【作者】 李强；

【导师】 向坚持；

【作者基本信息】 湖南师范大学 ， 企业管理， 2022， 硕士

【摘要】 随着我国移动购物的发展和人们消费方式的改变,我国已是全球规模最大的网络零售市场,网络购物已经成为我国居民日常的主要消费渠道之一。据国家统计局数据,仅2021年上半年,网络购物销售额6.11万亿元,同比增长23.2%,尤其在受到新冠肺炎疫情影响后,网络购物对我国经济发展产生了巨大的推动作用,网络购物下的经济增长依旧保持着巨大的潜力,消费者的网购行为研究具有巨大的商业价值。针对消费者网购行为,探索消费者的网购行为影响机制,有利于电商平台和企业提升消费者的网络购物体验,完善网络购物平台制度化管理,更好的实现商业价值,促进电子商务的高质量发展。在本文研究中,因“双十一”购物节是网络购物中最典型的购物活动,消费者的规模最大,最能体现消费者的网购行为本质,所以在网购行为研究中主要以“双十一”购物节为研究背景,依据UTAUT2理论,构建了“双十一”购物节网购行为影响机制理论模型,保留UTAUT2模型中的绩效期望、努力期望、社会影响、享乐动机、网购意愿和网购行为六个变量,结合当下消费者的网购行为心理特点,增加了预期后悔和冲动购买倾向两个变量,并提出研究假设,通过调查问卷进行本研究的数据收集,使用SPSS26.0、Amos24.0等软件进行结构方程建模,完成数据分析,验证本研究的假设。研究结果表明,在消费者参与“双十一”购物节中,按照影响程度排序依次是绩效期望、努力期望、享乐动机、预期后悔、冲动购买倾向、社会影响;消费者的绩效期望、努力期望、社会影响、享乐动机、预期后悔和冲动购买倾向均正向影响消费者的网购意愿;消费者的预期后悔正向影响消费者的冲动购买倾向,消费者的预期后悔和购买意愿正向影响消费者的网购行为;同时,消费者的购买意愿在预期后悔与购买行为之间起中介作用,消费者的购买意愿和冲动购买倾向在预期后悔与购买行为之间起链式中介作用。根据研究结果,针对性地提出了提升消费者网购体验的策略,一是关注消费者体验;二是关注消费者不同需求;三是完善平台互动功能;四是完善售后服务机制。以此促进电商平台的综合管理,为电子商务的高质量发展提供积极有用的探索。更多还原

【Abstract】 With the development of mobile shopping in China and the change of people’s consumption mode,China has become the largest online retail market in the world.Online shopping has become one of the main daily consumption channels of Chinese residents.Novelcoronavirus pneumonia,online shopping,has increased by 6 trillion and 110 billion yuan in the first half of 2021,up 23.2% from the same period last year.Especially after the impact of the new crownpneumonia epidemic,online shopping has greatly promoted the economic development of China.The economic growth under online shopping still has great potential.The research of consumer online shopping behavior has great commercial value.For consumers’ online shopping behavior,exploring the impact mechanism of consumers’ online shopping behavior is conducive to e-commerce platforms and enterprises to improve consumers’ online shopping experience,improvethe institutionalized management of online shopping platforms,betterrealize commercial value and promote the high-quality development of ecommerce.In this paper,because the "double 11" Shopping Festival is themost typical shopping activity in online shopping,the scale of consumers is the largest and can best reflect the essence of consumers’ online shopping behavior,the research on online shopping behavior mainly takes the "double 11" Shopping Festival as the research background and constructs the theoretical model of online shopping behavior influence mechanism of the "double 11" shopping festival based on utat2 theory,retaining the performance expectation,effort expectation Social impact,hedonic motivation,online shopping intention and online shopping behavior,combined with the psychological characteristics of current consumers’ online shopping behavior,added two variables: expected regret and impulse buying tendency,and put forward research hypotheses.The data of this study were collected through the questionnaire,using spss26.0 、Amos24.0 and other software to carry out structural equation modeling,complete data analysisand verify the assumptions of this study.The results show that in the "double 11" Shopping Festival,the order of influence is performance expectation,effort expectation,hedonic motivation,expected regret,impulse buying tendency and social influence;Consumers’ performance expectation,effort expectation,social influence,hedonic motivation,expected regret and impulse buying tendency all positively affect consumers’ online shopping intention;Consumers’ expected regret positively affects consumers’ impulse buying tendency,and consumers’ expected regret and purchase intention positively affect consumers’ online shopping behavior;At the same time,consumers’ purchase intention plays an intermediary role between expected regret and purchase behavior,and consumers’ purchase intention and impulse purchase tendency play a chain intermediary role between expected regret and purchase behavior.According to the research results,this paper puts forward some strategies to improve consumers’ online shopping experience.First,pay attention to consumers’ experience;Second,pay attention to the different needs of consumers;Third,improve the interactive function of the platform;Fourth,improve the after-sales service mechanism.So as to promote the comprehensive management of e-commerce platform and provide positive and useful exploration for the high-quality development of e-commerce.更多还原