网络消费者感知价值对购买意愿影响的研究
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摘要
随着科技的发展，社会的进步，近年来营销领域出现了许多新型商业模式，其中以电子商务模式为最，电商企业较传统的实体企业相比为消费者提供更为优质、便捷的服务。从消费者角度审视，消费者在购买商品时关注的不仅仅是低价，更看重商品的价值。
本文以感知价值为切入点，结合我国网络购物的实际情况，研究影响我国网络消费者感知价值及购买意愿的因素有哪些？影响程度如何？感知价值对购买意愿是否有一定影响？影响程度如何？在线口碑在其中所起到怎样的作用？本文针对上述所提出的问题，在借鉴国内外学者相关研究成果的基础上，进行大量的访谈，最终确定以感知产品质量、感知网站服务质量、购买成本以及感知风险四个因素作为网络消费者感知价值的前因变量，以在线口碑作为调节变量，构建了一个网络消费者感知价值对购买意愿影响的理论模型，并通过对网购服装鞋帽类产品的消费者进行问卷调查，对回收问卷进行统计分析、因子分析、相关分析以及回归分析，并对所提出的假设进行检验。结果显示，感知产品质量、感知网站服务质量对网络消费者感知价值及购买意愿有显著正向影响，感知风险对感知价值及购买意愿的影响是负向的,购买成本对消费者感知价值有正向影响，对购买意愿的影响不显著。感知价值（功能价值、情感价值和社会价值）对购买意愿的有显著正向影响，在线口碑在感知价值与购买意愿之间起到调节作用。以此结论为依据提出了提高消费者网上感知价值与购买意愿的策略和办法，为促进我国网上零售业的快速发展提供理论指导。
本文的章节结构安排如下：
第一章为绪论。首先阐述问题的提出以及研究意义，之后对相关概念进行界定，提出研究框架与主要内容，最后阐述采用的研究方法以及论文的创新之处。
第二章为文献综述。总结国内外学者在消费者网络购物影响因素、消费者感知价值、在线口碑以及消费者网络购买意愿方面的研究成果，进而提出本文探索的方向：以在线口碑为调节变量，研究感知价值及其前因对网络消费者购买意愿的影响。
第三章为模型构建与研究假设。首先结合本研究的主题，对相关理论进行梳理，包括交易成本理论、顾客价值理论、理性行为理论、计划行为理论、传播过程理论以及认知失调理论，阐述其对本论文主题的基础性作用。之后本文结合国内外学者的相关研究，将感知产品质量、感知网站服务质量、购买成本和感知风险作为消费者感知价值前因，构建以在线口碑为调节变量的消费者感知价值对网络购买意愿影响的理论模型。最后对模型中各变量之间的相互关系进行分析，并提出本文的研究假设。
第四章为研究设计。首先针对模型中的变量设计相关量表，之后进行问卷设计，再后通过小样本预调查检验问卷的信度和效度，进行问卷预试，删除不合理的问项，对初始问卷的题项进行净化，形成最终问卷，最后进行问卷的发放，收集数据并对数据进行整理。
第五章为实证分析。首先对收集来的数据进行描述性统计分析，之后对问卷进行信度、效度分析，其中包括探索性因子分析和运用结构方程进行验证性因子分析，对模型进行检验。最后进行相关分析和回归分析，对论文提出的假设进行检验。
第六章为结论与展望。本章在理论和实证分析结果的基础上，归纳整合出全文的研究结论，并提出对电商企业有一定指导意义的管理建议，同时指出本研究的局限性以及未来研究方向。
With the development of science and technology, social progress, there have beenmany new business models in marketing field recent years, the electronic commercemode is known widely. Compared with the traditional entity enterprises, the electronicbusiness enterprises provide consumers with more quality, convenient service. From theconsumer point of view, they purchase goods not only focus on price, but also on valueof commodity value.
