大学生网络购物感知风险评价体系研究

发布时间：2019-01-29 02:24

【摘要】：随着网络经济的快速发展,越来越多的企业开展了网络购物业务,大学生作为一个特殊的消费群体参与到网络购物中。大学生消费群体的扩大,孕育了一个庞大的消费市场,为众多的企业带来了巨大的商机。在网络购物中存在的感知风险是影响在校大学生参与网络购物的一个重要制约因素。能否根据对大学生网络购物感知风险因素的分析,增强对网络购物中大学生消费群体网络购物中感知风险的认识,从而有效的降低大学生在网络购物中的感知风险,对企业培育庞大的大学生网络购物群体并取得未来的竞争优势具有重要意义。与快速发展的网络购物相比,大学生网络购物感知风险评价方面的理论研究则显得相对滞后。国内外关于网络购物感知风险因素的研究大部分都是针对一般消费者在网络购物中所感知到的风险进行研究,很少从细分消费者的角度进行分析。基于不同消费者在网上购买商品时所关注的侧重点也会有所不同这一特点,本文从大学生消费群体这一新的研究视角拓展消费者网络购物感知风险的研究的范围。本文首先对消费者行为理论、网络购物理论、感知风险理论知识进行了阐述；在文献回顾、人员访谈的基础上初步构建了大学生网络购物感知风险评价体系；通过设计的调查问卷获取数据,利用统计软件SPSS18.0对数据进行分析,根据分析结果对大学生网络购物感知风险评价体系进行验证和修正,并计算了评价体系中各个指标的权重,最终构建了比较科学合理的、基于大学生网络购物感知风险评价体系；最后依据该评价体系,综合考虑了参与网络购物中的产品生产企业、网络零售商、网络购物平台服务商及大学生消费群体的特点,提出了相应的降低大学生网络购物感知风险的对策与建议。
[Abstract]:With the rapid development of network economy, more and more enterprises develop online shopping business. College students participate in online shopping as a special consumer group. The expansion of college students'consumption groups has given birth to a huge consumer market and brought huge business opportunities for many enterprises. Perceived risk in online shopping is an important restricting factor for college students to participate in online shopping. According to the analysis of the perceived risk factors of college students' online shopping, can we enhance our understanding of the perceived risk in the online shopping of college students, so as to effectively reduce the perceived risk of college students in online shopping? It is of great significance for enterprises to cultivate large online shopping groups of college students and gain future competitive advantages. Compared with the rapid development of online shopping, the theoretical research on perceived risk assessment of college students' online shopping appears to lag behind. Most of the researches on perceived risk factors of online shopping at home and abroad are focused on the risk perceived by general consumers in online shopping, and rarely from the perspective of subdivided consumers. Based on the fact that different consumers pay different attention to the online purchase of goods, this paper extends the scope of consumers' perceived risk of online shopping from the new perspective of consumer groups of college students. Firstly, this paper expounds the knowledge of consumer behavior theory, online shopping theory and perceived risk theory, and constructs the evaluation system of perceived risk of college students' online shopping on the basis of literature review and personnel interviews. Through the questionnaire designed to obtain data, using the statistical software SPSS18.0 to analyze the data, according to the results of the analysis of the perceived risk assessment system of college students online shopping to verify and modify. The weight of each index in the evaluation system is calculated, and a scientific and reasonable evaluation system based on the perceived risk of college students' online shopping is constructed. Finally, according to the evaluation system, the characteristics of product production enterprises, network retailers, online shopping platform service providers and college students are considered comprehensively. The corresponding countermeasures and suggestions to reduce the perceived risk of college students' online shopping are put forward.
【学位授予单位】：西安电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;G645.5

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