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论文编号：	1521
作者编号：	031798
上传时间：	2010/5/24 10:35:56
中文题目：	家中购物及其影响因素的实证研究
英文题目：	In Home Shopping perceived risk perceived quality
指导老师：	李东进
中文关键字：	家中购物 感知风险 感知质量 购买意图
英文关键字：	In Home Shopping perceived risk perceived quality
中文摘要：	家中购物形式是一种为了在家中（in home）产生可度量的反应和（或）达成交易而使用的一种或者多种广告媒介的互相作用的市场营销体系。这种营销体系要求营销人员必须了解每位顾客的偏好和习惯，强调与顾客之间的良好关系。 1983年Leonard Berry将关系营销引入到营销理论，关系营销认为：营销的重心是创造（而不是分销）价值，是支持价值生成的过程，而不是简单地对现有的价值进行分销。网络营销是在网络技术和信息技术的基础上发展起来的，这种形式简洁又直观，菲利普•科特勒认为网络营销是未来的营销趋势，是21世纪的营销。90年代，随着消费者个性化日益突出，加之媒体分化，信息过载，整合营销理论日益表现出适应市场环境的可操作性。整合营销的核心是使消费者萌生信任，并且长久地维系这种信任。针对“强势营销”提出了软营销理论，这种理论认为，企业在实施市场营销活动中，必须尊重消费者的感受和体验，让消费者能舒适、自愿地接受企业的营销活动。家中购物形式正是在这些营销理论的基础上发展起来的，也是对这些理论的精髓。 本研究在回顾家中购物研究成果的基础上，主要考察消费者对家中购物知识程度、消费者信任、信息量、感知风险、感知质量，并将这五个因素作为家中购物购买意向的直接、间接影响因素，以相关理论为背景，设立研究假设，提出研究模型。 本研究以南开大学、天津大学、天津商学院三所大学的在校本科生、硕士生、博士生为调研对象，以问卷调查形式收集数据。使用SPSS11.5和LISREL7.8软件对数据进行分析。SPSS11.5主要用于因子分析、可靠性分析等，LISREL7.8用于确认因子分析和路径分析，检验模型的拟合度，估计路径系数。 通过数据分析得出以下结论：消费者对家中购物的感知风险与其购买意向之间存在显著负相关关系；消费者对家中购物的感知质量与其购买意向之间存在显著正相关关系；消费者知识程度与其购买意向之间存在显著正相关关系；消费者对家中购物供应商的信任与其感知风险之间存在显著的负相关关系；消费者对家中购物供应商的信任与其感知质量之间存在显著的正相关关系；家中购物媒介的信息量与消费者对家中购物形式的感知风险之间存在显著的负相关关系；家中购物媒介的信息量与消费者对家中购物形式的感知质量之间存在显著的正相关关系。 本研究实证分析结果给企业提出了三个方面的建议：首先可以通过开设体验性店铺、增加供应商的信任、适度增加媒体信息量三种途径来减少感知风险，从而增加消费者家中购物购买意向；其次，通过减少过渡承诺、增加信息传播途径来增加感知质量，进而增加消费者家中购物购买意向；最后，建议可以通过开设如何使用新奇产品、高科技产品的培训班以及针对专家型消费者进行营销的形式来增加消费者的知识程度，从而增加消费者家中购物购买意向。
英文摘要：	Today, quality of itself may no longer differentiate alternative suppliers, but customers are becoming more demanding. CEO’s realize that customers are too important to be "left" to one or two directors and their divisions. They are requiring everyone to focus upon the requirements of customers. To help achieve this, they are seeking ways of linking remuneration and performance assessment to customer satisfaction. Increasingly customers assume reliability and performance. Home shopping is one of the important ways for them. In these markets in which more needs may be met, and consumers get more satisfaction The home shopping channel--composed of catalogs, phone retailing，on-line retailing and TV home shopping--grew nominal sales 5.8% in 2004, a solid, but unspectacular, performance given the channel's past robust growth. E-commerce continued to be the sales driver, growing 26.3% in 2003 in nominal terms. A main reason channel growth has been hampered is that e-commerce growth is coming at the expense of the other three segments, particularly catalogs. Catalogs, phone and TV home shopping are further along in the retail life cycle and do not generate the sales growth they once did. As a result, these channels are in transition as they shift sales toward on-line sites. Further restraining nominal channel growth is persistent deflationary pressure in the apparel, electronics and computer categories. No relief is in sight as channel prices are forecast to drop almost 9% per year through 2008. Multichannel integration continues to be a focus and will be a key factor driving growth going forward. Shoppers are increasingly likely to shop across multiple channels, and retailers are striving to make sure the shopping experience is consistent and easy across all of them. Now customers who missed all or portions of the TV presentations can view products on the Web sites and place orders. While currently mature, the TV home-shopping channel may be well-positioned for future growth as the television battles the personal computer to be the cornerstone of home entertainment. New technologies will make it far easier to make purchases while watching television. This study found out several sequences, such as in home-shopping the more perceived risk, the less purchase intention; the more perceived quality, the more purchase intention; the more knowledge that consumer has, the less perceived risk; the more trust consumer has, the more perceived quality; the more trust consumer has, the less perceived risk; the more information, the more perceived risk; the more information, the more perceived quality.
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