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论文编号：	5345
作者编号：	2120112375
上传时间：	2013/6/6 17:16:59
中文题目：	C2C电子商务环境下消费者重复购买意向的实证研究
英文题目：	An Empirical Study on the Key Factors Influencing Consume Repurchase Intention of C2C E-commerce
指导老师：	石鉴
中文关键字：	重复购买，消费者信任，消费者满意，C2C电子商务
英文关键字：	Repeat purchase , consumer satisfaction ,consumer trust ,C2C E-commerce
中文摘要：	近年来，随着电子商务的快速发展，对人们的生活产生了重大的影响，人们的购物方式发生了很大的改变，逐渐从传统的购物方式转向在线购物方式，消费者也从初期的尝试性购买转变为习惯性购买。电子商务发展的初期，C2C电子商务获得了很大的发展，但是现在与B2C相对比，发展的很不景气，分析其原因，主要是C2C卖家留不住客户，C2C电子商务中消费者的重复购买率太低。 本文通过文献的归纳与总结，总结了C2C电子商务环境下影响消费者重复购买意向的两个中间变量，包括：消费者信任与消费者满意，以及四个初始变量包括：卖家服务、卖家产品、卖家信誉和网店信息品质，然后根据C2C电子商务的环境，引入了消费者习惯、购买时间间隔和转移成本等变量。最后根据相关文献，建立了各个变量之间的关系，构建了本文的研究模型。其中卖家服务、卖家产品、卖家信誉以及网店信息品质通过消费者信任和消费者满意间接的影响消费者重复购买意向，而消费者习惯、转化成本和消费者购买时间间隔直接影响重复购买意向。然后，通过问卷调查的方式，收集了本文的研究数据，使用SPSS验证了问卷的有效性，使用AMOS软件对模型进行建模，验证了本文的假设。 通过以上的工作，本研究主要获得的结论如下：（1）卖家产品、卖家服务、卖家信誉以及网店信息品质通过消费者满意以及消费者信任间接的影响重复购买意向，但是网站信息品质对消费者满意却没有影响。（2）消费者满意对消费者信任有正向影响的假设得到了验证。（3）消费者习惯、转换成本对重复购买意向有显著的影响，而购买时间间隔对重复购买意向没有影响。
英文摘要：	In recent years, with the rapid development of e-commerce, e-commerce had a major impact is on people's lives. The way people shop has changed a lot, it gradually shift from the traditional shopping to online shopping , and purchasing behavior of consumers has shift from the initial attempt to habitual purchase. The early development of electronic commerce, C2C e-commerce was a big development, but now compared to B2C e-commerce,it’s development has a downturn. The reason is that C2C sellers unable to retain customers and C2C e-commerce consumers repeating purchase rate is too low. By Induction and summary of the literature, the paper summarizes the two intermediate variables affect consumer repeat purchase intention, Including consumer trust and consumer satisfaction , as well as the four initial variables including seller services, the seller, the seller reputation and online shop information quality. Then, according to the C2C e-commerce environment, the paper involved consumer habits, buying time interval, and transfer costs. Finally, in accordance with the relevant literature , the paper established the relationship between the various variables and build the model. Seller service, the selling product, the seller reputation and shop information quality has a indirect impact on consumer repeat purchase intention through consumer trust and consumer satisfaction, but consumer habits, conversion costs and consumers to buy time interval have a direct impact on repeat purchase intention. Then, through questionnaires, the paper collect the data.Then , the paper using SPSS validated the effectiveness of questionnaire ,and using Amos build the model and demonstrated the validity of assumptions. Through the above work, the main conclusion of this study are as follows:1. The seller product, the seller service, the seller reputation and shop information quality has a indirect impact on repeat purchase intention through consumer satisfaction and consumer trust , but Shop information quality has no effect on the quality of consumer satisfaction.2. Consumer satisfaction has a positive influence on consumer trust assumption has been verified.3. Consumer habits, switching costs have a significant impact on repeat purchase intention,but buying interval has no effect on repeat purchase intention.
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