网络购物论文：网络购物 信息不对称 感知风险 网络购买意愿

网络购物论文：网络购物 信息不对称 感知风险 网络购买意愿 网络购物论文:网络购物 信息不对称 感知风险 网络购买意愿 【中文摘要】计算机与网络是继造纸术和印刷术发明以来,人类关于信息存储与传播的又一个伟大创造。互联网给人们提供了一个能够相互交流、相互沟通、相互参与的互动平台。它不仅给人们提供了大量而丰富的信息和多种多样的娱乐方式,更重要的是它给人们带来了一种全新的购物方式——网络购物。互联网使得消费者可以不受空间和时间的限制,足不出户就可以买到自己满意的商品,越来越多的中国网民渐渐习惯于价格透明和操作方便的网络购物。尽管网上购物有很多显而易见的优势,但经调查研究发现许多消费者只是利用互联网进行商品信息的搜集,而不是在网上进行商品的购买。这是因为与传统购物方式相比,网络购物环境发生了根本的变化。网络本身的虚拟性,网络交易主体和交易对象的不可感知性,以及交易过程的不同步性都加深了消费者在网络购物过程中的风险感知度,并进一步影响了消费者最终的网络购买意愿和行动。所以,我们有必要深入调查研究,找到问题的症结所在,如果能够将那些对网络购物感兴趣、经常浏览购物网站的人群转化为热衷进行网络购买的消费者,并促使现有的网络购买者将其网络购买行为进一步深化,中国的电子商务必将迎来巨大的发展。本文从分析网络购物情境中的信息不对称问题入手,主要研究和探讨消费者在网络购物过程中所感受到的信息不对称程度对其网络购物感知风险严重性的影响,以及消费者网络购物感知风险对其购买意愿的影响,并做了大量的调查问卷,用所得的数据对假设 进行验证。最终通过实证检验的假设有:卖方信息披露程度与网络购 物各维度感知风险之间存在负相关关系;买方信息评估能力与网络购 物各维度感知风险之间存在负相关关系;对卖方和物流的信任度与网 络购物各维度感知风险之间存在负相关关系;消费者对网上购物各维 度风险的感知对其其网络购买意愿有负面影响。网络交易的特点决定 了买方处于交易中的主动地位,网民对网上交易的不信任和感知到的 风险程度,直接影响着最终的消费决策,因此研究信息不对称问题对 消费者购买过程中感知风险的影响,以及进而如何影响到消费者的最 终购买决策,具有重要的理论和现实意义。通过本文的研究,可以使我 们更清晰的理解网络消费者的行为,并由此提出相关策略和建议,减 轻和消除消费者的感知风险,从而推动网络购物的发展。 【英文摘要】Computer and Internet are another creations about information storage and dissemination since the invention of paper-making and printing. Internet provides people with an interactive platform to communicate and participate with each other. Not only does it provide people with amount of information and variety of entertainment, but also gives people a new way to shop-online shopping. Internet allows consumers to buy their satisfied goods never leaving home, free of the limits of time and space. More and more Chinese Internet users are accustomed to shopping online because of the transparent price and convenient purchase manner. Although online shopping has many obvious benefits, but some studies show that most of the time consumers are just searching on the Internet for more information, not for online purchase. The reason for this phenomenon is that online shopping environment has fundamentally changed compared with traditional shopping. The virtual network, imperceptible transaction subjects, as well as non-synchronous transaction process have increased consumers’risk perception in the process of online shopping and thereby affected the consumers’purchase decisions and actions. Therefore, it is necessary to carry out in-depth investigation and study so as to find the essence of the problem. If those who are interested in online shopping and frequently surfing online shopping websites are transformed into loyal user groups, there will be a great potential development for E-commerce in China along with the online shopping behavior further deepened.Based on the analysis of asymmetric information problems in online shopping, we place emphasis on studying the influence on the seriousness of consumers’risk perception