本文選題：移動網(wǎng)絡(luò)購物體驗 + 體驗價值�。� 參考：《華南理工大學(xué)》2015年碩士論文

【摘要】：隨著在體驗經(jīng)濟這個大背景下互聯(lián)網(wǎng)的飛速發(fā)展和智能手機的不斷普及,人們越來越重視在購買商品和享受服務(wù)過程中的體驗,購物體驗對消費者購買意愿的影響越來越重要,另外消費者從體驗過程中收獲的體驗價值也是影響顧客行為意愿的主要因素。而目前的研究中對移動網(wǎng)絡(luò)購物體驗與體驗價值、信任、消費者行為意愿之間的關(guān)系理論研究還存在不足。本文將從體驗價值的作用入手,深層次的探索消費者移動網(wǎng)絡(luò)購物體驗對顧客行為意愿的影響機制。本文首先是通過詳盡的文獻回顧對消費者體驗、體驗價值、信任以及消費者行為意愿的概念和測量維度進行界定,最終將移動網(wǎng)絡(luò)購物體驗劃分為感官體驗、實用體驗、認知體驗以及關(guān)聯(lián)體驗四個體驗維度,同時通過對已有的變量關(guān)系研究的理論推導(dǎo)提出移動網(wǎng)絡(luò)購物體驗影響消費者行為意愿的理論模型和相關(guān)研究假設(shè)。同時結(jié)合專家訪談、消費者預(yù)調(diào)研以及預(yù)測試的結(jié)果對量表進行了修正,最終得出了相關(guān)變量的量表。最后,利用SPSS軟件對通過問卷調(diào)研采集到的調(diào)研數(shù)據(jù)進行了分析,并根據(jù)統(tǒng)計分析的結(jié)果對本文的理論研究模型和相關(guān)假設(shè)進行了檢驗。根據(jù)本研究的模型構(gòu)建和實證分析,結(jié)合當(dāng)前的購物環(huán)境和未來移動網(wǎng)絡(luò)購物趨勢,進行探討移動網(wǎng)絡(luò)購物體驗通過體驗價值和消費者信任對消費者購買意愿的影響機制,以期對于企業(yè)如何有針對性的提升消費者移動網(wǎng)絡(luò)購物體驗,搶占未來移動網(wǎng)絡(luò)購物市場,提高顧客的購買意愿提供一些借鑒意義。
[Abstract]:With the rapid development of the Internet and the popularity of smartphones under the background of experience economy, people pay more and more attention to the experience in the process of purchasing goods and enjoying services. The influence of shopping experience on consumers' willingness to buy is becoming more and more important. In addition, the experience value gained by consumers from the experience process is also the main factor affecting customer behavior intention. However, the current research on the relationship between mobile online shopping experience and experience value, trust, consumer behavior is still insufficient. Starting with the effect of experience value, this paper explores the influence mechanism of consumer mobile online shopping experience on customer behavior will be deeply explored. In this paper, the concept and measurement dimension of consumer experience, experience value, trust and consumer behavior will be defined through detailed literature review, and finally the mobile online shopping experience will be divided into sensory experience and practical experience. Cognitive experience and related experience are four dimensions of experience. At the same time, through the theoretical derivation of the existing research on the relationship between variables, the theoretical model and related research hypotheses of mobile online shopping experience affecting consumer behavior will be proposed. At the same time, combined with expert interview, consumer pre-survey and pre-test results, the scale was revised, and finally the scale of relevant variables was obtained. Finally, the research data collected by questionnaire are analyzed by SPSS software, and the theoretical research model and related hypotheses are tested according to the results of statistical analysis. According to the model construction and empirical analysis of this study, combined with the current shopping environment and the future trend of mobile online shopping, this paper discusses the influence mechanism of mobile online shopping experience on consumers' willingness to buy through experience value and consumer trust. In order to provide some reference significance for enterprises how to improve the consumer mobile online shopping experience, seize the future mobile online shopping market, and improve customers' willingness to purchase.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55

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