摘 要
互聯(lián)網(wǎng)的快速發(fā)展開(kāi)啟了全新的網(wǎng)上購(gòu)物的時(shí)代，但是目前網(wǎng)上購(gòu)物在我國(guó)仍處于起步階段，大多數(shù)消費(fèi)者還沒(méi)有從嘗試性購(gòu)買階段過(guò)渡到習(xí)慣性購(gòu)買階段，因此，如何提高消費(fèi)者的網(wǎng)上購(gòu)買意向，就成為了本文的研究問(wèn)題。
本文選取網(wǎng)上購(gòu)物市場(chǎng)發(fā)展較快的B2C電子商務(wù)市場(chǎng)為研究對(duì)象，同時(shí)以3C類產(chǎn)品為例，在總結(jié)國(guó)內(nèi)外相關(guān)理論研究的基礎(chǔ)上，以顧客感知價(jià)值作為研究的切入點(diǎn)，探討了在B2C電子商務(wù)的環(huán)境下，顧客感知價(jià)值的概念、維度及其驅(qū)動(dòng)因素，以及其對(duì)消費(fèi)者購(gòu)買意向的影響作用。
在前人研究成果的基礎(chǔ)之上，結(jié)合我國(guó)B2C電子商務(wù)購(gòu)物環(huán)境的特點(diǎn)，本文從產(chǎn)品感知質(zhì)量、網(wǎng)站服務(wù)質(zhì)量和顧客成本三個(gè)方面構(gòu)建了顧客感知價(jià)值與購(gòu)買意向關(guān)系的理論模型。其中產(chǎn)品感知質(zhì)量從產(chǎn)品的績(jī)效、易用性、耐久性和聲望四個(gè)方面進(jìn)行描述，網(wǎng)站服務(wù)質(zhì)量以網(wǎng)站的信息質(zhì)量、效率、響應(yīng)性、可靠性和保密性來(lái)衡量，而顧客成本則包括貨幣成本、時(shí)間成本、精神成本和體力成本四個(gè)維度。本文采用理論研究和實(shí)證研究相結(jié)合的方法，通過(guò)委托第三方調(diào)查機(jī)構(gòu)對(duì)近400名網(wǎng)上消費(fèi)者進(jìn)行問(wèn)卷調(diào)查，使用SPSS 16.0對(duì)搜集的數(shù)據(jù)進(jìn)行因子分析、相關(guān)分析和回歸分析，實(shí)證結(jié)果基本上驗(yàn)證了本研究提出的假設(shè)，得出的研究結(jié)論如下：
（1）效用價(jià)值、享樂(lè)價(jià)值和關(guān)系價(jià)值構(gòu)成了B2C電子商務(wù)環(huán)境下的顧客感知價(jià)值，其中，享樂(lè)價(jià)值相對(duì)于效用價(jià)值和關(guān)系價(jià)值，對(duì)消費(fèi)者網(wǎng)上購(gòu)物意向的影響效果最為明顯；
（2）產(chǎn)品的績(jī)效和易用性，網(wǎng)站的信息質(zhì)量和效率，這四方面因素對(duì)B2C電子商務(wù)環(huán)境下消費(fèi)者的效用價(jià)值有積極的正向影響；
（3）產(chǎn)品的績(jī)效、易用性、耐久性、聲望，網(wǎng)站的效率、響應(yīng)性、可靠性和保密性，這八個(gè)方面因素對(duì)B2C電子商務(wù)消費(fèi)者的享樂(lè)價(jià)值都有比較積極的正向影響；
（4）產(chǎn)品的易用性、耐久性和聲望，網(wǎng)站的響應(yīng)性和保密性對(duì)B2C電子商務(wù)消費(fèi)者的關(guān)系價(jià)值有較為積極的正向影響；
（5）在B2C電子商務(wù)環(huán)境下，顧客成本的具體內(nèi)容相較于傳統(tǒng)購(gòu)物環(huán)境發(fā)生了一定的變化，其各個(gè)構(gòu)成維度都對(duì)顧客感知價(jià)值有不同程度的負(fù)向影響。

關(guān)鍵詞 B2C； 電子商務(wù)； 感知價(jià)值； 購(gòu)買意向


Abstract
The rapid development of the Internet opens up a new ear for internet shopping, but internet shopping has just been in its childhood in China, most of the customers only regards internet shopping as an attempt, not a habit. So, how to promote the customers’ purchase intention becomes the main research focus of this paper.
This paper selects the fast developing internet shopping market-B2C e-commerce market-as the research object, meanwhile takes the 3C products as survey examples. On the basis of summarizing the domestic and foreign relevant theory researches, this paper regards customer-perceived-value as the entry point of the research, and then explores the concept, dimensions and its driving factors of customer-perceived-value, and also its influences on the purchase intention of the customers under the B2C e-commerce environment.
On the basis of predecessors' achievements, combing the features of China’s B2C e-commerce environment, this paper structures a theoretical model between customer-perceived-value and customer purchase intention from three dimensions: product perceived quality (including performance, ease-of-use, durability and prestige), website service quality (including information quality, efficiency, responsiveness, reliability and privacy) and customer cost (including monetary, time, psychic and physic cost). This paper combines both theoretical method and empirical method, surveys nearly 400 internet customers through entrusting a third-party investigation organization, and then analyzes the collected data using factor analysis, correlation analysis and regression analysis with SPSS 16.0; finally, the analysis results support our hypothesis. The main conclusions are showed as follows:
(1)Utilitarian value, hedonic value and relationship value consist of the customer-perceived-value in B2C e-commerce environment and hedonic value affects the customers’ internet purchase intention most.
(2)Factors of performance, ease-of-use, information quality and efficiency have respectively positive effect on customers’ utilitarian value in B2C e-commerce environment.
(3)Factors of performance, ease-of-use, durability, prestige, efficiency, reliability, responsiveness and privacy have respectively positive effect on customers’ hedonic value in B2C e-commerce environment.
(4)Factors of ease-of-use, durability, prestige, responsiveness and privacy have respectively positive effect on customers’ relationship value in B2C e-commerce environment.
(5)Different from the traditional shopping environment, the content of customer cost changes in B2C e-commerce environment, every aspect of the customer cost has negative effect on customer-perceived-value.

Key words: B2C; e-commerce; customer-perceived-value; purchase intention

目 錄
摘 要 I
目 錄 III
第1章 緒論 1
1.1 研究背景和意義 1
1.1.1 研究背景 1
1.1.2 研究目的和意義 2
1.2 國(guó)內(nèi)外研究現(xiàn)狀及評(píng)述 3
1.2.1消費(fèi)者網(wǎng)上購(gòu)買意向的國(guó)內(nèi)外研究 3
1.2.2 國(guó)內(nèi)外研究現(xiàn)狀的評(píng)述 7
1.3 本文的研究?jī)?nèi)容總述 8
1.3.1 主要研究?jī)?nèi)容 8
1.3.2 技術(shù)路線 9
1.3.3 研究方法 9
1.4 本文的創(chuàng)新點(diǎn) 10
第2章 論文研究的相關(guān)理論基礎(chǔ) 11
2.1 顧客感知價(jià)值理論 11
2.1.1 顧客感知價(jià)值..