基于感知價值的b2c電子商務(wù)消費者.doc
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基于感知價值的b2c電子商務(wù)消費者,摘要互聯(lián)網(wǎng)的快速發(fā)展開啟了全新的網(wǎng)上購物的時代，但是目前網(wǎng)上購物在我國仍處于起步階段，大多數(shù)消費者還沒有從嘗試性購買階段過渡到習(xí)慣性購買階段，因此，如何提高消費者的網(wǎng)上購買意向，就成為了本文的研究問題。本文選取網(wǎng)上購物市場發(fā)展較快的b2c電子商務(wù)市場為研究對象，同時以3c類產(chǎn)品為例，在總結(jié)國內(nèi)外相關(guān)理論研究的基礎(chǔ)上，以...
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摘 要
互聯(lián)網(wǎng)的快速發(fā)展開啟了全新的網(wǎng)上購物的時代，但是目前網(wǎng)上購物在我國仍處于起步階段，大多數(shù)消費者還沒有從嘗試性購買階段過渡到習(xí)慣性購買階段，因此，如何提高消費者的網(wǎng)上購買意向，就成為了本文的研究問題。
本文選取網(wǎng)上購物市場發(fā)展較快的B2C電子商務(wù)市場為研究對象，同時以3C類產(chǎn)品為例，在總結(jié)國內(nèi)外相關(guān)理論研究的基礎(chǔ)上，以顧客感知價值作為研究的切入點，探討了在B2C電子商務(wù)的環(huán)境下，顧客感知價值的概念、維度及其驅(qū)動因素，以及其對消費者購買意向的影響作用。
在前人研究成果的基礎(chǔ)之上，結(jié)合我國B2C電子商務(wù)購物環(huán)境的特點，本文從產(chǎn)品感知質(zhì)量、網(wǎng)站服務(wù)質(zhì)量和顧客成本三個方面構(gòu)建了顧客感知價值與購買意向關(guān)系的理論模型。其中產(chǎn)品感知質(zhì)量從產(chǎn)品的績效、易用性、耐久性和聲望四個方面進行描述，網(wǎng)站服務(wù)質(zhì)量以網(wǎng)站的信息質(zhì)量、效率、響應(yīng)性、可靠性和保密性來衡量，而顧客成本則包括貨幣成本、時間成本、精神成本和體力成本四個維度。本文采用理論研究和實證研究相結(jié)合的方法，通過委托第三方調(diào)查機構(gòu)對近400名網(wǎng)上消費者進行問卷調(diào)查，使用SPSS 16.0對搜集的數(shù)據(jù)進行因子分析、相關(guān)分析和回歸分析，實證結(jié)果基本上驗證了本研究提出的假設(shè)，得出的研究結(jié)論如下：
（1）效用價值、享樂價值和關(guān)系價值構(gòu)成了B2C電子商務(wù)環(huán)境下的顧客感知價值，其中，享樂價值相對于效用價值和關(guān)系價值，對消費者網(wǎng)上購物意向的影響效果最為明顯；
（2）產(chǎn)品的績效和易用性，網(wǎng)站的信息質(zhì)量和效率，這四方面因素對B2C電子商務(wù)環(huán)境下消費者的效用價值有積極的正向影響；
（3）產(chǎn)品的績效、易用性、耐久性、聲望，網(wǎng)站的效率、響應(yīng)性、可靠性和保密性，這八個方面因素對B2C電子商務(wù)消費者的享樂價值都有比較積極的正向影響；
（4）產(chǎn)品的易用性、耐久性和聲望，網(wǎng)站的響應(yīng)性和保密性對B2C電子商務(wù)消費者的關(guān)系價值有較為積極的正向影響；
（5）在B2C電子商務(wù)環(huán)境下，顧客成本的具體內(nèi)容相較于傳統(tǒng)購物環(huán)境發(fā)生了一定的變化，其各個構(gòu)成維度都對顧客感知價值有不同程度的負向影響。
關(guān)鍵詞 B2C； 電子商務(wù)； 感知價值； 購買意向
Abstract
The rapid development of the Internet opens up a new ear for internet shopping, but internet shopping has just been in its childhood in China, most of the customers only regards internet shopping as an attempt, not a habit. So, how to promote the customers’ purchase intention becomes the main research focus of this paper.
