文档介绍：广东商学院
硕士学位论文
消费者网络购物行为的影响因素研究——基于某网络书店的实
证分析
姓名:樊飞飞
申请学位级别:硕士
专业:企业管理
指导教师:肖怡
20070614
摘要
在影响网络购物的诸多因素中,网络零售商属性特征一直且是日愈显得重要的因
素,因为网络购物过程中,通过网络商店找到有用的信息不太容易,消费者要额外花
费不必要的时间来寻找商品或服务信息,而在很多情况下难以找到所需信息,于是将
不满意的网络购物经历归于网络零售商。
本文首先回顾国内外学者对消费者网络购物行为影响因素的理论研究,并在此基
础上,借鉴消费者决策模式理论(CDM),以及理性行为理论(TRA)、技术接受模型
(TAM)、以 TAM 模型为基础建立的网络购物接受模型等态度-意向-行为模型,作为
本文模型构建的基本框架,确定信息满意度、关系收益作为消费者网络购物态度的决
定因素,同时进一步分析网络商店属性对信息满意度、关系收益的影响,最后提出网
络零售商的五个关键属性(商品信息质量、服务信息质量、用户界面质量、安全性、
网站知名度)作为影响消费者网络购物行为的重要因素,并提出相应的理论假设,通
过问卷调查进行统计检验,采用信度分析、效度分析、线性回归方程等方法鉴别和验
证所提出的假设。
关键字:网络购物;影响因素;网站属性;态度-意向-行为模型
I
ABSTRACT

While interactions in the real world shopping are mainly based on face-to-face
activities between consumers and service personnel, interactions in electronic
commerce take place mainly through retailer’s websites. Among the online-shopping
affecting factors, Web Retailer’s attributes e much more important, as during
consumers’ shopping process, they always try their best to find out information they
need, while it’s difficult. In the end, consumers contribute their disappointment to the
Web Retailer’s bad website interface.
This study first reviews theoretic researches of factors Influencing consumers’
online purchasing behavior. Based on theories of Consumer Decision Models, and
Attitude-Intention-Behavior Model (TRA, TAM et al.), we construct one model for
analyzing factors influencing the online purchasing behavior. This study investigates
the relationship between various characteristics of Web Retailer and consumer purchase
behavior. Results indicate that information quality, user interface quality, security and
site awareness affect information satisfaction and relational benefit that, in turn, are
significantly related to each consumer’s attitude and actual purchase behavior.
Key Words: Online-shopping; Influencing factors; Website attribute;
Attitude-Intention-Behavior Model
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