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论文编号：	3166
作者编号：	2120092352
上传时间：	2011/6/3 9:52:16
中文题目：	感知风险与感知价值对年轻消费者网络购物意向的影响研究
英文题目：	A Research of the Way Perceived Risk and Perceived Value Influence Young Consumers’ Purchase Intention in the Process of Online Shopping
指导老师：	李东进
中文关键字：	感知风险:感知价值:购买意向
英文关键字：	Perceived Risk: Perceived Value: Purchase Intention
中文摘要：	随着互联网的普及以及网络安全技术的不断提升，网络购物作为一种新型的购物方式得到了越来越多网民的青睐，而年轻消费者更是网络购物的主体，了解消费者特别是年轻消费者的网络购物行为成为在线商家迫切需要解决的问题。购买意向是决定消费者购买行为的关键因素之一，因此研究年轻消费者的网络购物意向具有重要的理论和现实意义。本文利用实证的方法研究了感知风险与感知价值对年轻消费者网络购物意向的影响。 本文首先对消费者的购买意向、网络购物行为、感知风险以及感知价值进行了相关研究文献的回顾，并根据前人的研究并结合网络购物的特性提出将购买意向分为可能购买、想要购买、推荐购买三个维度，将感知风险分为功能风险、财务风险、隐私风险三个维度，将感知价值分为产品价值、服务价值、购买体验价值三个维度，并据此提出了假设。本文针对提出的各个维度提出了多个问项，并进行了问卷调研。对问卷调研得到的数据进行了描述统计分析、信度和效度检验、因子分析以及回归分析。通过对感知风险与感知价值相关的18个问项进行因子分析得到了六个因子，并将这六个因子作为自变量，将购买意向作为因变量进行了回归分析。因子分析的结果与之前的设计存在一定差异，本文据此对之前设计的维度进行了修正。利用析出的因子进行回归分析之后，验证了文章中提出的各个假设。 本研究的创新之处主要体现在以下两个方面：一是综合考虑感知风险与感知价值对消费者网络购物意向的影响。消除了单独考虑感知风险或者感知价值对消费者网络购物意向影响的不全面性；二是选择年轻消费者作为研究对象。这更切合我国网络购物市场的现状，有效地提高了研究的针对性。 根据研究结果，感知风险对年轻消费者的网络购物意向有负向影响，感知价值对年轻消费者的网络购物意向有正向影响。因此，在线商家应当致力于减小年轻消费者的感知风险、增大年轻消费者的感知价值，从而提高年轻消费者的网络购物意向。
英文摘要：	Online shopping has become more and more popular to Internet users with the popularity of the Internet and the improvement of network security technology. Data shows that young people are the main consumers of online shopping, so it is meaningful to research the young consumers’ buying behavior. Purchase intention is one of key factors in purchase decisions, so it is important to learn the young consumers’ purchase intention in the process of online shopping. This thesis studies the way that perceived risk and perceived value influence the young consumers’ purchase intention in the process of online shopping. Fist, the thesis summarizes previous studies about purchase intention, online shopping, perceived risk and perceived value. In the thesis, purchase intention, perceived risk and perceived value are all divided into three dimensions. Specifically, the perceived risk includes functional or performance risk, financial risk and privacy risk. The perceived value includes product value, service value and experience value. Second, two hypothesizes and six sub- hypothesizes are put forward according to the literature review. The two hypothesizes focus on the way perceived risk and perceived value influence young consumers’ purchase intention in the process of online shopping, the six sub- hypothesizes focus the way each dimension influence the purchase intention in the process of online shopping. Third, a questionnaire is designed on the basis of the above summary. At last, the data obtained through questionnaires are analyzed in the empirical method. Reliability and validity analysis, factor analysis and regression analysis are all used in this thesis. Through data analysis, the hypothesizes are all verified in this thesis. There are two main innovations in this thesis. First, the thesis considers both the perceived risk and the perceived value. Most previous studies considered the way that either perceived risk or perceived value influence consumers’ purchase intention in the process of online shopping. Apparently, it is more comprehensive to take both perceived risk and perceived value into account. Second, the thesis chooses the young consumers as the object of the thesis because young people are the main consumers of online shopping. The thesis is on the basis of the current development of online shopping. According to the results of this thesis, perceived risk has a negative impact on purchase intention when young consumers carry out online shopping. However, perceived value has a positive impact on purchase intention when young consumers carry out online shopping. As a consequence, it is crucial for online business to reduce the young consumers’ perceived risk and increase the young consumers’ perceived value. On the basis of this, the thesis provides advices for online business to increase young consumers’ purchase intention.
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