【摘要】：當(dāng)前互聯(lián)網(wǎng)已經(jīng)涉足全國乃至全球的各行各業(yè),改變了許多傳統(tǒng)行業(yè)商業(yè)形態(tài),而科學(xué)技術(shù)的進步使得互聯(lián)網(wǎng)更加深入的影響中國人生活。禮品,作為一個特殊的行業(yè),具備著的非常深厚文化基因。中國的禮品市場規(guī)模是非常的巨大。國內(nèi)外電子商務(wù)企業(yè)都希望能夠針對中國禮品消費者制定針對性的營銷策略,以獲得競爭力,并迅速占領(lǐng)中國規(guī)模巨大地禮品市場�；谝陨媳尘�,本文以中國傳統(tǒng)價值觀為切入點,從顧客感知價值的視角來探索中國傳統(tǒng)價值觀對顧客禮品網(wǎng)絡(luò)購買意愿的影響。通過梳理國內(nèi)外關(guān)于中國傳統(tǒng)價值觀、顧客感知價值、購買意愿等領(lǐng)域文獻,針對現(xiàn)有研究的不足,構(gòu)建中國傳統(tǒng)價值觀、顧客感知價值、顧客禮品網(wǎng)絡(luò)購買意愿三者之間的概念模型,提出相應(yīng)的假設(shè)并開發(fā)量表設(shè)計問卷,并運用SPSS17.0和AMOS17.0統(tǒng)計軟件對問卷回收的數(shù)據(jù)進行結(jié)構(gòu)方程分析,得出以下結(jié)論:1,中國傳統(tǒng)價值觀整體對顧客禮品網(wǎng)絡(luò)購買意愿具有正向的影響作用。其維度假設(shè)方面,除了義的價值觀之外,仁、禮、智、信等價值觀對顧客禮品網(wǎng)絡(luò)購買意愿均具有正向影響。2,顧客感知價值正向影響顧客禮品網(wǎng)絡(luò)購買意愿,并在中國傳統(tǒng)價值觀對顧客禮品網(wǎng)絡(luò)購買意愿的影響過程中起到部分中介作用。當(dāng)通過網(wǎng)絡(luò)購買禮品的過程中感受到更多的顧客價值,則消費者通過網(wǎng)絡(luò)選擇、購買禮品的意愿則越強烈。本文以一方面拓寬了消費者購買意愿的研究領(lǐng)域,對以往有關(guān)消費者購買意愿的研究文獻起到豐富和發(fā)展的作用。其次,根據(jù)研究成果提出針對性的營銷建議,將有助于網(wǎng)絡(luò)禮品零售商能夠有效制定營銷策略,提升其市場競爭能力。
[Abstract]:At present, the Internet has been involved in all kinds of industries all over the country and even around the world, which has changed many traditional business forms, and the progress of science and technology has made the Internet more deeply affect the life of Chinese people. Gifts, as a special industry, have a very deep cultural gene. China's gift market is very large. Domestic and foreign e-commerce enterprises hope to be able to make targeted marketing strategies for Chinese gift consumers in order to gain competitiveness and quickly occupy the huge gift market in China. Based on the above background, this paper takes the Chinese traditional values as the breakthrough point, from the perspective of customer perceived value to explore the impact of Chinese traditional values on the purchase intention of customer gift network. Through combing the domestic and international literature on Chinese traditional values, customer perceived value, purchase intention and other fields, aiming at the shortcomings of existing research, the paper constructs Chinese traditional values, customer perceived value, and so on. The conceptual model of customer gift network purchase intention is put forward, the corresponding hypothesis is put forward and the questionnaire is designed by using SPSS17.0 and AMOS17.0, and the data collected from the questionnaire are analyzed by structural equation. The conclusions are as follows: 1. Chinese traditional values as a whole have a positive impact on the purchase intention of customer gift network. Besides the value of meaning, the values of benevolence, propriety, intelligence and trust have a positive influence on the willingness to purchase of the customer gift network. 2. The perceived value of the customer positively affects the willingness of the customer to buy the gift network. It also plays an intermediary role in the process of the influence of Chinese traditional values on the purchase intention of the customer's gift network. When consumers feel more customer value in the process of purchasing gifts through the network, consumers choose through the network, and the willingness to buy gifts is stronger. On the one hand, this paper broadens the research field of consumers' willingness to buy, and enriches and develops the previous literatures on consumers' willingness to buy. Secondly, according to the research results, it will be helpful for online gift retailers to formulate marketing strategies and improve their market competitiveness.
【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】：F724.6;F713.55

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