本文選題：網(wǎng)購(gòu)　切入點(diǎn)：服務(wù)保證　出處：《華南理工大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：據(jù)中國(guó)互聯(lián)網(wǎng)絡(luò)信息中心(CNNIC)發(fā)布的第37次《中國(guó)互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告》顯示,截至2015年12月,中國(guó)網(wǎng)民規(guī)模達(dá)6.88億,互聯(lián)網(wǎng)普及率達(dá)到50.3%,其中,網(wǎng)民在線購(gòu)物的比例從49.2%提升至58.6%。從報(bào)告數(shù)據(jù)可知,中國(guó)網(wǎng)絡(luò)購(gòu)物消費(fèi)市場(chǎng)日益繁榮。然而由于在線購(gòu)物市場(chǎng)的多產(chǎn)品總類、較低的進(jìn)入門檻的特性,產(chǎn)品質(zhì)量不合格和商家信譽(yù)沒保證造成的不愉快購(gòu)物經(jīng)歷仍是部分顧客流失的主要原因。而服務(wù)保證制度的引入能有效降低顧客感知風(fēng)險(xiǎn),增強(qiáng)顧客購(gòu)買意愿,對(duì)電子商務(wù)企業(yè)構(gòu)建競(jìng)爭(zhēng)優(yōu)勢(shì)有很大幫助。本文選取網(wǎng)絡(luò)購(gòu)物市場(chǎng)作為研究背景,在回顧國(guó)內(nèi)外服務(wù)保證和消費(fèi)者購(gòu)買意愿研究的基礎(chǔ)上,構(gòu)建了一個(gè)以服務(wù)保證五個(gè)維度為自變量,以企業(yè)聲譽(yù)為調(diào)節(jié)變量,以顧客心理契約為中介,以消費(fèi)者購(gòu)買意愿為結(jié)果的結(jié)構(gòu)模型。旨在通過實(shí)證分析的方法來(lái)研究在線購(gòu)物環(huán)境下的服務(wù)保證對(duì)消費(fèi)者購(gòu)買意愿的作用機(jī)制,為在線購(gòu)物市場(chǎng)的有序運(yùn)行以及服務(wù)保證制度的實(shí)施提供實(shí)踐指導(dǎo)。本研究以在線購(gòu)物消費(fèi)者為調(diào)查對(duì)象,通過線上線下共收集了368份有效樣本數(shù)據(jù),并運(yùn)用SPSS20.0對(duì)概念模型和研究假設(shè)進(jìn)行驗(yàn)證,得出了如下結(jié)論:(1)條件限制性負(fù)向顯著影響顧客心理契約和消費(fèi)者購(gòu)買意愿;承諾適度性、內(nèi)容可信性、條款簡(jiǎn)明性和利用便利性都分別對(duì)顧客心理契約和消費(fèi)者購(gòu)買意愿有正向影響作用;(2)顧客心理契約的兩個(gè)維度對(duì)消費(fèi)者購(gòu)買意愿都具有正向影響作用;(3)顧客心理契約的兩個(gè)維度都在服務(wù)保證對(duì)消費(fèi)者購(gòu)買意愿的影響中存在部分中介作用;(4)企業(yè)聲譽(yù)對(duì)服務(wù)保證和消費(fèi)者購(gòu)買意愿具有正向調(diào)節(jié)作用;企業(yè)聲譽(yù)對(duì)服務(wù)保證和顧客心理契約都不存在調(diào)節(jié)作用。
[Abstract]:According to the 37th "Statistical report on the Development of China's Internet Network" released by the China Internet Network Information Center (CNNIC), as of December 2015, the number of Chinese Internet users reached 688 million, and the Internet penetration rate reached 50.3 percent, of which, The proportion of online shopping has risen from 49.2% to 58.6 percent. According to the report data, China's online shopping market is booming. However, because of the overall category of products in the online shopping market, the characteristics of lower barriers to entry are relatively low. The main reason for the loss of some customers is the unsatisfactory shopping experience caused by the unqualified product quality and the lack of business reputation. The introduction of the service guarantee system can effectively reduce the perceived risk of the customer and enhance the customer's willingness to buy. This paper chooses the online shopping market as the research background, and reviews the research of domestic and foreign service guarantee and consumers' purchase intention. This paper constructs a service guarantee with five dimensions as independent variable, enterprise reputation as adjustment variable and customer psychological contract as intermediary. The purpose of this paper is to study the mechanism of the effect of service guarantee on consumers' willingness to buy in an online shopping environment by means of empirical analysis. This research takes the online shopping consumer as the research object, collects 368 effective sample data through the online and offline data collection, and provides practical guidance for the orderly operation of the online shopping market and the implementation of the service guarantee system. Using SPSS20.0 to verify the conceptual model and research hypothesis, the following conclusions are drawn: (1) restrictive conditions have a negative and significant impact on customer psychological contract and consumer purchase intention, commitment moderation, content credibility, and so on. (2) the two dimensions of the customer psychological contract have a positive effect on the consumer's purchase intention. (2) the two dimensions of the customer psychological contract have a positive effect on the consumer's purchase intention. The two dimensions of contract have some intermediary role in the influence of service guarantee on consumers' willingness to buy. (4) Enterprise reputation has a positive regulating effect on service guarantee and consumers' willingness to buy; Corporate reputation does not regulate service guarantee and customer psychological contract.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F713.55

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