This paper selects the fast developing internet shopping market-B2C e-commerce market-as the research object, meanwhile takes the 3C products as survey examples. On the basis of summarizing the domestic and foreign relevant theory researches, this paper regards customer-perceived-value as the entry point of the research, and then explores the concept, dimensions and its driving factors of customer-perceived-value, and also its influences on the purchase intention of the customers under the B2C e-commerce environment.
On the basis of predecessors' achievements, combing the features of China’s B2C e-commerce environment, this paper structures a theoretical model between customer-perceived-value and customer purchase intention from three dimensions: product perceived quality (including performance, ease-of-use, durability and prestige), website service quality (including information quality, efficiency, responsiveness, reliability and privacy) and customer cost (including monetary, time, psychic and physic cost). This paper combines both theoretical method and empirical method, surveys nearly 400 internet customers through entrusting a third-party investigation organization, and then analyzes the collected data using factor analysis, correlation analysis and regression analysis with SPSS 16.0; finally, the analysis results support our hypothesis. The main conclusions are showed as follows:
(1)Utilitarian value, hedonic value and relationship value consist of the customer-perceived-value in B2C e-commerce environment and hedonic value affects the customers’ internet purchase intention most.
(2)Factors of performance, ease-of-use, information quality and efficiency have respectively positive effect on customers’ utilitarian value in B2C e-commerce environment.
(3)Factors of performance, ease-of-use, durability, prestige, efficiency, reliability, responsiveness and privacy have respectively positive effect on customers’ hedonic value in B2C e-commerce environment.
(4)Factors of ease-of-use, durability, prestige, responsiveness and privacy have respectively positive effect on customers’ relationship value in B2C e-commerce environment.
(5)Different from the traditional shopping environment, the content of customer cost changes in B2C e-commerce environment, every aspect of the customer cost has negative effect on customer-perceived-value.
Key words: B2C; e-commerce; customer-perceived-value; purchase intention
目 錄
摘 要 I
目 錄 III
第1章 緒論 1
1.1 研究背景和意義 1
1.1.1 研究背景 1
1.1.2 研究目的和意義 2
1.2 國內(nèi)外研究現(xiàn)狀及評述 3
1.2.1消費者網(wǎng)上購買意向的國內(nèi)外研究 3
1.2.2 國內(nèi)外研究現(xiàn)狀的評述 7
1.3 本文的研究內(nèi)容總述 8
1.3.1 主要研究內(nèi)容 8
1.3.2 技術(shù)路線 9
1.3.3 研究方法 9
1.4 本文的創(chuàng)新點 10
第2章 論文研究的相關(guān)理論基礎(chǔ) 11
2.1 顧客感知價值理論 11
2.1.1 顧客感知價值..
互聯(lián)網(wǎng)的快速發(fā)展開啟了全新的網(wǎng)上購物的時代，但是目前網(wǎng)上購物在我國仍處于起步階段，大多數(shù)消費者還沒有從嘗試性購買階段過渡到習(xí)慣性購買階段，因此，如何提高消費者的網(wǎng)上購買意向，就成為了本文的研究問題。
本文選取網(wǎng)上購物市場發(fā)展較快的B2C電子商務(wù)市場為研究對象，同時以3C類產(chǎn)品為例，在總結(jié)國內(nèi)外相關(guān)理論研究的基礎(chǔ)上，以顧客感知價值作為研究的切入點，探討了在B2C電子商務(wù)的環(huán)境下，顧客感知價值的概念、維度及其驅(qū)動因素，以及其對消費者購買意向的影響作用。
在前人研究成果的基礎(chǔ)之上，結(jié)合我國B2C電子商務(wù)購物環(huán)境的特點，本文從產(chǎn)品感知質(zhì)量、網(wǎng)站服務(wù)質(zhì)量和顧客成本三個方面構(gòu)建了顧客感知價值與購買意向關(guān)系的理論模型。其中產(chǎn)品感知質(zhì)量從產(chǎn)品的績效、易用性、耐久性和聲望四個方面進行描述，網(wǎng)站服務(wù)質(zhì)量以網(wǎng)站的信息質(zhì)量、效率、響應(yīng)性、可靠性和保密性來衡量，而顧客成本則包括貨幣成本、時間成本、精神成本和體力成本四個維度。本文采用理論研究和實證研究相結(jié)合的方法，通過委托第三方調(diào)查機構(gòu)對近400名網(wǎng)上消費者進行問卷調(diào)查，使用SPSS 16.0對搜集的數(shù)據(jù)進行因子分析、相關(guān)分析和回歸分析，實證結(jié)果基本上驗證了本研究提出的假設(shè)，得出的研究結(jié)論如下：
