【作者】 曾鸣；

【导师】 谢守祥；

【作者基本信息】 中国矿业大学 ， 企业管理， 2017， 硕士

【摘要】 近年来,电子商务得到迅猛的发展,中国网民的规模已经超过7.10亿人,2015年电商网络交易额已经超过21.8亿元,网络购物已经逐渐成为人们的一种生活方式,尤其是大学生群体,大学生易于接受新鲜事物,熟悉网购过程,我国现有2700万的在校大学生,每年应届毕业生的数量近600万,其在面试的过程中需要穿着正装以增加自身的形象得分,由此产生了巨大的市场需求。所以本论文以大学生群体为研究人群,重点研究了大学生在电商环境下购买西装产品的影响因素,为企业管理实践提供建议。论文在国内外学者对消费者购买行为模式、网络消费者行为特征及影响因素、网络服装产品消费者行为研究等理论基础上,在“刺激-消费者黑箱-消费者反应”的购买行为的一般模式基础上,对霍华德-谢思模式进行修正研究电商环境下主观规范、消费者个体特征、零售商特征、物流以及售后、营销策略、网络感知风险对消费者购买西装的消费意向及消费行为的影响,构建电商环境下西装消费者行为模型。面向大学生群体设计西装购买影响因素的问卷,通过QQ发放和收集问卷信息,并运用SPSS19.0对收集到的283份有效问卷数据进行了相关分析、回归分析,并进一步做了中介效应检验对本研究提出的假设进行逐一验证。对收集的样本收据进行描述性分析及列联表交叉分析,分析了不同人口统计变量的消费者对购买西装的购买意向。实证分析结果表明:主观规范、消费者个体特征、零售商特征、物流及售后服务、网络感知风险与购买意向、购买行为有显著性相关关系,营销策略与消费行为有显著性相关关系,消费意向与消费行为有显著性相关关系。而多元回归分析结果表明各影响因素和消费意向、消费行为之间的关系是:消费意向=0.250*营销策略+0.068*主观规范+0.221*消费者个体特征+0.239*零售商特征+0.256*物流及售后服务-0.078*感知风险,消费行为=0.928*消费意向+0.003*营销策略,大专院校的学生购买西装的意向要高于一二本学校的学生,已经大学毕业的学生购买意向要高于在校的大学生,消费者网上购买西装的主要原因是网上价格低及没有时间去实体店购买。基于此,本研究针对电子商务西装零售商提供了五条管理实践建议,即:重视网络商家形象、提供完善的售后服务、降低消费者感知风险以及增加促销活动、拓展目标客户群。更多还原

【Abstract】 In recent years,e-commerce has developed rapidly,and the number of Internet users in China has exceeded 710 million.The electricity supplier network trading volume has reached more than 2.18 billion yuan in 2015.Online shopping has gradually become a way of life for people,especially for college students.College students are prone to accept new things and they are familiar with the online shopping process.There are 27 million college students in our country,and the number of graduates is nearly 6 million each year.They need to wear formal clothes to add their appearance score during the interview,thus it creates a huge market demand.Therefore,this paper takes college students as the research object,focusing on the factors that affect the students’ purchasing suits in the electricity supplier environment,and provides suggestions for enterprise management practice.Based on the domestic and foreign scholars on the model of consumer behavior,the online consumers’ behavior characteristics and the influence factors and the network apparel consumer behavior research,and "stimulus-response consumer black box consumers" purchasing behavior model,the thesis is to study the influence of subjective norms,consumer factors,retailers,logistics as well as customer service,marketing factors,perceived risk on consumers’ intention and behavior under e-commerce environment.The questionnaire is designed to learn the factors of college students purchasing a suit;it is distributed through the QQ,WeChat,Sina,micro-blog and other social media.Correlation analysis and regression analysis were conducted on 283 valid questionnaires,and the author further use the Medi-Effect one by one to verify the research hypotheses.Descriptive analysis and Contingency table cross analysis of the collected receipts were used to analyze the purchase intentions of the consumers with different demographic variables.The empirical results show that subjective norms,consumer factors,retailer characteristics,logistics and after-sale service,perceived risk have a significant correlation with purchase intention and purchasing behavior,marketing factors and consumer behavior are co-related and consumption intention has a significant relationship with consumer behavior.Multiple regression analysis results show that the relationship between all the influencing factors and consumption intention,consumer behavior is as follows: consumption intention =0.250* marketing factors + 0.068*subjective norm +0.221* consumer subjective norm factors+ 0.239* characteristics of retailer+0.256*logistics and after-sale service-0.078* perceived risk;the consumer behavior =0.928*consumer intention+0.003* marketing factors.The result shows that students in junior colleges are more likely to buy suits than those from universities,and those who have already graduated from college are more likely to buy than those in school.And the main reasons of the online consumers buying suit are the low price and they have no time to go to the store to buy.Based on this,the study provides five management practice suggestions for e-commerce suit retailers,that is,attaching importance to online business image,providing perfect after-sale service,reducing consumers’ perceived risk and increasing promotional activities,expanding the target customers.更多还原