基于TAM的网购满意度模型构建和实证研究-技术经济及管理专业论文.docxVIP

Classified Index： C939 U.D.C： 005 Dissertation for the Master Degree in Management MODEL CONSTRUCTION AND EMPIRICAL RESEARCH OF ONLINE SHOPPING CUSTOMER SATISFACTION BASED ON TECHNOLOGY ACCEPTANCE MODEL Candidate： Cai Dequan Supervisor： Associate Prof. Li Baojia Academic Degree Applied for： Master of Management Specialty： Tech-Economics and Management Affiliation： School of Economics and Management Date of Defence： June, 2015 Degree-Conferring-Institution： Harbin Institute of Technology 摘 要 随着网购交易平台的发展壮大，网购市场潜力逐渐被各运营商开发出来。 消费者的网购交易额所占消费品零售总额的的比重越来越高。网购时代是消费 者主宰的时代，电子商务要实现可持续发展的目标，重要着力点是提升网购满 意度，吸引大批用户进入网购深度消费。顾客既是商品的购买者又是信息技术 的使用者，网购交易系统会影响顾客的购物态度和消费行为，因此，针对网购 顾客满意度的问题进行理论和实证的深入研究。通过借鉴技术接受模型的思想 构建网购顾客满意度型，建立一个新的指标体系来测评顾客满意度，具有重大 的理论意义和现实价值。 通过分析经典的顾客满意度模型和技术接受模型，阐明这两种模型的的特 点，在此基础上选取了影响网购满意度的五个变量，包括：顾客期望、感知风 险、感知质量、感知有用性以及感知易用性，并构建网购满意度模型以及提出 相应的假设；运用问卷调查获取数据，运用 ANOVA 分析性别和学历等外部变 量对本研究的影响，并用 SEM 方法进行模型拟合优度和路径系数检验以及用 多元回归分析检验感知价值的中介作用。实证结果表明，感知质量是影响顾客 满意度的最大直接因素，并且可通过感知价值的中介作用间接影响顾客满意度， 感知价值、感知有用性以及感知质量均能显著影响顾客满意度，顾客期望对顾 客满意度有显著的负向影响，感知易用性和感知风险对顾客满意度的影响不显 著。此研究结果对电商平台具有建设性的作用。 关键词：网络购物；结构方程模型；技术接受模型；顾客满意度 Abstract With the expansion of online shopping transactions platform, online shopping market potential is gradually being exploited by website operator. The proportion of consumers online shopping turnover accounted for the total retail sales of consumer goods become more higher. Online shopping era is dominated by consumer, if E-commerce wants to achieve the goal of sustainable development, the critical factor is to improve customer satisfaction and attract a large number of users online shopping consumption deeply.Under the environment of online shopping, customers are not only buyers of goods and services, but users of information technology. Online shopping trading system have an effect on online purchasing behavior and attitude of consumers, therefore, we can take theoretical and empirical study on customer satisfaction. By interagting of techno