（1）效用價值、享樂價值和關(guān)系價值構(gòu)成了B2C電子商務(wù)環(huán)境下的顧客感知價值，其中，享樂價值相對于效用價值和關(guān)系價值，對消費者網(wǎng)上購物意向的影響效果最為明顯；
（2）產(chǎn)品的績效和易用性，網(wǎng)站的信息質(zhì)量和效率，這四方面因素對B2C電子商務(wù)環(huán)境下消費者的效用價值有積極的正向影響；
（3）產(chǎn)品的績效、易用性、耐久性、聲望，網(wǎng)站的效率、響應(yīng)性、可靠性和保密性，這八個方面因素對B2C電子商務(wù)消費者的享樂價值都有比較積極的正向影響；
（4）產(chǎn)品的易用性、耐久性和聲望，網(wǎng)站的響應(yīng)性和保密性對B2C電子商務(wù)消費者的關(guān)系價值有較為積極的正向影響；
（5）在B2C電子商務(wù)環(huán)境下，顧客成本的具體內(nèi)容相較于傳統(tǒng)購物環(huán)境發(fā)生了一定的變化，其各個構(gòu)成維度都對顧客感知價值有不同程度的負向影響。
關(guān)鍵詞 B2C； 電子商務(wù)； 感知價值； 購買意向
Abstract
The rapid development of the Internet opens up a new ear for internet shopping, but internet shopping has just been in its childhood in China, most of the customers only regards internet shopping as an attempt, not a habit. So, how to promote the customers’ purchase intention becomes the main research focus of this paper.
This paper selects the fast developing internet shopping market-B2C e-commerce market-as the research object, meanwhile takes the 3C products as survey examples. On the basis of summarizing the domestic and foreign relevant theory researches, this paper regards customer-perceived-value as the entry point of the research, and then explores the concept, dimensions and its driving factors of customer-perceived-value, and also its influences on the purchase intention of the customers under the B2C e-commerce environment.
On the basis of predecessors' achievements, combing the features of China’s B2C e-commerce environment, this paper structures a theoretical model between customer-perceived-value and customer purchase intention from three dimensions: product perceived quality (including performance, ease-of-use, durability and prestige), website service quality (including information quality, efficiency, responsiveness, reliability and privacy) and customer cost (including monetary, time, psychic and physic cost). This paper combines both theoretical method and empirical method, surveys nearly 400 internet customers through entrusting a third-party investigation organization, and then analyzes the collected data using factor analysis, correlation analysis and regression analysis with SPSS 16.0; finally, the analysis results support our hypothesis. The main conclusions are showed as follows:
(1)Utilitarian value, hedonic value and relationship value consist of the customer-perceived-value in B2C e-commerce environment and hedonic value affects the customers’ internet purchase intention most.
(2)Factors of performance, ease-of-use, information quality and efficiency have respectively positive effect on customers’ utilitarian value in B2C e-commerce environment.
(3)Factors of performance, ease-of-use, durability, prestige, efficiency, reliability, responsiveness and privacy have respectively positive effect on customers’ hedonic value in B2C e-commerce environment.
(4)Factors of ease-of-use, durability, prestige, responsiveness and privacy have respectively positive effect on customers’ relationship value in B2C e-commerce environment.
(5)Different from the traditional shopping environment, the content of customer cost changes in B2C e-commerce environment, every aspect of the customer cost has negative effect on customer-perceived-value.
Key words: B2C; e-commerce; customer-perceived-value; purchase intention
目 錄
摘 要 I
目 錄 III
第1章 緒論 1
1.1 研究背景和意義 1
1.1.1 研究背景 1
1.1.2 研究目的和意義 2
1.2 國內(nèi)外研究現(xiàn)狀及評述 3
1.2.1消費者網(wǎng)上購買意向的國內(nèi)外研究 3
1.2.2 國內(nèi)外研究現(xiàn)狀的評述 7
1.3 本文的研究內(nèi)容總述 8
1.3.1 主要研究內(nèi)容 8
1.3.2 技術(shù)路線 9
1.3.3 研究方法 9
1.4 本文的創(chuàng)新點 10
第2章 論文研究的相關(guān)理論基礎(chǔ) 11
2.1 顧客感知價值理論 11
2.1.1 顧客感知價值..