by the asymmetric information. Besides, we have explored the impact on consumers’purchase intention from their risk perception. In order to finish this paper, a large number of questionnaires are collected to verify some hypotheses. Finally there are several hypotheses passed the empirical tests. We lead to the conclusion that the seller disclosure degree about information, the buyer evaluation ability about information, the degree of trust in the seller and logistics all negatively correlate with the perceived risk from dimensions of online shopping. In addition, the degree of consumers’risk perception about dimensions of online shopping has inverse correlation with their purchase intention.The characteristics of network transactions put the buyer at such active place that their distrust and perceived risk directly affect their final decisions. Based on this situation, study on the perceived risk due to the information asymmetry in consumers’ purchasing process and the relation with their eventual purchase decision seems to have very important theoretical and practical significance. The research in this paper can make us more clearly understand network consumers’ behavior so that we can formulate relevant strategies to eliminate their risk perception. Finally in this way we can promote the development of online shopping. 【关键词】网络购物 信息不对称 感知风险 网络购买意愿 【英文关键词】Online shopping Information asymmetry Risk perception Purchase intention 【目录】信息不对称条件下消费者网络购物的感知风险实证研究 摘要 8-10 ABSTRACT 10-11 1. 绪论 12-18 1.1 研究背景与意义 12-15 1.1.1 研究背景 12-14 1.1.2 研究意义 14-15 1.2 研究内容与框架 15-16 1.3 研究方法与研究技术路线 16-17 1.4 研究的创新点 17-18 2. 相关文献综述 18-36 2.1. 网络购物相关研究 18-20 2.1.1 网络购物的定义 18 2.1.2 网络购物的特点 18-20 2.2 信息不对称问题概述 20-27 2.2.1 网络购物中信息不对称问题的产生原因 20-22 2.2.2 网络购物中信息不对称问题的类型 22-27 2.3 感知风险相关研究 27-35 2.3.1 感知风险的内涵 27-28 2.3.2 感知风险的维度 28-30 2.3.3 感知风险的测量 30-31 2.3.4 感知风险的影响因素 31-33 2.3.5 感知风险对消费者购买决策的影响 33-35 2.4 文献评述及小结 35-36 3. 研究假设和问卷设计 36-48 3.1 网络购物信息不对称和感知风险的关系分析 36-37 3.1.1 网络购物中信息不对称状况概述 36-37 3.1.2 网络购物信息不对称对感知风险的影响 37 3.2 研究假设 37-40 3.2.1 逆向选择对网络感知风险影响的研究假设 38-39 3.2.2 道德风险对网络感知风险影响的研究假设 39 3.2.3 感知风险对网络购买意愿影响的研究假设 39-40 3.3 概念模型 40-41 3.4 变量的操作性定 义与衡量 41-46 3.4.1 信息不对称的衡量 41-43 3.4.2 网络购物感知风险的衡量 43-46 3.4.3 网络购买意愿的衡量 46 3.5 问卷预测试 46-48 4. 实证结果分析 48-73 4.1 样本基本资料分析 48-49 4.2 信度和效度分析 49-55 4.2.1 信度检验 49-50 4.2.2 效度检验 50-55 4.3 相关分析 55-57 4.4 回归分析 57-69 4.4.1 信息不对称与感知风险的回归分析 57-67 4.4.2 感知风险与购买意愿的回归分析 67-69 4.5 假设检验与模型修正 69-73 4.5.1 实证结果总结 69-70 4.5.2 实证结果分析 70-72 4.5.3 模型修正 72-73 5. 结论和展望 73-77 5.1 研究结论总结 73 5.2 对策与建议 73-76 5.2.1 改善网络购物中的信息不对称状况 74-75 5.2.2 降低网络购物中的感知风险 75-76 5.3 研究不足与展望 76-77 参考文献 77-82 附录 82-85 致谢 85-86 学位论文评阅及答辩情况表 86 【采买全文】 1.3.9.9.38.8.4.8 1.3.8.1.13.7.2.1 同时提供论文写作一对一辅导和论文发表服务.保过包发 【说明】本文仅为中国学术文献总库合作提供，无涉版权。作者如有异议请与总库或学校联系。