本文選題：服裝移動(dòng)電子商務(wù) + 使用意愿��； 參考：《青島大學(xué)》2015年碩士論文

【摘要】：移動(dòng)互聯(lián)網(wǎng)的普及正在改變著電子商務(wù)市場(chǎng)的格局,移動(dòng)電子商務(wù)很有可能在未來幾年內(nèi)成為電商應(yīng)用領(lǐng)域的主要渠道。因此,如何抓住時(shí)代機(jī)遇,掌握消費(fèi)者的需求習(xí)慣,成為服裝移動(dòng)電商迫切需要了解的關(guān)鍵問題之一。本研究通過理論與實(shí)證相結(jié)合的方法,就消費(fèi)者對(duì)服裝移動(dòng)電子商務(wù)的使用意愿以及使用中實(shí)際購買意愿的影響因素進(jìn)行了分析和探討。首先,綜合國內(nèi)外對(duì)移動(dòng)電子商務(wù)影響因素的研究,結(jié)合互聯(lián)網(wǎng)時(shí)代消費(fèi)者的心理等實(shí)際情況,提出影響消費(fèi)者使用移動(dòng)電商的假設(shè)因素,設(shè)計(jì)調(diào)查問卷、構(gòu)建研究模型并進(jìn)行實(shí)證分析�？紤]到移動(dòng)電子商務(wù)是一種新興事物,本研究的樣本范圍集中于接受能力比較廣泛、經(jīng)常接觸移動(dòng)互聯(lián)網(wǎng)的年輕群體,包括在校大學(xué)生、剛剛畢業(yè)的上班族、以及有豐富社會(huì)經(jīng)驗(yàn)的青年人。樣本數(shù)據(jù)收集主要通過實(shí)地發(fā)放紙質(zhì)問卷和網(wǎng)絡(luò)發(fā)放電子問卷來進(jìn)行,歷時(shí)四個(gè)月,共計(jì)發(fā)放問卷996份,回收有效問卷709份。根據(jù)回收數(shù)據(jù)的分析結(jié)果,消費(fèi)者采納態(tài)度及其兩個(gè)影響因子、信任傾向和社會(huì)環(huán)境都對(duì)消費(fèi)者使用意愿有正向的影響作用,并且感知有用性的影響作用大于感知易用性,而感知費(fèi)用對(duì)消費(fèi)者使用意愿沒有顯著的影響作用。為了進(jìn)一步深入研究服裝移動(dòng)電商的運(yùn)營(yíng)分析狀況,本研究又以消費(fèi)者使用意愿模型為基礎(chǔ),針對(duì)服裝行業(yè)的特性,通過理論分析,假設(shè)消費(fèi)者實(shí)際購買意愿的影響因素,設(shè)計(jì)調(diào)查問卷、再次構(gòu)建模型并進(jìn)行實(shí)證分析。此份問卷樣本的選擇范圍與消費(fèi)者使用意愿調(diào)查問卷一致,因此與之前的問卷整合在一起,成為最終問卷的第三部分。在回收的709份有效問卷中,有652份完成了第三部分實(shí)際購買意愿的調(diào)查。根據(jù)數(shù)據(jù)分析結(jié)果,消費(fèi)者互動(dòng)體驗(yàn)對(duì)消費(fèi)者實(shí)際購買意愿有正向的影響作用,且消費(fèi)者互動(dòng)體驗(yàn)的三個(gè)影響因子中,溝通順暢度對(duì)實(shí)際購買意愿的正向影響作用大于推介方式,商品表征則沒有顯著影響。除此之外,消費(fèi)者評(píng)價(jià)和支付安全性對(duì)消費(fèi)者實(shí)際購買意愿都有正向的影響作用,支付便利性沒有顯著的影響作用。根據(jù)實(shí)證分析的結(jié)果,服裝移動(dòng)電子商務(wù)應(yīng)當(dāng)將主要目標(biāo)消費(fèi)群體定位在接受過良好的教育、對(duì)新事物接受能力比較強(qiáng)的青年人群。同時(shí),應(yīng)當(dāng)重視商品和服務(wù)質(zhì)量,增強(qiáng)用戶的安全保障,進(jìn)而提高消費(fèi)者購買過程的互動(dòng)體驗(yàn)和評(píng)價(jià)反饋,使消費(fèi)者在接觸、使用中逐步地認(rèn)可這種商務(wù)模式。
[Abstract]:The popularity of mobile Internet is changing the pattern of e-commerce market. Mobile e-commerce is likely to become the main channel of e-commerce applications in the next few years. Therefore, how to seize the opportunity of the times and grasp the consumer's demand habits has become one of the key issues that clothing mobile e-commerce companies urgently need to understand. Through the combination of theory and practice, this study analyzes and discusses the consumers' willingness to use mobile e-commerce and the factors that affect their actual purchase intention. First of all, synthesizes the domestic and foreign research to the mobile electronic commerce influence factor, unifies the Internet age consumer psychology and so on actual situation, proposes the influence consumer to use the mobile electronic commerce hypothesis factor, designs the questionnaire. Construct the research model and carry on the empirical analysis. Considering that mobile electronic commerce is a new thing, the sample range of this study is focused on young people with a wide range of receptivity and regular exposure to the mobile Internet, including college students, newly graduated office workers, And young people with rich social experience. The collection of sample data is mainly carried out through the distribution of paper questionnaires and electronic questionnaires, which lasted for four months. 996 questionnaires were distributed and 709 valid questionnaires were collected. According to the analysis results of the collected data, consumer adoption attitude and its two influencing factors, trust tendency and social environment, all have positive effects on consumers' willingness to use, and perceived usefulness has a greater impact on perceived usability than perceived usability. However, perceived expenses have no significant effect on consumers' willingness to use. In order to further study the operational analysis of apparel mobile e-commerce, this study is based on the consumer's willingness to use model, according to the characteristics of the clothing industry, through theoretical analysis, assume that the actual consumer purchase willingness factors, Design the questionnaire, construct the model again and carry on the empirical analysis. The selection range of this questionnaire is consistent with that of the consumer's willingness to use the questionnaire, so it is integrated with the previous questionnaire and becomes the third part of the final questionnaire. Of the 709 valid questionnaires collected, 652 completed the third part of the actual purchase intention survey. According to the results of data analysis, consumer interaction experience has a positive effect on consumers' actual purchase intention, and among the three influencing factors of consumer interaction experience, The positive effect of communication smoothness on the actual purchase intention is greater than that of the promotion method, while the commodity representation has no significant effect. In addition, consumer evaluation and payment safety have positive effects on consumers' actual purchase intention, while payment convenience has no significant effect. According to the results of empirical analysis, the main target consumers of mobile e-commerce should be young people who have received good education and have strong ability to accept new things. At the same time, we should pay attention to the quality of goods and services, enhance the safety and security of users, and then improve the interactive experience and evaluation feedback of consumer purchase process, so that consumers can gradually recognize this business model in contact and use.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.86;F724.6

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相關(guān)期刊論文 前1條

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