采购感知风险及其对采购行为决策的影响研究

发布时间：2018-05-23 23:37

本文选题：采购感知风险 + 购买意愿　；参考：《北京邮电大学》2014年硕士论文

【摘要】：进入21世纪以来,在经济全球化趋势明显加快的新的背景下,企业的竞争更加激烈。在此新环境下,供应链管理将成为21世纪的新型管理模式。从供应链的角度来说,采购在企业中处于与供应商的交接处,提高采购水平是提高供应链的上下游各企业之间同步化运作的关键环节。总之,采购在企业中地位不断提升,而采购决策在很多企业已经上升为战略地位,对于采购行为决策的研究迫在眉睫。综合国内外文献发现不少学者实证研究表明感知风险在组织购买决策中起着至关重要的作用。感知风险的概念被提出后,目前主要被用个体消费者行为的研究中,而感知风险在采购决策上的应用还非常罕见,对于组织内的感知风险是如何影响购买决策的仍不明确。因此,甄别影响采购感知风险的关键因素并研究采购感知风险与行为决策的关系不仅具有十分重要的学术意义,而且极富现实意义。本文围绕采购感知风险这个核心概念,从理论上弄清企业购买中心成员采购感知风险的含义,并从环境因素、个人因素、供应商因素、产品因素以及组织因素等五个方面探讨影响采购感知风险的各个影响因素；同时通过对专家的问卷调查探索各因素对影响关系的调节作用。本研究采用的数据均通过问卷调研的方式收集得来,经回收筛选后有效问卷为108份,通过对所收集数据采用SPSS和WarpPLS3.0进行信效度分析、结构方程分析,得到了以下几个结论：一、采购感知风险的关键影响因素有以下几个：风险态度、采购经验、供应商的合作时间、品牌声誉、产品标准化程度、采购流程标准化程度。二、采购感知风险会对采购者的购买意愿有显著的影响关系。三、规范的采购流程可以有效减弱供应商合作时间与采购感知风险的影响关系。基于以上结论,本研究从采购商、供应商两个角度提出管理建议。
[Abstract]:In this new environment , supply chain management will become a new management mode in the 21st century . In this new environment , the supply chain management will become a new management mode in the 21st century . In this new environment , procurement is a key link between enterprises in the 21st century .

The concept of perceived risk is put forward , which is mainly used in the study of individual consumer behavior , and the perceived risk is very rare in purchasing decision - making . Therefore , it is not clear how the perceived risk in the organization affects the purchasing decision - making . Therefore , it is very important to select the key factors that affect the risk of purchasing perception and to study the relationship between purchasing perceived risk and behavior decision - making .

Based on the core concept of purchasing perception risk , this paper theoretically clarifies the meaning of the perceived risk of purchasing center members , and discusses the factors that affect the perceived risk of purchasing from five aspects , such as environmental factors , personal factors , supplier factors , product factors and organizational factors .
The data collected in this study were collected by questionnaire investigation and 108 copies were collected by SPSS and WarpPLS3.0 for the collected data , and the following conclusions were obtained :

First , the key influencing factors of purchasing perception risk are the following : risk attitude , procurement experience , cooperation time of suppliers , brand reputation , product standardization degree and procurement process standardization degree .

Second , the risk of procurement awareness will have a significant impact on the purchaser ' s willingness to purchase .

III . The procurement process of the specifications can effectively reduce the influence of the supplier cooperation time and the procurement perceived risk .

Based on the above conclusions , this study puts forward management suggestions from buyer and supplier .
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

【参考文献】