关于影响顾客网络购物因素的分析-企业管理专业论文.docxVIP

摘要摘 摘要 摘 要 随着电子商务的发展和网络的普及，消费类电子商务蓬勃发展，各种网络 市场和网络商城相继诞生。互联网凭借其强大的互动交流能力和资料有哪些信誉好的足球投注网站能力， 为消费者生活方式和消费行为的改变提供了技术上的支持。而由于互联网环境 存在着高度不确定性，影响消费者网上购物动机的因素与传统购物环境下相比 存在着特殊性。网络购物中的心理障碍成为极为重要的因素。我们对此方面进 行研究的必要性突显出来。 本文从口碑的正负两方面，信任的两个维度即能力信任和善意型信任，以 及感知的网络风险几个方面考量它们对顾客网上购物的购买意愿的影响，以理 性行为理论、计划行为理论以及社会学习理论作为理论基础，并将顾客群体分 为购买者和浏览者两类，分别考察不同因素对其购买意愿的影响程度。 总共搜集有效问卷363份。其中购买者147份，浏览者174份。通过SEM 软件对模型做出分析，得出影响购买者和浏览者网上购物意愿的因素。本研究 不仅具有理论意义，还为如何更好的推广网络购物提供了实际指导。 关键词：网络购物购买者浏览者 口碑信任感知的网络风险 AbstmetABSTRACT Abstmet ABSTRACT With the development of e-commence and the popularity of the internet，and also the boom of consuming e—commence，all kinds of intemet markets and internet shopping malls appears one by one．By the strong ability of interactive communicating and searching information，the interact applies the technical support for the consumer’S change of lifestyle and the consumption habRs．Because of the 址gh uncertainty in the interact environment，the factors which influence consumer’S online purchase intention are different when they are in the intemet environment compare to that are in the common environment．Psychological barrier is the key factor that prevents internet users from online shopping．All of this highlights the necessity for studying this field． This paper examines how the word—of-mouth(both positive and negative sides)， two components of trust(competence and goodwill)，and perceived web risk influence consumes’online purchase intention．We use the TRA，TPB and the social study theory as the theory basic，divide the consumers into two groups：buyers and browsers．and investigate the influence of identified factors on consumer’S online purchase intention for each group respectively． Totally,we get 363 valid questionnaires，1 47 for the buyers and 1 74 for the browsers．The empirical analysis is performed though SEM software，getting the results separately for both the buyers and the browsers．The study provides not only the theoretical implications but also the practical guidelines for how to ad