【摘要】：近年以來,互聯網技術飛速發(fā)展,互聯網經濟空前繁榮,在線購物已經成為十分普遍的購物方式。消費者在線購物行為受到很多因素的影響。而作為一般消費者,在購物過程中很多時候直接受到網站本身的設計、布局、信息的詳細程度、搜索服務等網站因素的直接影響,同時由于網絡的虛擬性,消費者還往往受到提供在線購物商家所提供的線下服務的影響。網站本身的各種技術創(chuàng)新以及新媒體工具的使用和電子商務企業(yè)在線下建立的服務體系已經成為電子商務企業(yè)之間競爭中的重要競爭力。因此,研究在線消費環(huán)境感知的各個因素對于消費者的影響具有一定的現實意義。 本文技術接受模型的基礎上,加入了網站因素和服務因素兩個外在變量,結合模型中感知網購有用、感知網購易用、感知網購風險三個變量,研究對于消費者網購意向的影響,構建了假設模型。引入了前人研究成果中的成熟量表,通過問卷調查的手段對于各個變量進行了測量,然后使用SPSS19.0和AMOS17.0對于調查所得的數據進行分析,對于假設模型進行檢驗。之后又從人口統計變量入手,研究人口統計變量對于各個變量的影響,得出相關的結論： 一、感知網購有用、感知網購易用與消費者的網上購物意向正向相關,感知網購風險和購物意向成負向相關,以上三個因素對消費者網絡購物意向具有顯著性影響。根據實證分析部分的數據可以看出,感知網購易用對于網購意向的相關度最大。 二、網站因素與感知網購有用、感知網購易用兩因素正向相關,與感知網購風險呈負相關關系。 三、服務因素與感知網購有用、感知網購易用兩因素正向相關,與感知網購風險負向相關。 四、部分人口因素影響消費者網購意向,收入最低的學生群體對于網購購買意向最強烈、對于網站因素感知最好。網購次數較少的顧客對網站因素感知最好,而網購次數較多的顧客則對網站感知較差。 在以上四份結論的基礎上,電子商務企業(yè)提出了建議： 第一,注重智能客戶端的改進與推廣。抓住智能手機發(fā)展的機會,抓住客戶。 第二,進一步整合資源提高企業(yè)核心競爭力。進一步讓客戶體驗到感知有用,刺激消費者購買。 第三,注重在線購物安全體系的建設。最大限度消除消費者對于網購風險的感知。 第四,關注年輕消費者的動向增強企業(yè)創(chuàng)新能力。 希望通過這些本文的研究成果能夠給企業(yè)帶來一定的幫助。
[Abstract]:In recent years, with the rapid development of Internet technology and the unprecedented prosperity of Internet economy, online shopping has become a very common way of shopping. Consumer online shopping behavior is affected by many factors. As a general consumer, many times in the shopping process, they are directly affected by the website design, layout, detail of information, search services, and other website factors. At the same time, because of the virtual nature of the network, Consumers are also often affected by the offline services offered by online shoppers. The technological innovation of the website itself, the use of new media tools and the service system established by e-commerce enterprises have become the important competitiveness in the competition between e-commerce enterprises. Therefore, it is of practical significance to study the factors of online consumer environment perception for consumers. Based on the technology acceptance model, this paper adds two external variables, website factor and service factor, and studies the influence on consumers' online purchase intention by combining three variables: perceived online purchase usefulness, perceived online purchase ease of use, and perceived online purchase risk. A hypothetical model is constructed. This paper introduces the mature scale of the previous research results, measures the variables by questionnaire, then uses SPSS19.0 and AMOS17.0 to analyze the data obtained from the investigation and tests the hypothetical model. Then starting with the demographic variables, this paper studies the impact of demographic variables on each variable, and draws the relevant conclusions: first, perceived online shopping useful, perceived online shopping easy to use with consumers online shopping intention positive correlation, Perceived online shopping risk is negatively correlated with shopping intention, and the above three factors have a significant impact on consumers' online shopping intention. According to the data of empirical analysis, it can be seen that perceived ease of use of online shopping intention is the most relevant. Second, website factors are positively correlated with perceived online purchase usefulness, perceived online purchase ease of use, and negatively correlated with perceived online purchase risk. Third, service factors are positively related to perceived online shopping usefulness, perceived online shopping ease of use is positively correlated, and perceived online purchase risk is negatively correlated. Fourth, some population factors affect consumers' online purchase intention. The lowest income group has the strongest online purchase intention and the best website factor perception. Customers with less times of online shopping have the best perception of website factors, while customers with more times of online shopping are less aware of website. On the basis of the above four conclusions, e-commerce enterprises put forward some suggestions: first, pay attention to the improvement and promotion of smart client. Seize the opportunity of smartphone development, seize the customer. Second, further integrate resources to improve the core competitiveness of enterprises. Further enable customers to experience perceived usefulness, stimulating consumer buying. Third, pay attention to the construction of online shopping security system. Eliminate consumer's perception of online purchase risk to the maximum extent. Fourth, pay attention to the trend of young consumers to enhance the innovative ability of enterprises. It is hoped that the research results of this paper can bring some help to the enterprises.
【學位授予單位】：安徽財經大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.55;F724.6

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