毕业论文—消费者网络购买意愿影响因素的实证研究讲义.doc

南京大学本科生毕业论文（设计）中文摘要 毕业论文题目：消费者网络购买意愿影响因素的实证研究 商学院院系电子商务专业 级本科生姓名：郑元昌 指导教师（姓名、职称）：李小琳、副教授 摘要： 随着网上购物市场规模的扩大，网上购买行为受到了越来越多的社会关注。网上购物由于购物环境的虚拟性、买卖双方的时空不对等、交易风险比较高等特点，购买意愿的影响因素与传统方式不同。本文旨在寻求消费者网上购买的行为规律，研究消费者网上购买意愿的影响因素及其内在的联系。通过文献综述，本文先回顾了网上购买意愿影响因素的理论研究，并以TAM理论、信任理论、感知价值理论为基础构建了消费者购买意愿影响因素模型。通过对消费者的问卷调查，借助结构方程模型方法和SMART、AMOS等分析软件，对理论假设进行了检验。最后，基于模型的分析结果，提出了本文研究的不足和未来进一步研究的方向。研究结果表明，感知风险对信任有负向影响，感知易用对感知有用有正向影响，感知有用和信任对购买意愿无直接影响，但通过感知价值对购买意愿产生影响。 关键词：购买意愿；结构方程模型；感知价值；技术接受模型；信任II 南京大学本科生毕业论文（设计）英文摘要 With the expansion of scale of online shoppingmarket, online shopping behavior has been drawing more and more attention by the society. The factors influencing online purchase intention are different from that of traditional purchase behavior because of the high transaction risk.This article tries to discuss the specific consumer behavior and conduct a research on the intrinsic factors influencing online purchase intention. Through reviewing the literature, this article establishes a model based on Technology Acceptance Model, Trust Theory and CustomerPerceived Value Theory. In order to verify the hypothetical model, this article designs a questionnaire to measure customer purchase intention. By using Structural Equation Modeling, SMARTPLS, AMOS software, we take an analysis based on the data we have got. This article draws some conclusion. Perceived risk has a negativeeffect on trust. Perceived ease of use has a positive effect on perceived usefulness. Trust and perceived usefulness have no significantimpact on online purchase intention, but they have significant impact on intention via Customer Perceived Value. KEY WORDS:purchase intention; Structural Equation Modeling;Perceived Value; Technology Acceptance Model; TrustIII 目录 第一章绪论............................................................................................................................1 1.1研究背景和意义.............................................................................................