大学生消费者B2C网络购物意愿的部分影响因素及其交互作用研究

上海交通大学硕士学位论文大学生消费者B2C网络购物意愿的部分影响因素及其交互作用研究姓名：肖翠金申请学位级别：硕士专业：企业管理指导教师：伍青生20070501IB2CB2CB2BB2BB2CC2CCNNIC2007119,1.450%1835B2CB2CB2BB2C,B2CIIB2CB2CSPSSEviewsIIISPSSEviewsB2CB2CB2C,IV(VIP)VIPAbstractVRESEARCHONFACTORSANDTHEIREFFECTONYONGSTERBEHAVIORINTENTIONONONLINESHOPPINGABSTRACTInthelastfiveyears,theE-commercehasflourishedinChinalikeasproutbackfromthehibernation.AccordingtothestatisticsofShanghaiE-commerceassociation,theturnoverinthisindustryhavereachedRMB200billionannuallyfromRMB25.3billionannuallyinthefiveyearsago.Comparedtheprosperityinthisindustryinthelasttime,thee-commercehavestayveryclosedwiththetraditionalbusiness,andhavecultivatedanumberofbusinessempires,whichinturnchangethelogisticandvaluechainsystembywhichpeopledobusiness.AccordingtothepaperonB2CindustryinChina,issuedbyCNNICJan.2007,morethan80percentofpeopleusinginternetasaplatformdoingshoppingareundertheageof35.bystudyingthebehaviorofthispartofcustom,wecangetadeepunderstandingofB2CinChinatoday,andthrowanlightontheB2Ctomorrow.ConsideringtheindividualityofOnlineshoppingindustryinChina,bothexistingcustomersandpotentialonesareinvolvedinourresearch.ThethesisstudiesalargenumberofdomesticandoverseasresearchAbstractVIpapers;useselementanalysis’methodandresearchprocedure;select14elementsthathaveimportantinfluenceonthecustomerintentionfromsuchthreeperspectivesasattitudeaboutwholeindustry,consumersindividualities,andwebdesignelements.Thethesisalsoproposestheresearchhypothesisabout14elementsaccordingtodomesticandoverseasresearchresults;andforecasts5interactingeffectsamongthoseelementsaccordingtotheprobableinteractingeffectsthatexistamongelements.Throughintegrating14researchhypothesisandinteractingeffect,thethesisestablishesacomprehensivemodelconsistingof14elementsthathaveinfluenceontheonlineshoppingintention;testandrevisethemodelinanempiricalway.Especially,basedonthespecialtyofyoungster,whohasahighcompatibilitywithinternet,wedividedtheexistingcustomsandpotentialcustomsintotwogroups:theexperiencedandinexperiencedbuyers.Andassumedthesetwogroupsmyhavedifferentbuyingintentioninfluencingelementsordifferentwaytheseelementsworktobuyingintentiondirectlyandwitheachother.Further,weputforwardahypothesisthattheformerwhohavemoreplentifulexperiencesandlikelytomakecommentsaboutonlineshopping,maygreatlyinfluencedtheonlineshoppingintentionofthelatter,whomaypreferacceptingtheelectronicbibleononlineshoppingfromchattingroom,bulletinboards,etc.Later,weusedtimeseriesanalysistoprovethesehypotheses.AbstractVIIThethesisfocusedonthecampusonlineshops,andtakecurrentstudentsincolleges,universitiesandgraduatedschoolsandfreshgraduatedstudents,whomaymissthedaysinthecampusandprefertodoshoppingincampsonlineshops.Withthesupportsoftwostatisticsoftwares:SPSSandEviews,weusefactoranalysis,onesampleTtest,onewayANOVA,univariate,Linearregression,curveestimation,biriviateanalysis,autocorrelation,cross-correlationanalysis,grandercausalitytesttoproveand/orreviseourtentativemodelandassumptions.Chapteroneisthebackgroundandthemainpurposeofthisresearch.Thischapteralsodescribesthestructureofthethesis.ChaptertwoisliteraturereviewandfocusontheconceptofonlineshoppingintentionandmodelsofTAM,IDC,BRM,andpointsouttheresearchtheme.Chapterthreepresentsfourteenhypothesesoffactorsandfiveinteractionsbetweenfactorsassociatedwithonlineshoppingintention.Intheendofthischaptertheauthorfindsacomprehensiveimpactmodelofonlineshoppingintention.Chapterfourbrieflyintroducedthemathematicalprinciplesofinstrumentsandmeasuresbywhichweanalyzedtheinfluenceelementsononlineshopping.Chapterfiveclarifiestheframework,studydesignandanalysisstepsbasedonchapterthree.Andchosethecampusonlineshopspopularinthebigcities,especiallyshanghaiastheempiricalresearchobjectandgivestheresultsofhypothesistest.ChaptersixhighlightsomeconclusionsinthechapterAbstractVIIIfiveandcomeupwithanothertwohypotheses,later,thoughautocorrelation,cross-correlationanalysis,grandercausalitytest,wesuccessfullyprovetheassumptions.Chaptersevensummarizestheconclusionsofthisstudy,pointsoutthesignificanceofthispaperinboththeoryandpractice.Thepaperalsopointsoutanumberofinnovations,thelackofthisstudyandgivessomedirectionsforfutureresearch.KEYWORDS:onlineshopping,collegestudentcoustomer,intention,influencingfactors20079282007928200792811.1253200012%B2C20075A1A14S4S20071192006137005940200523.4%20.0%4,109,020CN1,803,39364.4%843,00044.7122,306GB256,696MIPv498,015,74423.6%1999B2BB2BB2B80%90%92%5252007B2B2006B2B2005B2BB2CB2B2B2BB2CC2CB2CB2BB2BB2CC2CCNNIC2007119,1.450%18~35B2CB2CB2B,1.2(DecisionProcess)31.3B2CB2CSPSSEviews1.41(ElsevierScienceDirectonsite,4ProquestAcademicResearchLibrary,EBSCOhostWeb)()(2)(3)700(4)1.551.6B2C/1.111.1253200012%B2C20075A1A14S4S20071192006137005940200523.4%20.0%4,109,020CN1,803,39364.4%843,00044.7122,306GB256,696MIPv498,015,74423.6%1999B2BB2BB2B80%90%92%5252007B2B2006B2B2005B2BB2CB2B2B2BB2CC2CB2CB2BB2BB2CC2CCNNIC2007119,1.450%18~35B2CB2CB2B,1.2(DecisionProcess)31.3B2CB2CSPSSEviews1.41(ElsevierScienceDirectonsite,4ProquestAcademicResea