This study based on the online consumers’ perceived value of this research topic,combined with the actual situation of China’s online shopping, which factors areaffecting our online consumers’ perceived value and purchase intention? And how muchis the impact? Whether does the perceived value impact on the purchase intention? Andhow much is the impact? Which role does the online word-of-mouth act in the situation?In response to these issues, this study attempts to explore the perceived product quality,service quality, perceived website purchase cost and perceived risk of four major factorsas antecedent variables which impact on consumers’ perceived value, building atheoretical model of the online consumers’ perceived value and its antecedent variablesinfluencing purchase intention. We issued questionnaires to consumers who had boughtclothing and footwear products online and did statistical analysis, factor analysis,correlation analysis, and regression analysis, and testing hypotheses of the questionnaire.The results show that perceived product quality, perceived website quality of servicehave significant positive effects on perceived value and purchase intention of onlineconsumers. Perceived risk has significant negative effects on perceived value andpurchase intention. The purchase cost of online consumers has significant positive effectson perceived value and influences purchase intention which is not significant. Perceivedvalue (functional value, emotional value and social value) of the purchase have asignificant positive impact on purchase intentions. Online word-of-mouth plays aregulatory role between perceived value and purchase intentions. This conclusion isbased on the strategy and way to enhance consumers’ online perceived value andpurchase intention to provide theoretical guidance to promote the rapid development of China’s online retailers.
This study’s chapter structure is organized as follows:
The first chapter is the introduction. We proposed the issues as well as researchsignificance, put forward the research framework and main content of the study, and thendefinited relevant concepts, and finally elaborated approaches as well as innovationpoints of the study.
The second chapter is the literature review. Summarized the literatures of domesticand foreign scholars’ research on the consumer network shopping influencing factors,consumers’ perceived value，online word-of-mouth as well as consumers purchasewillingness of network, then put forward in this article to explore the direction:perceivedvalue and its antecedent variables influencing network purchase intention.
The third chapter is building model and proposing research hypotheses. Inconjunction with the theme of the study, we sort out the relevant theories, includingtransaction costs theory, customers’ value theory, reasoned behavior theory, plannedbehavior theory, propagation theory as well as cognitive dissonance theory, elaborated onthe theme of the thesis the basic role. The second based on the research of domestic andforeign scholars, perceived product quality, we regarded perceived website servicequality, purchase cost and perceived risk as antecedent variables of perceived value,online word-of-mouth as regulatory variable, building a theoretical model of perceivedvalue and its antecedent variables influencing network purchase intention. Andanalysesed the interaction among all variables in the model, then proposed researchhypotheses.
The fourth chapter is research design. At first designed the variables scale in themodel. Then designed the questionnaire and tested the reliability and validity of thequestionnaire by small sample pre-survey, conducted a questionnaire pre-test. Deletedunreasonable items and formed the final questionnaire. At last issued questionnaires andcollected data.
The fifth chapter is empirical analysis. At first we made descriptive statisticalanalysis of the collected data, then made reliability and validity analysis of questionnaire,including using structural equation for confirmatory factor analysis and testing the model. At last we made regression analysis and tested the assumptions of the paper.
The fifth chapter is conclusion and outlook. We summarized the results on thetheoretical and empirical analysis of the paper, integrated the conclusions of the full text,and made management recommendations, pointed out the limitations of the study andfuture research directions.
本文以感知价值为切入点，结合我国网络购物的实际情况，研究影响我国网络消费者感知价值及购买意愿的因素有哪些？影响程度如何？感知价值对购买意愿是否有一定影响？影响程度如何？在线口碑在其中所起到怎样的作用？本文针对上述所提出的问题，在借鉴国内外学者相关研究成果的基础上，进行大量的访谈，最终确定以感知产品质量、感知网站服务质量、购买成本以及感知风险四个因素作为网络消费者感知价值的前因变量，以在线口碑作为调节变量，构建了一个网络消费者感知价值对购买意愿影响的理论模型，并通过对网购服装鞋帽类产品的消费者进行问卷调查，对回收问卷进行统计分析、因子分析、相关分析以及回归分析，并对所提出的假设进行检验。结果显示，感知产品质量、感知网站服务质量对网络消费者感知价值及购买意愿有显著正向影响，感知风险对感知价值及购买意愿的影响是负向的,购买成本对消费者感知价值有正向影响，对购买意愿的影响不显著。感知价值（功能价值、情感价值和社会价值）对购买意愿的有显著正向影响，在线口碑在感知价值与购买意愿之间起到调节作用。以此结论为依据提出了提高消费者网上感知价值与购买意愿的策略和办法，为促进我国网上零售业的快速发展提供理论指导。
