本文選題：網(wǎng)絡倫理感知 + 文化維度�。� 參考：《上海外國語大學》2017年碩士論文

【摘要】：近年來隨著互聯(lián)網(wǎng)的發(fā)展,越來越多的企業(yè)選擇利用網(wǎng)絡渠道來吸引消費者。但是網(wǎng)購的迅猛發(fā)展也帶來了一些問題,尤其是在網(wǎng)購過程中出現(xiàn)了一些倫理問題。前人研究發(fā)現(xiàn),消費者對于網(wǎng)絡零售商的倫理感知會影響消費者的忠誠度、口碑以及重復購買率等因素,而這些因素對現(xiàn)代企業(yè)有著至關重要的作用。由于網(wǎng)絡購物有別于傳統(tǒng)的線下購物,因此傳統(tǒng)的倫理感知理論并不能完全適用于網(wǎng)絡倫理感知。目前我國在網(wǎng)絡倫理感知方面的研究還處于起步階段,并且從跨文化角度對這一問題的分析基本處于空白,所以從跨文化角度對消費者關于網(wǎng)絡零售商倫理感知的研究就顯得至關重要。本文基于Hofstede的文化維度理論和Román的消費者網(wǎng)絡零售商倫理感知理論(CPEOR),通過問卷調查,對中美消費者對網(wǎng)絡零售商倫理感知的差異進行了研究。本文首先通過修正過的文化維度模型(CVSCALE)檢驗了中美兩國的文化差異,然后利用獨立樣本t檢驗,單樣本t檢驗和多變量方差分析來檢驗了中美文化差異對消費者網(wǎng)絡零售商倫理感知影響的假說,結論如下:(1)本文調查的中美文化在集體主義、不確定性規(guī)避、權力距離和時間取向上存在著差異,但是和Hofstede的研究相比,差異變小了。(2)中國消費者對于網(wǎng)絡零售商倫理四個維度感知的重要性排序為:安全隱私履行非欺詐;美國消費者對于網(wǎng)絡零售商倫理四個維度感知的重要性排序為:履行隱私安全非欺詐。(3)受文化差異的影響,中美消費者對于網(wǎng)絡零售商的倫理感知中的安全、履行和非欺詐都有著顯著的差異。此外,通過實證研究發(fā)現(xiàn)消費者的人口統(tǒng)計變量,例如性別等,都會對消費者對網(wǎng)絡零售商的倫理感知產(chǎn)生影響。(4)中美消費者對于網(wǎng)絡零售商的倫理感知中的隱私也存在一定的差異,但是沒有通過顯著性檢驗。這一結果可以通過近年來中美文化差異縮小、以及調查對象主要是18~35歲的年輕人來解釋。本研究在學術和實踐方面都有著重要意義。一方面,它能夠為跨文化研究消費者關于網(wǎng)絡零售商倫理的感知提供分析框架;另一方面,它也能夠為跨國網(wǎng)絡零售提供幫助,幫助網(wǎng)絡零售商了解不同文化背景下消費者對于網(wǎng)絡零售商倫理感知的差異,從而制定更有效的營銷策略。
[Abstract]:In recent years, with the development of Internet, more and more enterprises choose to use network channels to attract consumers. However, the rapid development of online shopping also brings some problems, especially in the process of online shopping there are some ethical problems. Previous studies have found that consumers' ethical perception of online retailers will affect consumer loyalty, word of mouth and repeat purchase rate, and these factors play an important role in modern enterprises. Because the online shopping is different from the traditional offline shopping, the traditional ethics perception theory can not be fully applied to the network ethics perception. At present, the research on network ethics perception in our country is still in the initial stage, and the analysis of this problem from the perspective of cross-culture is basically blank. Therefore, it is very important to study the ethical perception of online retailers from the perspective of cross-culture. Based on Hofstede's theory of cultural dimension and Rom 謾 n's theory of consumer online retailer's ethical perception, this paper studies the difference between Chinese and American consumers' perception of online retailer's ethics by questionnaire survey. In this paper, we first test the cultural differences between China and the United States by using the modified cultural dimension model (CVSCALEE), and then use the independent sample t-test. Single sample t test and multivariate analysis of variance are used to test the hypothesis that Chinese and American cultural differences affect consumer online retailers' ethical perception. The conclusions are as follows: 1) the Chinese and American cultures are collectivism, uncertainty avoidance, and so on. There are differences in power distance and time orientation, but the difference is smaller than that of Hofstede.) the importance of Chinese consumers' perception of online retailer ethics is listed as follows: security and privacy performance is non-fraud; The importance of American consumers' perception of online retailers' ethics is ranked as follows: privacy security is not fraudulent) influenced by cultural differences, and Chinese and American consumers' safety in online retailers' ethical perception. There are significant differences between performance and non-fraud. In addition, empirical studies have found demographic variables of consumers, such as gender, Chinese and American consumers also have some differences in the ethical perception of online retailers, but they have not passed the significance test. The results can be explained by the narrowing of cultural differences between China and the United States in recent years, and by 1835-year-olds. This study is of great significance in both academic and practical aspects. On the one hand, it can provide an analytical framework for cross-cultural research on consumers' perception of online retailers' ethics; on the other hand, it can also help transnational online retailing. It helps online retailers understand the differences of consumers' perception of online retailers' ethics in different cultural backgrounds, so as to formulate more effective marketing strategies.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.55;F713.36

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本文編號：1920744