消费者网购意愿影响因素分析

Analysis of the Influencing Factors of Consumers’ Online Shopping Intentions

摘要: 随着经济的发展和科技的进步，人们的购物生活方式发生了极大的变化。特别是在人们的购物过程上，随着互联网和电子商务的普及，大多数人的购物模式也渐渐从以前的地域性线下实体购物模式转变成了网络购物模式。而因为网络的开放性、普及性，那些在网络上开设店铺的商家，尽管面对着更大的消费市场和更多的潜在消费者，但同样也面临的是更为严酷和激烈的竞争。为帮助网络商家指引提升自身竞争力的方向，本文从影响消费者选择店铺的诸多因素中选取了最具代表性的16个因素，采用问卷调查法收集数据，通过探索性因子分析，从中归纳出四个核心因子，并将其分别命名为服务水平、服务评价、促销力度、物流支持。研究它们对于消费者网购意愿的影响。结果表明：服务水平、服务评价和消费者网购意愿具有强烈的正相关关系。促销力度、物流支持和店铺网购意愿两者间的相关性不是很显著，但也有一定的正相关关系。

Abstract: With the development of economy and technology, people’s shopping lifestyle has changed greatly. Especially in the process of people’s shopping, with the popularity of Internet and e-commerce, most people’s shopping mode has gradually changed from the former regional offline entity shopping mode to the online shopping mode. Because of the openness and popularity of the network, those businesses that open stores on the network, although facing a larger consumer market and more potential consumers, are also facing more severe and fierce competition. In order to help online merchants guide the direction of improving their competitiveness, this paper selects the most representative 16 factors from the many factors that affect consumers’ choice of stores, collects data by questionnaire survey method, and summarizes four core factors through exploratory factor analysis, which are named as service level, service evaluation, promotion strength, and logistics support. This paper examines their impact on consumers’ willingness to shop online. The results show that there is a strong positive correlation between service level, service evaluation and consumers’ online shopping intention. The correlation between promotion intensity, logistics support and store online shopping intention is not very significant, but there is a certain positive correlation.