本文的章节结构安排如下：
第一章为绪论。首先阐述问题的提出以及研究意义，之后对相关概念进行界定，提出研究框架与主要内容，最后阐述采用的研究方法以及论文的创新之处。
第二章为文献综述。总结国内外学者在消费者网络购物影响因素、消费者感知价值、在线口碑以及消费者网络购买意愿方面的研究成果，进而提出本文探索的方向：以在线口碑为调节变量，研究感知价值及其前因对网络消费者购买意愿的影响。
第三章为模型构建与研究假设。首先结合本研究的主题，对相关理论进行梳理，包括交易成本理论、顾客价值理论、理性行为理论、计划行为理论、传播过程理论以及认知失调理论，阐述其对本论文主题的基础性作用。之后本文结合国内外学者的相关研究，将感知产品质量、感知网站服务质量、购买成本和感知风险作为消费者感知价值前因，构建以在线口碑为调节变量的消费者感知价值对网络购买意愿影响的理论模型。最后对模型中各变量之间的相互关系进行分析，并提出本文的研究假设。
第四章为研究设计。首先针对模型中的变量设计相关量表，之后进行问卷设计，再后通过小样本预调查检验问卷的信度和效度，进行问卷预试，删除不合理的问项，对初始问卷的题项进行净化，形成最终问卷，最后进行问卷的发放，收集数据并对数据进行整理。
第五章为实证分析。首先对收集来的数据进行描述性统计分析，之后对问卷进行信度、效度分析，其中包括探索性因子分析和运用结构方程进行验证性因子分析，对模型进行检验。最后进行相关分析和回归分析，对论文提出的假设进行检验。
第六章为结论与展望。本章在理论和实证分析结果的基础上，归纳整合出全文的研究结论，并提出对电商企业有一定指导意义的管理建议，同时指出本研究的局限性以及未来研究方向。
With the development of science and technology, social progress, there have beenmany new business models in marketing field recent years, the electronic commercemode is known widely. Compared with the traditional entity enterprises, the electronicbusiness enterprises provide consumers with more quality, convenient service. From theconsumer point of view, they purchase goods not only focus on price, but also on valueof commodity value.
This study based on the online consumers’ perceived value of this research topic,combined with the actual situation of China’s online shopping, which factors areaffecting our online consumers’ perceived value and purchase intention? And how muchis the impact? Whether does the perceived value impact on the purchase intention? Andhow much is the impact? Which role does the online word-of-mouth act in the situation?In response to these issues, this study attempts to explore the perceived product quality,service quality, perceived website purchase cost and perceived risk of four major factorsas antecedent variables which impact on consumers’ perceived value, building atheoretical model of the online consumers’ perceived value and its antecedent variablesinfluencing purchase intention. We issued questionnaires to consumers who had boughtclothing and footwear products online and did statistical analysis, factor analysis,correlation analysis, and regression analysis, and testing hypotheses of the questionnaire.The results show that perceived product quality, perceived website quality of servicehave significant positive effects on perceived value and purchase intention of onlineconsumers. Perceived risk has significant negative effects on perceived value andpurchase intention. The purchase cost of online consumers has significant positive effectson perceived value and influences purchase intention which is not significant. Perceivedvalue (functional value, emotional value and social value) of the purchase have asignificant positive impact on purchase intentions. Online word-of-mouth plays aregulatory role between perceived value and purchase intentions. This conclusion isbased on the strategy and way to enhance consumers’ online perceived value andpurchase intention to provide theoretical guidance to promote the rapid development of China’s online retailers.
This study’s chapter structure is organized as follows:
The first chapter is the introduction. We proposed the issues as well as researchsignificance, put forward the research framework and main content of the study, and thendefinited relevant concepts, and finally elaborated approaches as well as innovationpoints of the study.
The second chapter is the literature review. Summarized the literatures of domesticand foreign scholars’ research on the consumer network shopping influencing factors,consumers’ perceived value，online word-of-mouth as well as consumers purchasewillingness of network, then put forward in this article to explore the direction:perceivedvalue and its antecedent variables influencing network purchase intention.
The third chapter is building model and proposing research hypotheses. Inconjunction with the theme of the study, we sort out the relevant theories, includingtransaction costs theory, customers’ value theory, reasoned behavior theory, plannedbehavior theory, propagation theory as well as cognitive dissonance theory, elaborated onthe theme of the thesis the basic role. The second based on the research of domestic andforeign scholars, perceived product quality, we regarded perceived website servicequality, purchase cost and perceived risk as antecedent variables of perceived value,online word-of-mouth as regulatory variable, building a theoretical model of perceivedvalue and its antecedent variables influencing network purchase intention. Andanalysesed the interaction among all variables in the model, then proposed researchhypotheses.
