导　　师： 龚振

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： 互联网和电子商务的蓬勃发展，不仅改变了企业的分销渠道，也改变了消费者的购买行为。消费者的购买途径从传统的实体商店转移到虚拟的购物网站，网上购物也由“尝试性购买”逐渐变成“习惯性重复购买”。有学者研究表明，吸引一个新顾客的成本是维持一个老顾客的5倍，留住了顾客就保留了竞争力。顾客忠诚、顾客满意、关系营销、顾客重复购买等已成为营销界的研究热点。重复购买意向是预测顾客实际重复购买行为的一个比较可靠的指标，以往的多数研究验证了顾客感知价值、顾客满意和转移成本对顾客重复购买意向的影响作用。大量数据表明，风险和信任缺失是影响我国网络购物发展的重要原因，信任问题也逐渐成为我国电子商务学术界和企业界的关注焦点。影响顾客信任的因素有很多，而与购物网站本身相关的因素最容易被消费者直接观察到，也是商家在短期内最容易解决的问题。 因此，本论文在回顾大量文献的基础上，提出了网站声誉、感知易用性、感知有用性、互动性和安全性等购物网站特征对顾客信任的影响作用以及通过顾客信任这一中介变量对重复购买意向的影响作用，最终通过实证研究验证各变量间的关系。 本文通过问卷调查、数据分析，对提出的研究模型和各变量间的关系进行了实证研究。研究结果表明，购物网站特征的五个测量变量均对顾客信任和重复购买意向有显著正向影响，且顾客信任在购物网站特征对重复购买意向的影响中起中介作用。根据研究结果，本文还提出了几点管理实践启示，通过对上述问题的探讨，一定程度丰富了我国网络购物领域对顾客信任和重复购买意向的研究，也对商家在创建、完善和选择网站平台时有一定借鉴意义。 The vigorous development of the Internet and electronic commerce, not only change theenterprise's distribution channels, also change the buying behavior of consumers. Consumerspurchase way shift from the traditional entity shop to a virtual shopping website, onlineshopping also by “attempted to purchase” gradually become “habitually repeat purchase”.Academic studies show that the cost of attracting a new customer is to maintain an oldcustomer5times, to retain the customer to retain the competitiveness. Customer loyalty,customer satisfaction, relationship marketing, customer repeat purchase has become theresearch focus of the marketing discipline.Repurchase intention is to predict the actual repeatpurchase behavior of customers a relatively reliable indicators, most of the studies in the pastto verify the effects of customer perceived value, customer satisfaction and switching costson customer repurchase intention. Large amounts of data show that the risks and lack of trustis important reasons to affect the development of China's online shopping, trust issues arebecoming increasingly become the focus of China's e-commerce academia and the businesscommunity.There are many factors that can affect customer trust, factors associated withshopping website itself is the most easy to directly observe by consumers and the easiest toimprove by merchants in a short time. Therefore, based on a vast amount of literature review, this paper put forward thepurchasing website characteristics such as website reputation, perceived ease of use,perceived usefulness, interaction and security impact on customer trust and customer trust theintervening variable effects of repurchase intentions, ultimately through the empiricalresearch to verify the relationship between each variables. In this article, through questionnaire survey, data analysis, an empirical study on therelationship between the proposed research model and variables. The research results showthat five measurement variables of purchasing website characteristics on customer trust andrepurchase intention have significant positive effects, and customer trust in purchasingwebsite characteristics effect on repurchase intentions play a mediation role. According to theresults of this study, this paper also puts forward several management practices, after discussing the above problems, to some extent enriched our country network shopping areasof customer trust and repurchase intention of the study, also in businesses create, improve andselect web platform has a certain reference value.

关 键 词： 重复购买意向 网站特征 顾客信任 购物网站

分 类 号： [F274 F724.6]

领　　域： [经济管理] [经济管理] [经济管理]