网络消费者行为与电子商务服务质量关系研究
Research on the Relationship between Internet Consumer Behavior and E-commerce Service Quality
所属学科:管理学
发布时间:2022-02-14 12:51:23
47
0
(含英文论文、中文论文、答辩视频、答辩PPT)
69.00
CTU-MBA 41期 郑同学
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9

作业

1

论文

摘要

摘要

近年来,随着信息技术的快速发展,以及互联网技术的普及,电子商务呈现出一种井喷势。与传统的线下购物相比,电子商务存在诸多不确定因素,消费者既不能接触到商品实物、感受到实体空间,也无法与商家进行面对面地沟通与交流,较容易发生服务失误以及消费者不满现象。现实中,电子商务存在的服务失误较多,导致消费者对电商提供的广告宣传、商品质量、售后服务等提出质疑。

本文通过回顾以往相关文献,将电子商务平台个性化推荐的测量维度概括为推荐方式、推荐强度、推荐方式、交互性、安全性,以感知信任为中介变量,购买意愿为因变量,基于S-O-R理论构建了研究模型,探究电子商务平台个性化推荐通过对感知信任产生影响进而影响购买意愿。研究结果显示,电子商务平台个性化推荐的各个测量维度正向影响消费者感知信任;感知信任正向影响购买意愿;感知信任在电子商务平台个性化推荐与消费者购买意愿间起到部分中介作用。在此基础上,提出从规范信息编排、合理控制推荐次数、推荐方式多样化、建立有效互动方式、加强电子商务平台监管五个方面来进一步优化个性化推荐服务。

ABSTRACT

ABSTRACT

 

In recent years, with the rapid development of information technology and the popularization of Internet technology, e-commerce presents a "blowout" trend. Compared with the traditional offline shopping, there are many uncertain factors in e-commerce. Consumers can't get in touch with the physical goods and feel the physical space, and can't communicate with the merchants face to face, which is more likely to cause service errors and consumer dissatisfaction. In reality, there are many service errors in e-commerce, which leads consumers to question the advertising, product quality and after-sales service provided by e-commerce.

In this paper, the measurement dimensions of personalized recommendation on e-commerce platform are summarized as recommendation mode, recommendation intensity, recommendation mode, interactivity and security. With perceived trust as the intermediary variable and purchase intention as the dependent variable, a research model is constructed based on S-O-R theory to explore that personalized recommendation on e-commerce platform affects purchase intention by influencing perceived trust. The results show that each measurement dimension of personalized recommendation of e-commerce platform positively affects consumers' perceived trust. Trust positively affects purchase intention; Perception plays a partial intermediary role between personalized recommendation of e-commerce platform and consumers' purchase intention. On this basis, it is proposed to further optimize personalized recommendation service from five aspects: standardizing information arrangement, reasonably controlling recommendation times, diversifying recommendation methods, establishing effective interaction methods and strengthening supervision of e-commerce platform.

【关键词】电子商务;服务;影响
【Keywords】e-commerce; Services; affect
69.00
(含英文论文、中文论文、答辩视频、答辩PPT)

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