近年来，以手机、电脑为代表的传统电子产品增长萎靡，网络渠道的繁荣和 “悦己”消费倾向推动了新兴电子产品的爆发，新兴电子产品有望成为提升我国 电子信息产业发展韧性，促进电子产品消费升级和开拓国内消费市场发展潜力的 有力抓手。然而，实际上新兴电子产品市场表现平平，市场销售远达不到预期， 新兴电子产品的潜在需求并没有通过市场转化为现实的需求。同传统电子产品相 比，影响新兴电子产品消费者购买意愿的因素更加复杂和深层次化，且该类产品 依赖网络销售，渠道带来的不信任和影响消费者购买意愿的价值不明确是新兴电 子产品市场渗透率达不到预期的主要原因。 本文基于马斯洛需求层次理论和消费者价值理论，采用结构方程模型，以电 子书阅读器为例，从感知价值视角探究影响我国新兴电子产品消费者购买意愿的 主要因素，并提出提高该类产品网络渠道消费者购买意愿的对策。通过梳理回顾 关于网络消费者购买意愿、感知价值与购买意愿的关系、网络消费者信任和新兴 电子产品的国内外研究现状，将新兴电子产品的消费者感知价值划分为四个维度， 分别为感知功能价值、感知情感价值、感知炫耀价值和感知社会价值。以感知价 值为自变量，网络信任为中介变量，构建我国新兴电子产品消费者购买意愿的理 论模型，实证分析相关因素的影响程度。通过线上问卷调研的方式获取有效问卷 206份。通过SPSS和AMOS软件对问卷进行描述性统计分析、信度效度检验和 结构方程模型拟合。结果表明，对新兴电子产品来说，消费者感知价值和网络信 任是影响消费者购买意愿的主要因素，感知价值对购买意愿的影响以网络信任为 中介。其中，新兴电子产品感知价值对网络信任的标准化路径系数最大，为0.722； 新兴电子产品感知价值对消费者购买意愿的总影响为0.525；新兴电子产品网络 信任直接影响购买意愿的标准化路径系数为0.427。为促进新兴电子产品消费者 购买意愿的提升，本文针对研究结果具体提出了两方面的建议：第一，从新兴电 子产品感知价值四个维度入手，采取相应措施，系统实现消费者感知价值的提升。 第二，从政府、网购平台、商家三个方面全面提高消费者网络信任。 关键词：新兴电子产品，消费者购买意愿，感知价值，网络信任 Abstract Inrecentyears,thegrowthoftraditionalelectronicproductsrepresentedby mobilephonesandcomputershasbeensluggish.Theprosperityofnetworkchannels andthetendencyto"pleaseyourself"havedriventheoutbreakofemergingelectronic products.Emergingelectronicproductsareexpectedtobecomethetoughnessof China'selectronicinformationindustryandpromoteelectronicproducts. Consumptionupgradeandapowerfulgraspofthedevelopmentpotentialofthe domesticconsumermarket.However,infact,themarketforemergingelectronic productshasbeenmediocre,withmarketsalesfarbelowexpectations.Thepotential demandforemergingelectronicproductshasnotbeenconvertedintorealdemand throughthemarketparedwithtraditionalelectronicproducts,thefactorsthat affectconsumers'buyingintentionsofemergingelectronicproductsaremore complexanddeeper,andtheseproductsrelyononlinesales.Themistrustbroughtby channelsandthevalueofconsumers’purchasingintentionsarenotclear.Themain reasonwhythemarketpenetrationrateofelectronicproductsfailedtomeet expectations. BasedonMaslow'shierarchyofneedstheoryandconsumervaluetheory,this paperusesstructuralequationmodelsandtakese-bookreadersasexamplestoexplore themainfactorsthatinfluencethepurchasingintentionofChina'semergingelectronic productsconsumersfromtheperspectiveofperceivedvalue,andproposestoimprove thiscategory.Thecountermeasuresofconsumers'purchaseintentionofproduct networkchannels.Byreviewingthedomesticandforeignresearchstatusofonline consumers'purchaseintention,relationshipbetweenperceivedvalueandpurchase intention,onlineconsumertrustandemergingelectronicproducts,theconsumer perceivedvalueofemergingelectronicproductsisdividedintofourdimensions, namelyperceptionFunctionalvalue,perceivedemotionalvalue,perceiveddisplay valueandperceivedsocialvalue.Takingperceivedvalueastheindependentvariable andonlinetrustastheintermediaryvariable,atheoreticalmodelofconsumers' willingnesstopurchasenewelectronicproductsinmycountryisconstructed,andthe influencedegreeofrelevantfactorsisanalyzedempirically.206validquestionnaires wereobtainedthroughonlinequestionnairesurvey.Descriptivestatisticalanalysis, reliabilityandvaliditytestandstructuralequationmodelfittingwerecarriedouton thequestionnairethroughSPSSandAMOSsoftware.Theresultsshowthatfor emergingelectronicproducts,consumers'perceivedvalueandonlinetrustarethe mainfactorsthatinfluenceconsumers'purchaseintention.Theinfluenceofperceived valueonpurchaseintentionismediatedbyonlinetrust.Amongthem,the standardizedpathcoefficientoftheperceivedvalueofemergingelectronicproducts tonetworktrustisthelargest,0.722;thetotalimpactoftheperceivedvalueof emergingelectronicproductsonconsumers’purchaseintentionis0.525;the standardizedpathcoefficientofemergingelectronicproduct’snetworktrustdirectly affectsthepurchaseintentionis0.427.Inordertopromotethepurchaseintentionof emergingelectronicproductsconsumers,thisarticlespecificallyputsforwardtwo suggestionsfortheresearchresults:First,startingfromthefourdimensionsof emergingelectronicproductperceivedvalue,takecorrespondingmeasuresto systematicallyachievetheimprovementofconsumerperceivedvalue.Second, comprehensivelyimproveconsumeronlinetrustfromthreeaspects:government, onlineshoppingplatform,andmerchants. Keywords:emergingelectronicproducts,consumers'willingnesstobuy, perceivedvalue,onlinetrust 目录 1绪论............................................................................................................................1 1.1研究背景...............................................................................................................1 1.2国内外研究现状...................................................................................................2 1.2.1网络消费者购买意愿的相关研究..................................................................2 1.2.2感知价值与购买意愿关系的相关研究..........................................................3 1.2.3网络消费者信任的相关研究..........................................................................5 1.2.4新兴电子产品的相关研究..............................................................................5 1.2.5研究综述..........................................................................................................6 1.3研究目的与意义...................................................................................................8 1.3.1研究目的..........................................................................................................8 1.3.2研究意义..........................................................................................................8 1.4研究内容与方法...................................................................................................9 1.4.1研究内容..........................................................................................................9 1.4.2研究方法........................................................................................................10 1.4.3技术路线图....................................................................................................10 2概念界定和理论基础..............................................................................................12 2.1概念界定.............................................................................................................12 2.1.1网络消费者购买意愿....................................................................................12 2.1.2网络信任........................................................................................................12 2.1.3感知价值........................................................................................................13 2.1.4新兴电子产品................................................................................................13 2.2相关理论基础.....................................................................................................14 2.2.1马斯洛需求层次理论....................................................................................14 2.2.2消费者价值理论............................................................................................15 3感知价值影响新兴电子产品购买意愿研究设计.............................................