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MBA毕业论文_线网络互动对消费者购买意愿影响研究PDF

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随着我国互联网普及率的不断增加,网络购物用户规模也呈逐渐扩大的趋势, 我国网络消费继续保持升级的态势,网络购物具有时效性强、不受时间、空间约束 的优点,已经在居民的日常生活中扮演了重要的角色。但是相比较于传统购物来说, 网络购物本身所具有的虚拟性、信息不对称的特点,让消费者在购买商品之前,不 能实际地接触商品,只能通过网络平台,商家的描述,以及与其他消费者的沟通来 获得商品的信息,会很大程度降低消费者的购买体验,因此在B2C的大环境下, 网络购物平台亟需完善互动功能,通过消费者与购物平台的互动、消费者与商家的 互动,消费者之间的互动来提高消费者的认知,增加对商品信息的了解,提高消费 者的购买体验。 因此,本文从网络购物的角度出发,对在线网络互动、感知信任、消费者购买 意愿、社交关系强度的国内外研究情况进行了分析和整理,选择S-0-R理论、符号 互动理论、社会交往理论、TAM技术接受模型为理论基础,探讨在线互动的各个 因子感知易用性、趣味性、丰富性、互助性对购买意愿的影响机制,新引入趣味性 互动因子作为消费者与网络平台的补充,并且引入了社交关系强度作为调节变量 来探究感知信任对购买意愿的影响,在此基础上建立了在线互动对消费者购买意 愿的理论模型。为了验证模型,本文通过网络发放问卷进行数据收集,然后对回收 的问卷进行描述性统计分析、信效度分析、结构方程分析,以及中介和调节作用分 析,对模型假设进行一一验证。 研究结果显示,在线网络互动的四个因子中,只有感知易用性、丰富性、互助 性三个因子和购买意愿之间存在显著的正向影响,而趣味性和购买意愿之间并不 存在显著关系;感知信任也显著正向影响购买意愿,并且在感知易用性对购买意愿、 丰富性对购买意愿、互助性对购买意愿之间起中介作用。除此之外,社交关系强度 正向调节消费者者感知信任与购买意愿,也就是说,在社交关系中联系密切频繁的 商品推荐者可以增强消费者的购买意愿。 因此本文根据实证分析的结果,从商家的角度和网络购物平台的角度提出了 相关的建议。认为可以从商家丰富商品的信息,完善网络购物平台的买家互助机制, 以及加强网络购物平台的用户关系管理三方面入手来提高消费者的购买体验。 关键词:网络购物;感知信任;购买意愿;在线网络互动 哈尔滨工业大学管理学硕士学位论文 - II - Abstract In recent years, with the increasing popularity of the Internet, the scale of online shopping users has also expanded. Online shopping has become a part of residents ’daily life. Online shopping can be free from time and space constraints, and has a strong timeliness. China ’s online consumption continues to maintain its upgrade Situation. However, compared to traditional shopping, online shopping itself has the characteristics of virtuality and information asymmetry. Before buying a product, consumers cannot actually touch the product, only through the online platform, the description of the merchant, and other Consumer communication to obtain product information will greatly reduce the consumer's buying experience. Therefore, in the context of B2C, online shopping platforms urgently need to improve interactive functions. Through the interaction between consumers and shopping platforms, consumers and Merchant interaction, consumer interaction to improve consumer awareness, increase understanding of product information, improve consumer buying experience. Therefore, from the perspective of online shopping, this article analyzes and sorts out the domestic and foreign researches on online interaction, perceived trust, purchase willingness, and social relationship strength, and selects S-0-R theory, symbol interaction theory, social interaction theory, The TAM technology acceptance model is used as a theoretical basis to discuss the impact mechanism of various factors of online interaction on purchase intentions. A new interesting interaction factor is introduced as a supplement to consumers and online platforms, and the strength of social relationships is introduced as a moderating variable to explore perceived trust pairs On the basis of the influence of purchase intention, a theoretical model of online interaction on consumers' purchase intention is established. In order to verify the model, this paper collects data by issuing questionnaires on the Internet, followed by descriptive statistical analysis, reliability and validity analysis, structural equation analysis, and intermediary and adjustment analysis of the questionnaires recovered to verify the