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论文编号：	3175
作者编号：	2120092827
上传时间：	2011/6/3 11:51:33
中文题目：	网络消费信息行为链构建研究
英文题目：	Information Behavior Chain of Internet Consumption
指导老师：	李颖
中文关键字：	网络消费行为;信息行为;网络消费信息行为链
英文关键字：	Internet Consume Behavior; Information Behavior; Information Behavior Chain of Internet Consumption
中文摘要：	随着网络支付环境的不断改善和市场主体购买力的不断增强，网络购物方便、快捷的优势逐渐被放大。目前我国网络购物市场活力无限，未来市场的增长潜力更加巨大。这势必会吸引更多的网络商家参与竞争使得网购市场的竞争环境趋于白热化，以至于如何改进网络商家的营销策略、增强网络商家的竞争优势以及如何使消费者的网络消费过程更加安全有效引起了网络商家和研究学者的广泛关注，消费者网络消费行为模式及影响因素的研究层出不穷。 网络购物是消费者与购物网站各类信息互动的过程，很多信息因素直接关系着消费者网络消费交易的成败。研究影响消费者网络购买决策的信息因素对于改进网络商家的营销策略，提高消费者网购成功率来说意义重大。这就涉及到网络消费者信息行为的研究，目前仅有少数研究学者介入。所以研究网络购物过程中消费者的信息行为特别是影响消费者网络购买决策的信息因素具有一定的理论意义和现实价值。 本研究是以消费者网络购物过程中的信息行为为研究核心，重点探讨影响消费者网络购买决策的信息因素，构建一条消费者网络消费信息行为链。 论文首先比较了网络消费行为模式和人类信息行为模式的核心环节，将两种模式的相似环节融合成网络消费信息行为模式，该模式的核心环节包括信息初步筛选环节、信息浏览比较环节及网络信息互动环节。其次归纳消费者在网络购物过程中可能关注的四类信息，即商品信息、商家信息、消费者信息及第三方认证信息。将这四类信息及以往学者归纳的影响消费者网络消费行为的因素共同整合到网络消费信息行为模式中，形成网络消费信息行为链。 基于淘宝网在购物网站中绝对的市场占有率以及大学生是淘宝网的绝对核心用户，本研究运用半结构化访谈和问卷调查的研究方法对天津市主要高校的220名大学生淘宝网用户在淘宝网购买商品过程中的信息行为，特别是影响他们购买决策的信息因素进行了调查。随后运用SPSS分析软件对信息初步筛选环节、信息浏览比较环节及网络信息互动环节中消费者关注的信息及影响他们购买决策的信息因素进行分析，并对影响消费者网络购买决策的信息因素在消费者性别和网购经验上的差异进行检验。 最后本研究得出结论：信息初步筛选环节影响消费者网络购买决策的核心信息包括商品款式风格、商品价格和店铺好评率；信息浏览比较环节影响消费者网络购买决策的核心信息包括商品评价、商品款式风格、商品图片、商品价格、商品尺寸和店铺好评率；网络信息互动环节影响消费者网络购买决策的核心信息包括商品存货（包括下架和断货）、商品质量、商家服务态度及是否在线。此外，这些影响消费者网络购买决策的信息因素在消费者性别和网购经验上均不存在显著差异。最后，将这些信息因素整合到网络消费信息行为模式中，形成一条完整的网络消费信息行为链。 本研究的创新之处在于：（1）构建了一条消费者网络消费信息行为链。（2）探讨了网络购物过程中影响消费者购买决策的信息因素。此外本研究为消费者顺利进行网络购物提供了参考，同时也为网络商家制定营销策略提供了依据，还为网络消费行为和人类信息行为的研究学者提供了新的思路，具备一定的理论意义和现实价值。
英文摘要：	With the improvement of online payment environment and growing purchasing power of market players, the advantage of online shopping attracts more and more people to join online consumption. Present our country’s online shopping market is huge, and the growth potential of future market will be even greater. This is bound to attract more businesses to join this market, so how to improve the marketing strategy of online merchants and how to make consumers’ process of online shopping more secure and effective causes the widespread attention of online merchants and scholars, there is more and more researches on the mode and factors of internet consumption behavior. 　　Online shopping is the interactive process between consumers and all kinds of information in shopping site, some of which directly affects the transactions of online shopping. Finding the information which affects the online purchasing decisions of consumers will improve the marketing strategy of online merchants and the success rate of online shopping. This involves the information behavior of online consumer, and at present only a small number of researchers involve this field. Therefore, researching the consumers’ information behavior in the process of online shopping, particularly the information which affects the consumers’ online purchasing decisions has some theoretical and practical value. 　　This study focuses the consumers’ information behavior in their process of online consumption, particularly the information which affects their online purchasing decisions, and builds information behavior chain of internet consumption at last. 　　Firstly, this study compared the core elements between the mode of internet consumption behavior and the mode of information behavior, then integrated this two modes into the mode of internet consumption information behavior, the core aspects of which include the section of initial screening information, the section of browsing and comparing information and the section of the interaction with information on the internet. Secondly, summarized the four categories of information which consumers may concern in their process of online consumption, and the four categories of information include product information, business information, consumers’ information and third-part authentication information. Lastly, this study integrated these four categories of information and other factors which influence the consumers’ online shopping behavior involved in the past research into the mode of internet consumption information behavior to form the information behavior chain of internet consumption. 　　Based on the absolute market share of TaoBao shopping site and college students are the absolute core users, This study used semi-structured interview and questionnaire to survey the information behavior in the process of online shopping of 220 college students who are also TaoBao users in the major universities in Tianjin, particularly the information which influences their online purchasing decisions. Subsequently used SPSS software to analysis the information which consumers concern and the information which influences their online purchasing decisions in the section of initial screening information, the section of browsing and comparing information and the section of the interaction with information on the internet, and examined the differences on the information which influences the consumers’ online purchasing decisions in gender and online shopping experience. 　　Finally, the study concluded: the information which influences the consumers’ online purchasing decisions in the section of initial screening information includes product style, product price and favorable rate of online shop; the information which influences the consumers’ online purchasing decisions in the section of browsing and comparing information includes product evaluation, product style, product images, product price, product size and favorable rate of online shop; the information which influences the consumers’ online purchasing decisions in the section of the interaction with information on the internet includes merchandise inventory (including the shelves and out of stock), product quality, business attitude and whether online. In addition, there are no differences on the information which influences the consumers’ online purchasing decisions in gender and online shopping experience. Lastly, this study integrated this information into the mode of internet consumption information behavior to form the information behavior chain of internet consumption. 　　The innovation of this study is building the information behavior chain of internet consumption and investigating the information which influences the consumers’ online purchasing decisions. In addition, this study has some theoretical and practical value, for this study providing a reference for making consumers’ online shopping more effective, providing a basis for online merchants to make marketing strategy and providing a new way of thinking for the scholars of internet consume behavior and information behavior.
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