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网络商品消费价值的感知研究

发布时间:2019-01-10 21:07  文章来源:笔耕文化传播
【摘要】:随着互联网的飞速发展,商业模式的不断更新和完善。人们可以足不出户就满足生活的购物需求,享受到消费的乐趣。尤其是在大数据和电子商务的环境下,电子商务企业和平台越来越注重对消费者提供更高质量的服务和享受。而立足于消费者的角度,也可以发现消费者注重的已经不仅仅是网络商品价格的低廉,更是对商品价值的感知。网络商品在线评论包含了消费者对商品的评价和体验信息,而被消费者认为具有更高的可信度和影响力,成为网购商品信息的一个非常重要的补充。在线评论是用户表达自身声音的平台,也是用户获取信息的重要渠道,它的价值已经获得用户的认可。本文是以网络商品感知价值为视角,补充对网络消费者感知影响最深刻的在线评论,研究消费者是如何感知商品价值的。同时探索影响网络商品消费价值的感知因素有哪些。本文在国内外学者已有研究的基础上,把功能感知、社会感知、情感感知、认知感知、条件感知作为感知网络商品价值的五个维度,再将商品在线评论加入感知价值的二级测量体系中以此构建网络商品的价值感知基本模型。本研究的论证过程采用理论研究与实证分析相结合的方法,通过调查问卷和结构方程的形式对假设模型进行分析、验证和修正。最后分析消费价值感知模型的适用性和意义,并为商家理解消费者行为制定有效的营销策略,以及为消费者购物决策提供建议。本文研究了消费者感知网络商品的方式,将消费价值延伸到网络环境中。并将在线评论看作是一种消费感知价值的有力补充指标。是Sheth的消费价值理论在互联网领域进行的新尝试,研究了消费者感知网络商品的新变化,是对消费价值理论的扩大和完善。
[Abstract]:With the rapid development of the Internet, business models are constantly updated and improved. People can live without leaving home to meet the shopping needs, enjoy the fun of consumption. Especially in the environment of big data and e-commerce, e-commerce enterprises and platforms pay more and more attention to providing higher quality service and enjoyment to consumers. Based on the perspective of consumers, we can also find that consumers pay attention not only to the low prices of online commodities, but also to the perception of the value of commodities. Online reviews of online goods contain information of consumers' evaluation and experience of goods, which is regarded by consumers as having higher credibility and influence, which is a very important supplement to online shopping information. Online comment is a platform for users to express their own voice, and it is also an important channel for users to obtain information. Its value has been recognized by users. From the perspective of perceived value of online goods, this paper complements the most profound online comments on the perception of online consumers, and studies how consumers perceive the value of goods. At the same time, explore the perceived factors that affect the value of online commodity consumption. Based on the research of domestic and foreign scholars, this paper regards functional perception, social perception, emotional perception, cognitive perception and conditional perception as the five dimensions of perceived network commodity value. Then the online reviews of goods are added to the two-level measurement system of perceived value to construct the basic model of value perception of online goods. The demonstration process of this study adopts the method of combining theoretical research with empirical analysis, and analyzes, validates and modifies the hypothetical model through questionnaire and structural equation. Finally, this paper analyzes the applicability and significance of consumer value perception model, and makes effective marketing strategies for merchants to understand consumer behavior, and provides suggestions for consumer shopping decisions. This paper studies how consumers perceive online goods and extends consumption value to the network environment. The online comment is regarded as a powerful complementary index of perceived value of consumption. It is a new attempt of Sheth's theory of consumption value in the field of Internet. It studies the new changes of consumer perception of online goods and expands and perfects the theory of consumption value.
【学位授予单位】:上海工程技术大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:F724.6

【参考文献】

相关期刊论文 前6条

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