The fourth chapter is research design. At first designed the variables scale in themodel. Then designed the questionnaire and tested the reliability and validity of thequestionnaire by small sample pre-survey, conducted a questionnaire pre-test. Deletedunreasonable items and formed the final questionnaire. At last issued questionnaires andcollected data.
The fifth chapter is empirical analysis. At first we made descriptive statisticalanalysis of the collected data, then made reliability and validity analysis of questionnaire,including using structural equation for confirmatory factor analysis and testing the model. At last we made regression analysis and tested the assumptions of the paper.
The fifth chapter is conclusion and outlook. We summarized the results on thetheoretical and empirical analysis of the paper, integrated the conclusions of the full text,and made management recommendations, pointed out the limitations of the study andfuture research directions.
引文
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①Featherman M S, Pavlou P A, Predicting E-services Adoption: A Pereeived Risk Facets Perspeetive. InternationalJournal of Human-Computer Studies,2003,59(4):451-474.
①黎志成，刘枚莲．电子商务环境下的消费者行为研究[J]．中国管理科学，2006（9）：5-8
①Zeithaml, V.A. Consumer Perceptions of Price, Quality and Value: A Means-end Model and Synthesis of Evidence[J]. Journal of Marketing,1988,52(3):2-22.
①Monroe, B. Kent, R. Krishnan. The Effect of Price-comparison Advertising onBuyers’ Perceptions of AcquisitionValue, Transaction Value, and Behavioral Intentions. Journal of Marketing.2005,62(2):46~59.
①C. Wood, M. Scheer. Incorporating Perceived Risk into Model of Consumer Deal Assessment and Purchase Intent.Advances in Consumer Research.2006,
①J. N. Sheth, B. I. Newman, B. L. Gross. Why We Buy What We Buy: a Theory of Consumption Values[J]. Journal ofBusiness Research, New York:1991, Vo1.22(2):159~164
②Sweeney, J. and Soutar, G. N. Consumer perceived value: the development of a multiple item scale[J]. Journal ofRetailing,2001,77:203-220.
①Kantamneni S P. Coulson K R. Measuring Perceived value: findings from preliminary research[ED]. http:www.sbanet.ues.edu/does/Proeeedings/96swm019.txt.
②杨龙，王永贵．消费者价值及其驱动因素剖析[J]．管理世界，2002．6：146-147
①Bourdeau, L., Chebat, J.C., Couturier, C., Internet consumer value of university students: E-mail-vs-Web users,Journal of Retailing and Consumer Services,2002
①钟小娜．网络购物模式下的消费者感知价值研究[J]．经济论坛，2005
②许统邦，梁嘉成和夏剑龙．B2C模式下的消费者感知价值研究[J]．商场现代化，2006（7）
③孙强，司有和．网络购物消费者感知价值构成研究[J]．科技管理研究，2007（7）
①Chevalier J.,D. Mayzlin. The Effect of Word of Mouth on Sales: online Book Reviews[J]. Journal of MarketingReseareh,2006, August:345-354.
②Lee Mira et al. Electronic word of mouth(eWOM) how eWOM Platformsinfluence consumer product judgement[J].International Journal of Advertising,2009,28(3):473-499.
①徐琳．在线口碑可信度影响因素的实证研究[J]．财贸研究，2007（5）
②金立印．在线口碑信息对消费者购买决策的影响：一个实验研究[J]．经济管理，2007
③Pavlou PA. Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptancemodel. International Journal of Electronic Commerce2003
①Jarvenpaa, S., Todd, P.A., Consumer reaction to electronic shopping on the World Wide Web,International Journal ofElectronic Commerce,2005,1(2):59.
②G. David, Detmar. Consumer trust in B2C e-commerce and the importance of social presence: experiments ine-products and e-services. Omega,2004
①刘洪，黄小刚．B2C模式下网络消费者满意的研究[J]．商业研究，2008（18）
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①Eggert, A.&Ulaga, W.(2002).Customer Perceived Value: A Substitute for Satisfaction in Business Markets. TheJournal of Business&Industrial Marketing,2002,17(2/3),P107-118.
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