基于感知价值的b2c电子商务消费者.doc
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基于感知价值的b2c电子商务消费者,摘要互联网的快速发展开启了全新的网上购物的时代，但是目前网上购物在我国仍处于起步阶段，大多数消费者还没有从尝试性购买阶段过渡到习惯性购买阶段，因此，如何提高消费者的网上购买意向，就成为了本文的研究问题。本文选取网上购物市场发展较快的b2c电子商务市场为研究对象，同时以3c类产品为例，在总结国内外相关理论研究的基础上，以...
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摘 要
互联网的快速发展开启了全新的网上购物的时代，但是目前网上购物在我国仍处于起步阶段，大多数消费者还没有从尝试性购买阶段过渡到习惯性购买阶段，因此，如何提高消费者的网上购买意向，就成为了本文的研究问题。
本文选取网上购物市场发展较快的B2C电子商务市场为研究对象，同时以3C类产品为例，在总结国内外相关理论研究的基础上，以顾客感知价值作为研究的切入点，探讨了在B2C电子商务的环境下，顾客感知价值的概念、维度及其驱动因素，以及其对消费者购买意向的影响作用。
在前人研究成果的基础之上，结合我国B2C电子商务购物环境的特点，本文从产品感知质量、网站服务质量和顾客成本三个方面构建了顾客感知价值与购买意向关系的理论模型。其中产品感知质量从产品的绩效、易用性、耐久性和声望四个方面进行描述，网站服务质量以网站的信息质量、效率、响应性、可靠性和保密性来衡量，而顾客成本则包括货币成本、时间成本、精神成本和体力成本四个维度。本文采用理论研究和实证研究相结合的方法，通过委托第三方调查机构对近400名网上消费者进行问卷调查，使用SPSS 16.0对搜集的数据进行因子分析、相关分析和回归分析，实证结果基本上验证了本研究提出的假设，得出的研究结论如下：
（1）效用价值、享乐价值和关系价值构成了B2C电子商务环境下的顾客感知价值，其中，享乐价值相对于效用价值和关系价值，对消费者网上购物意向的影响效果最为明显；
（2）产品的绩效和易用性，网站的信息质量和效率，这四方面因素对B2C电子商务环境下消费者的效用价值有积极的正向影响；
（3）产品的绩效、易用性、耐久性、声望，网站的效率、响应性、可靠性和保密性，这八个方面因素对B2C电子商务消费者的享乐价值都有比较积极的正向影响；
（4）产品的易用性、耐久性和声望，网站的响应性和保密性对B2C电子商务消费者的关系价值有较为积极的正向影响；
（5）在B2C电子商务环境下，顾客成本的具体内容相较于传统购物环境发生了一定的变化，其各个构成维度都对顾客感知价值有不同程度的负向影响。
关键词 B2C； 电子商务； 感知价值； 购买意向
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 录
摘 要 I
目 录 III
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 研究目的和意义 2
1.2 国内外研究现状及评述 3
1.2.1消费者网上购买意向的国内外研究 3
1.2.2 国内外研究现状的评述 7
1.3 本文的研究内容总述 8
1.3.1 主要研究内容 8
1.3.2 技术路线 9
1.3.3 研究方法 9
1.4 本文的创新点 10
第2章 论文研究的相关理论基础 11
2.1 顾客感知价值理论 11
2.1.1 顾客感知价值..
互联网的快速发展开启了全新的网上购物的时代，但是目前网上购物在我国仍处于起步阶段，大多数消费者还没有从尝试性购买阶段过渡到习惯性购买阶段，因此，如何提高消费者的网上购买意向，就成为了本文的研究问题。
本文选取网上购物市场发展较快的B2C电子商务市场为研究对象，同时以3C类产品为例，在总结国内外相关理论研究的基础上，以顾客感知价值作为研究的切入点，探讨了在B2C电子商务的环境下，顾客感知价值的概念、维度及其驱动因素，以及其对消费者购买意向的影响作用。
在前人研究成果的基础之上，结合我国B2C电子商务购物环境的特点，本文从产品感知质量、网站服务质量和顾客成本三个方面构建了顾客感知价值与购买意向关系的理论模型。其中产品感知质量从产品的绩效、易用性、耐久性和声望四个方面进行描述，网站服务质量以网站的信息质量、效率、响应性、可靠性和保密性来衡量，而顾客成本则包括货币成本、时间成本、精神成本和体力成本四个维度。本文采用理论研究和实证研究相结合的方法，通过委托第三方调查机构对近400名网上消费者进行问卷调查，使用SPSS 16.0对搜集的数据进行因子分析、相关分析和回归分析，实证结果基本上验证了本研究提出的假设，得出的研究结论如下：
（1）效用价值、享乐价值和关系价值构成了B2C电子商务环境下的顾客感知价值，其中，享乐价值相对于效用价值和关系价值，对消费者网上购物意向的影响效果最为明显；
（2）产品的绩效和易用性，网站的信息质量和效率，这四方面因素对B2C电子商务环境下消费者的效用价值有积极的正向影响；
（3）产品的绩效、易用性、耐久性、声望，网站的效率、响应性、可靠性和保密性，这八个方面因素对B2C电子商务消费者的享乐价值都有比较积极的正向影响；
（4）产品的易用性、耐久性和声望，网站的响应性和保密性对B2C电子商务消费者的关系价值有较为积极的正向影响；
（5）在B2C电子商务环境下，顾客成本的具体内容相较于传统购物环境发生了一定的变化，其各个构成维度都对顾客感知价值有不同程度的负向影响。
关键词 B2C； 电子商务； 感知价值； 购买意向
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 录
摘 要 I
目 录 III
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 研究目的和意义 2
1.2 国内外研究现状及评述 3
1.2.1消费者网上购买意向的国内外研究 3
1.2.2 国内外研究现状的评述 7
1.3 本文的研究内容总述 8
1.3.1 主要研究内容 8
1.3.2 技术路线 9
1.3.3 研究方法 9
1.4 本文的创新点 10
第2章 论文研究的相关理论基础 11
2.1 顾客感知价值理论 11
2.1.1 顾客感知价值..
