导　　师： 雷鸣

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 网络购物自1998年在中国诞生以来，已经维持了14年的高速增长。现如今网络购物已经渗入各行各业，网络购物的消费者人数也在急剧增加。2012年1月13日，艾瑞咨询发布研究报告称：2011年中国网络购物市场交易规模接近8000亿，达7735.6亿元人民币，占到社会消费品零售总额的4.3/%；同时，网络购物用户规模将达到1.87亿人，在宽带网民中的渗透率为41.6/%/[1/]。 多年的市场竞争使得网络购物市场上已经决出了市场的领跑者与跟随者，消费者也形成了各自的购物网站喜爱偏好。因此，有必要研究网络购物时，网站体验是否对消费者的购买意愿有显著影响，以及网站体验的哪些因素促成了消费者产生购买意愿。 本研究首先回顾了网站体验、情绪、感知风险、购买意愿等方面的相关理论，在大量阅读文献和分析归纳的基础上，引入了网站的易用性体验、网站的有用性体验、网站的视觉体验、价格体验、商品体验、服务体验、信誉体验，归纳为网站体验的7个维度，在S-O-R模型的基础上，研究网站体验对情绪、感知风险和购买意愿的影响。 本论文采用规范分析与实证分析相结合的方法，通过对问卷进行信度分析、确定性因子分析、相关分析、回归分析、结构方程模型分析等，得到以下结论： 网站体验对情绪、感知风险有显著的正向影响；情绪和感知风险进一步对购买意愿有显著的正向影响。 实证分析的结果表明，网上商店要吸引更多的消费者，促成其产生购买意愿，需要从各个方面提升网站的体验，促进消费者产生正向情绪，增强消费者对购物安全的认知。 Online purchase has been seeing a forteen-year’s increase since it was borned in1998inChina.Up to now online purchase nearly covers up every industry of this country, and peopleshopping online are still increasing as well. A research report was released in January thirteenin2012by iResearch noted that in2011, market size of online purchase grew nearly to800billion RMB, reached to773.56billion RMB, which is4.3/%of total retail sales of consumergoods. At the same time,41.6/%of broad band access netizens sticked in online purchase,which reached to one hundred and eighty seven million people. Years of market competition has seprated leader and follower online shopping market,consumers formed their website preference as well. Therefore, it is necessary to study whetherweb experience has significant effect on consumers’ willingness to buy when they arepurchasing online, as well as what factors of web experience contributed to consumers’purchase intention. This study reviewed related theories on web experience, mood, perceived risk andpurchase intention. Based on the lots of literature reading and analyzing, this paper introducedin the following concepts: web experience of ease of use, web experience of usefulness, visualexperience of web, price experience of web, product experience of web, service experience ofweb, and reputation experience of web, summed up as seven dimensions of the concept ofweb experience. This paper discussed the impact of mood and perceived risk on purchaseintention on the basis of the S-O-R model. Normative analysis and empirical analysis were used in this research. By reliabilityanalysis, confirmatory factor analysis, correlation analysis, regression analysis, and structuralequation modeling analysis, the following conclusions were concluded: Web experience has a significant positive impact on mood and perceived risk; one stepfurther, mood and perceived risk has a significant positive impact on purchase intention. The results of empirical analysis show that the online stores should improve the webexperience in all aspects to promote consumers’ positive emotions, and enhance theirawarenesses of shopping security to attract more consumers.

关 键 词： 模型 购买意愿 网站体验 情绪 感知风险

分 类 号： [F724.6 F274 F224]

领　　域： [经济管理] [经济管理] [经济管理] [经济管理]