奢侈品网站的消费者行为研究

奢侈品网站的消费者行为研究摘要网上购物作为一种新的营销渠道，为消费者以更优惠的价格提供丰富的商品信息和个性化服务。

允许消费者随时随地进行购物，相对于传统营销渠道拥有天然的竞争优势。

在消费者认知和购物意图方面已经有过一些研究，但中国网络购物市场经过近10 年来的发展和培育，即将迎来最为繁荣和快速发展的时期，购物网站不断的增多，网上商家间的竞争日渐激烈，于此同时也出项了一些新的特征。

网上零售商应该先确定哪些人群是目标人群，哪些因素是影响网上消费者的关键因素，培养消费者的忠诚度，提高顾客的回访率是非常重要的。

本研究以科技接受模型（Technology Acceptance Model,简称TAM）为基础框架，并在此基础上参阅了以往与认知风险、消费者行为心理学相关的大量文献，结合我国最新网络购物实际和自身的网路购物经验对该模型进行了调整，将各维度认知风险作为中介变量引入模型，同时将消费者个体特征、网上零售商特征和产品分类等三大外部变量也纳入模型，探索消费者个体特征、网上零售商特征及产品分类对消费者各认知的关系以及认知与购物意图、购物行为的关系。

本论文通过多种数据收集方法，收到有效问卷229份，并进行了统计分析。

在第二部分理论基础上，搭建出研究框架，确定TAM 模型中的各个变量。

构思出主要研究思路：首先，外部变量。

网上零售商特征，产品分类，消费者个体特征三个大的外部变量。

其次，中间变量。

选取认知有用，认知易用，认知风险。

其中认知风险分为了认知财务风险、认知时间风险、认知因素风险及认知绩效风险等四个纬度的认知风险。

最后，根据第二章的理论和本章的分析设计测量问卷。

采用SPSS13.0统计软件进行统计分析，确定采用因子分析、相关分析和多元回归的研究方法。

通过实证发现，网上零售商特征对消费者认知有用和易用具有显著影响，并且对财务认知风险有显著相关性。

零售商的信誉度越好，消费者的财务认知风险越低。

另外，产品特征也对消费者的购物意图和行为有显著的影响，产品属性对消费者的认知风险有显著影响。

本文的研究结果，可以使网上零售商认识到吸引到消费者，首先必须让消费者感到网上企业可靠、提供丰富准确的产品信息、做好售中和售后服务。

另外，网上消费者对价格的敏感度较高的特点，商家应尽可能的提供购物优势。

不同人口统计因素对认知的差异则可以为网上零售企业制定有效的营销策略提供依据，有助于他们了解不同的消费者要采取的不同措施，做好市场细分。

关键词科技接受度模型消费者认知网上零售商特征消费者特征产品分类AbstractAs a new marketing channel for online shopping at more favorable prices for consumers, provide a wealth of product information and personalized service. Allow consumers to make purchases anywhere, has a natural competitive advantage relative to traditional marketing channels. Consumer awareness and shopping intentions have been some studies, but China's online shopping market after nearly 10 years of development and nurture, is about to usher in the most prosperous period of rapid growth, increase in shopping site, online merchants increasingly competitive, At the same time, the entry of some new features. Online retailers should first determine what the crowd is the target population, which factors are the key factors affecting online consumers, cultivate the loyalty of consumers, it is very important to improve the customer's return visit rate.In this study, the Technology Acceptance Model (Technology Acceptance Model, referred TAM) as the basic framework, and see the past on the basis of the extensive literature associated with the perceived risk, consumer behavior and psychology, the actual combination of the latest online shopping and their own Internet shopping experience of the model has been adjusted, the various dimensions of perceived risk as mediating variables introduced into the model, while consumers' individual characteristics, characteristics of online retailers and product categories, such as three external variables included in the model to explore individual consumers characteristics, characteristics of online retailers and product categories consumer cognitive as well as cognitive and shopping intentions, shopping behavior. In this thesis, through a variety of data collection methods, received 229 valid questionnaires and statistical analysis.Build a research framework based on the theory of the second part, to determine the individual variations in the TAM model Amount. Conceived research ideas: First, the external variables. The online retailer features, product classification, the three characteristics of individual consumers and large External variables.Secondly, the intermediate variables. Select perceived usefulness, perceived easeof use, and perceived risk. Perceived risk is divided into the cognitive financial risk, the cognitive time risk, the risk of cognitive factors and cognitive performance risk perceived risk of the four latitude.Finally, according to the theory of the second chapter and in this chapter the analysis and design measurement questionnaire. SPSS13.0 statistical software for statistical analysis to determine the factor analysis, correlation analysis and multiple regression methods.Empirical findings, the online retailer characteristics of consumers perceived usefulness and ease of use has a significant impact and financial perceived risk significant correlation. The better the credibility of the retailer, consumer financial perceived risk is lower. In addition, the product features have a significant impact on consumer shopping intentions and behavior, product attributes significantly affect the risk of consumer awareness.The results of this study, allows online retailers to attract consumers recognize, must first make consumers feel reliable online businesses, providing a rich and accurate product information, good sales and after-sales service. Online consumers a higher price sensitivity, merchants should be possible to provide shopping advantage. Different demographic factors on cognitive differences online retail business you could provide the basis for the development of effective marketing strategies to help them understand the different consumers to take different measures and carry out market segmentation.Keywords technology acceptance model consumer awareness of online retailers feature consumer characteristics of the product classification目录摘要 (I)Abstract (III)第1 章绪论 (6)1.1 课题背景 (6)1.1.1 国内研究现状 (6)1.1.2 国外研究现状 (6)1.2 研究目的 (7)1.3 研究内容和方法 (8)1.3.1 研究的内容 (9)1.3.2 研究方法 (9)第2 章奢侈品网上消费的相关基础知识和理论................................,.. (11)2.1 奢侈品的缘起 (11)2.2奢侈品的定义 (12)2.3 奢侈品的特征 (13)第3 章我国奢侈品网站的消费者行为 (15)3.1 影响消费行为的因素 (15)第4章我国奢侈品网络消费存在的问题以及建议 (19)4.1我国奢侈品网络消费存在的问题以及建议 (19)第5 章总结 (20)参考文献 (21)第1章绪论1.1 课题背景随着电子商务发展，在很多观察家看来，经过近十年的培育，当前电子商务已经从少年步入青年，用户基数和年龄层次已经足以支撑更为庞大的电子商务市场。