models and hypotheses. Research results show that the three factors of perceived ease of use, richness, and mutual assistance of online interaction have a significant positive impact on purchase intention, but there is no significant relationship between fun and purchase intention; 哈尔滨工业大学管理学硕士学位论文 - III - perceived trust is also significantly positive Affect purchase intention, and mediate between perceived ease of use to purchase intention, richness to purchase intention, and mutual aid to purchase intention. In addition, the strength of social relationships positively regulates consumers' perception of trust and purchase intention. In other words, social relations are frequent, and close product recommenders can enhance consumers' willingness to buy. Therefore, based on the results of empirical analysis, this article puts forward relevant suggestions from the perspective of merchants and online shopping platforms. It is believed that it can start from three aspects: merchants enriching product information, perfecting the online shopping platform's buyer mutual assistance mechanism, and strengthening the online shopping platform's user relationship management to improve consumers' purchasing experience. Keywords: online shopping, online interaction, perceived trust, willingness to buy 哈尔滨工业大学管理学硕士学位论文 - IV - 目 录 摘要 ... I Abstract . II 目 录 IV 第1章 绪 论 ................... 1 1.1 研究背景和意义 ...... 1 1.1.1 研究背景 ........... 1 1.1.2 研究目的 ........... 2 1.1.3 研究意义 ........... 3 1.2 研究现状及分析 ...... 4 1.2.1 在线互动研究现状 .......................... 4 1.2.2 消费者购买意愿研究现状 .............. 6 1.2.3 消费者感知信任研究现状 .............. 8 1.2.4 社交关系强度研究现状 .................. 9 1.2.5 国内外文献综述分析 .................... 10 1.3 研究内容和研究方法 ............................ 11 1.3.1研究内容 ........... 11 1.3.2研究方法 .......... 12 1.4 技术路线图 ............ 12 第2章 理论基础与模型构建 ........................ 14 2.1 相关概念界定 ........ 14 2.1.1 在线互动概念界定 ........................ 14 2.1.2 消费者购买意愿概念界定 ............ 14 2.1.3 消费者感知信任概念界定 ............ 15 2.1.4 社交关系强度概念界定 ................ 15 2.2 理论基础 ................ 16 2.2.1 S-O-R(刺激-机体-反应)理论 .... 16 2.2.2 符号互动理论 . 17 2.2.3 TAM技术接受模型 ........................ 17 2.2.4 社会交往理论 . 18 2.3 理论模型建构 ........ 18 哈尔滨工业大学管理学硕士学位论文 - V - 2.3.1 在线互动对消费者购买意愿的影响 ........................... 18 2.3.2 基于感知信任的在线网络互动对购买意愿的中介作用分析 .................. 20 2.3.3 基于社交关系强度的调节作用分析 ........................... 22 2.4 理论模型 ................ 23 2.4 本章小结 ................ 24 第3章 问卷设计与数据收集 ........................ 25 3.1 问卷量表设计 ........ 25 3.1.1问卷基本结构 .. 25 3.1.2问卷量表设计 .. 25 3.2 数据收集 ................ 26 3.3数据分析 ................. 26 3.3.1人口统计情况分析 ......................... 26 3.3.2 信度检验 ......... 30 3.3.3 效度检验 ......... 31 3.3.4 共同方法偏差分析 ........................ 32 3.3.5 相关性与共线性诊断 .................... 33 3.4 本章小结 ................ 34 第4章 实证分析与讨论 . 35 4.1 结构方程模型分析 35 4.1.1 模型拟合优度分析 ........................ 35 4.1.2 结构方程分析 . 36 4.2感知信任的中介作用分析 .................... 37 4.2.1感知信任在感知易用性与购买意愿之间的中介作用分析 ....................... 37 4.2.2感知信任在丰富性与购买意愿之间的中介作用分析 38 4.2.3感知信任在互助性与购买意愿之间的中介作用分析 38 4.3 社交关系强度的调节作用 ................... 39 4.4. 假设检验结果 ....... 40 4.5 本章小结 ................ 40 第5章 结果讨论及对策建议 ........................ 41 5.1 结果讨论 ................ 41 5.1.1 在线互动对购买意愿的影响 ........ 41 5.1.2 在线互动对感知信任的影响 ........ 42 5.1.3 感知信任对购买意愿的影响 ....