网络购物氛围对购物意向影响研究..docxVIP

目录第1章 绪论21.1 研究背景21.2研究意义21.3研究创新3第2章 文献综述42.1 S-O-R模型的研究42.1.1S-O-R模型的概念42.1.2 S-0-R模型的应52．2传统购物氛围62.3 网络购物氛围的研究62.3.1网络购物氛围的定义62.3.2网站设计的研究72.4 消费情感的研究8第三章 购物意向分析103.1 购物意向的相关研究103.2 消费者网上购物意向影响变量的研究103.2.1网络购物氛围与消费情感关系103.2.2消费情感与购物意向关系11第4章 数据分析124.1 研究样本构成124.2信度分析124.3效度分析12第五章 结论与展望145.1 主要结论145.2 营销启示155.3 研究局限与展望16参考文献：17网络购物氛围对购物意向影响研究摘要网络购物作为一种新型购物方式逐渐被大众尤其是年轻消费者所接受，消费者对其的需求也在发生着变化。价格不再是唯一决定因素，顾客在网络购物中更看重购物所带来的体验。因此，网络购物氛围的营造是非常重要的。本文首先从传统购物氛围分类入手，结合网站建设相关研究，提出网络购物氛围的分类方式。网络购物氛围分为网站设计、人员要素和网站信度三个要素。网站设计包括下载速度、信息内容、导航定位和外观布局四个维度，网站信度包括安全隐私和可靠性两个维度，人员要素则主要关注人员互动因素。然后，通过文献回顾，研究采用情感PAD模型，探讨网络购物氛围与愉悦感、唤起感和控制感之间的关系以及消费情感与网络购物之间的关系。最后，结合以往文献研究和本文实证研究结果，对购物网站经营者提出若干营销建议．本文采用问卷调查法，应用网络问卷平台，在全国范围内收集有效问卷200份。经SPSSl6．0软件统计分析后，结果显示本研究的构思假设基本得到证实。研究发现，网络购物氛围通过愉悦感、唤起感和控制感，对消费者的购物意向产生影响。关键词：网络购物；氛围；购物意向AbstractOnline shopping as a new way to shop by the public, especially young gradually accepted by consumers, consumption.By its demand is also changing. Price is not the only deciding factor, more customers online shopping.It brings value shopping experience. Therefore, to create online shopping atmosphere is very important.Firstly, the traditional shopping atmosphere classification, combining the construction site research, propose online shopping atmosphere classification. Online shopping atmosphere into website design, website elements and personnel reliability three elements.Website Design including download speed, content, layout and appearance of navigation and positioning four dimensions, site reliability package including safety and reliability of the two dimensions of privacy, people mainly focus on elements of interactive factors staff. Then, by literature review, study emotion PAD model to explore online shopping atmosphere with pleasure, and evoke a sense of control relationship and the relationship between consumption emotions and online shopping system between sense. Finally, combined with previous literature and empirical results of this study, on the sh