中的能力、正直和仁慈三個維度上都有顯著差異。中國大學(xué)生更關(guān)注網(wǎng)絡(luò)信任中的正直信任和仁慈信任,而芬蘭大學(xué)生更關(guān)注能力信任。 研究三,檢驗Hofstede文化維度理論中五個文化維度對消費者網(wǎng)絡(luò)信任和購買意向間關(guān)系的調(diào)節(jié)作用。發(fā)現(xiàn)在個體主義／集體主義、不確定性規(guī)避、權(quán)力距離和長線思維四個維度上調(diào)節(jié)作用顯著,而男性氣質(zhì)／女性氣質(zhì)維度上不顯著。 最后,從相關(guān)文獻及本研究的研究設(shè)計和研究方法出發(fā),反思了本研究的一些不足,討論和展望了今后研究的設(shè)想及對未來研究的啟示,并針對網(wǎng)絡(luò)購物中的買賣雙方信任關(guān)系建立提出了幾點建議。
[Abstract]:With the rapid development of network technology, online shopping has become a new industry. These unique advantages attract more and more young consumers. The trend of globalization of online shopping is becoming more and more obvious. The main reason for the loss of website users and the problem of consumers'network trust have hindered the healthy development of e-commerce.It is worth discussing how to understand consumers' network trust and under what circumstances consumers of different cultures are more willing to believe in merchants and generate online purchasing intention.
This research adopts the method of questionnaire survey and takes the Chinese and Finnish university students as an example to make a preliminary discussion on what is consumer's online trust. Combined with Hofstede's cultural dimension theory, this paper examines the influence of five cultural dimensions on the relationship between consumer's trust and purchase intention in online shopping. Three sub studies:
Research 1. Through literature review, we found that there was no uniform revision of the Internet Trust Questionnaire and Hofstede's Cultural Dimension Scale in Chinese research. In order to scientifically test the connotation of trust and the influence of culture on the relationship between trust and purchase intention in online shopping, we conducted two related western scales. Revision.
In the second study, 452 students from a university in Wuhan, China, and 204 students from a university in Jonsu, Eastern Finland, were selected to conduct a questionnaire survey on their online shopping trust. Note the integrity and trust in network trust, while Finland college students are more concerned about competence trust.
Research 3 examines the moderating effect of the five cultural dimensions of Hofstede's cultural dimension theory on the relationship between consumers'online trust and purchase intention.
Finally, based on the relevant literature and research design and research methods, this paper reflects on some shortcomings of this study, discusses and looks forward to the future research ideas and implications for future research, and puts forward some suggestions for the establishment of trust relationship between buyers and sellers in online shopping.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：B844.2
本文編號：2217489
[Abstract]:With the rapid development of network technology, online shopping has become a new industry. These unique advantages attract more and more young consumers. The trend of globalization of online shopping is becoming more and more obvious. The main reason for the loss of website users and the problem of consumers'network trust have hindered the healthy development of e-commerce.It is worth discussing how to understand consumers' network trust and under what circumstances consumers of different cultures are more willing to believe in merchants and generate online purchasing intention.
This research adopts the method of questionnaire survey and takes the Chinese and Finnish university students as an example to make a preliminary discussion on what is consumer's online trust. Combined with Hofstede's cultural dimension theory, this paper examines the influence of five cultural dimensions on the relationship between consumer's trust and purchase intention in online shopping. Three sub studies:
Research 1. Through literature review, we found that there was no uniform revision of the Internet Trust Questionnaire and Hofstede's Cultural Dimension Scale in Chinese research. In order to scientifically test the connotation of trust and the influence of culture on the relationship between trust and purchase intention in online shopping, we conducted two related western scales. Revision.
In the second study, 452 students from a university in Wuhan, China, and 204 students from a university in Jonsu, Eastern Finland, were selected to conduct a questionnaire survey on their online shopping trust. Note the integrity and trust in network trust, while Finland college students are more concerned about competence trust.
Research 3 examines the moderating effect of the five cultural dimensions of Hofstede's cultural dimension theory on the relationship between consumers'online trust and purchase intention.
Finally, based on the relevant literature and research design and research methods, this paper reflects on some shortcomings of this study, discusses and looks forward to the future research ideas and implications for future research, and puts forward some suggestions for the establishment of trust relationship between buyers and sellers in online shopping.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：B844.2
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