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浙江林学院本科生毕业设计（论文）本科生毕业设计（论文）（2010届）信息工程学院题目：大学生网络购物的影响因素研究学生姓名：王丹英学号：200605060401专业班级：信息管理与信息系统062指导教师：纪淑娴职称：讲师2010年6月1日浙江林学院本科生毕业设计（论文）I大学生网络购物的影响因素研究摘要：随着电子商务的发展，网络购物已经逐渐被消费者所接受，越来越多的顾客参与到网络购物中来。网络购物的产生，为传统的零售的消费者行为学开辟了一块新的领域。在研究总结和吸取以往的消费者购买行为研究成果的基础上，结合当前电子商务和网络营销理论的新发展，通过构建一个网络购物影响因素概念分析模型，探讨了在网络购物环境下，究竟哪些因素影响了消费者选择在网上购物已经成为国内外学者研究的重点。在计划行为理论和技术接受模型的基础上，以大学生为研究样本，研究个体的网络使用经验、感知网上商品风险、感知网上商家风险和感知网络风险影响及影响过程。利用专业在线调查网站收集问卷，进行数据统计和分析。验证了概念模型的可靠性：即感知网上购物有用、感知网上购物易用、感知网上商品风险、感知网络商家风险和感知网络风险对消费者态度有显著性影响，而消费者的态度直接影响到其采取网上购物的意向；关于产品因素和相关经验对消费者接受网上购物模型影响的相关假设得到了部分的支持。最后，结合检验结果给网络购物服务商提出合理性建议，并指出本研究的局限性和进一步研究方向。研究结论对相关企业开展电子商务与网络营销有一定参考价值。关键词：大学生；网上购物；网络使用经验；产品因素Thefactorsaffectingtheuniversitystudents'networkshoppingAbstract：Withthedevelopmentofe-commerce，onlineshoppinghasbeengraduallyacceptedbyconsumers．Moreandmoreconsumerschooseonlineshopping．Onlineshoppingopenedanewfieldforthetraditionalretailconsumerbehavior．Basedontheresearchsummaryandresearchresultsofpastconsumers'purchasingbehavior，withthecurrente-commerceandthenewdevelopmentofnetworkmarketingtheory，byconstructingashoppingnetworkconceptanalysismodeloftheinfluencefactors，discussedwhatfactorsaffectconsumerchooseonlineshoppingintheonlineshoppingenvironmentwhichhasbecomethefocusofresearchscholars．Basingonthetheoryofplannedbehaviorandthetechnologyacceptancemodel，thisstudydiscussedsomeimportantfactorsfromtheviewpointofcollegestudentswhichdeterminetheattitudes，intentiontowardinternetpurchasingandpurchasingbehavior，includinginternetexperiences，perceivedrisk，self-efficacy，internettrustandinternetprivacybeliefs．Usingtheonlinesurveyprofessionalwebsitecollectingquestionnaire，statisticaldataandanalysis。Theresultverifiesthatthemodelofconsumers’onlineshoppingadoptionhasabetterfit，thatisthe浙江林学院本科生毕业设计（论文）IIattitudeofconsumershavebeenimpactedsignificantlybyperceivedusefulnessofonlineshopping，perceivedeaseofuseonlineshopping，perceivedriskofonlinecommodity，perceivedriskofonlinebusinessandperceivedriskofnetwork．Andtheconsumers’attitudeshaveadirectimpactontheirintentiontoadoptonlineshopping，buttheassumptionsregardingtotheimpactofproductfactorsandexperiencesonthemodelofconsumers’onlineshoppingadoptionhavebeenpartofthesupport．Finally，combinedwithtestresults，itproposereasonablesuggestionsforshoppingnetworkservice，andpointsoutthelimitationsandfurtherresearchdirectionofthisstudy．Conclusionhassomereferencevaluetorelevantenterprisestodevelope-businessandthenetworkmarketingKeyWords：collegestudents；internetpurchasing；internetexperiences；influencefactors浙江林学院本科生毕业设计（论文）I目录１绪论................................................................................................................................................-1-1．1问题的提出........................................................................................................................-1-1．2研究背景............................................................................................................................-2-1．3研究的对象........................................................................................................................-4-1．4研究方法............................................................................................................................-5-1．5研究内容............................................................................................................................-6-2文献综述..........................................................................................................................................-7-2．1消费者行为的含义............................................................................................................-7-2．2计划行为理论和技术接受模型........................................................................................-7-2．3国内外学者对消费者网上购物影响因素研究的文献综述..........................................-11-3研究方法及设计............................................................................................................................-13-3．1模型设计..........................................................................................................................-13-3．2研究假设的提出..............................................................................................................-14-3．3变量的定义与变量的测量..............................................................................................-17-3．4问卷设计..........................................................................................................................-19-3．5数据分析概述..................................................................................................................-22-4SPSS数据分析...............................................................................................................................-24-4．1五个变量的效度分析和因子分析..................................................................................-24-4．2五个变量的信度分析......................................................................................................-25-4．3网上购物态度研究.............................................................