顾客参与网络交易的激励机制实证研究

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浙江财经学院硕士学位论文

摘要

网络购物市场竞争日益激烈，赢得顾客是电子商务企业获取和保持竞争优势

的关键。企业传统营销策略对顾客网络购物的影响程度如何？企业实施的营销组

合是否能在在线购物环境中继续保持优势？目前，国内外学者缺乏对此专门研究，

尤其是电子商务企业采取的各种营销措施对消费者在线购买行为产生影响的内在

机制，国内学界对此缺乏有深度的规范和实证研究。

本文在文献研究的基础上，结合消费者行为模式，从电子商务激励出发，分

析财务激励、便利性激励、增值激励对顾客网络交易行为的影响机制。为了深入

揭示该影响机制，本文引入顾客信任作为中介变量，网络交易成本作为调节变量，

提出了本文的研究假设，并构建了顾客参与网络交易激励机制的研究模型。

根据相关文献对研究模型中的变量进行了操作性定义，并设计了研究问卷和

调研方案。通过对有网络购物经验的调研对象进行在线调查和现场调查，收集了

562 份有效问卷，并采用 SPSS17.0 进行数据分析。可靠性分析和探索性因子分析

表明所有研究变量都具有可接受的信度、良好的聚合效度和一定的区分效度。相

关性分析表明各假设中变量之间具有显著的线性相关关系，这为回归分析提供了

前提条件。采用多元回归分析确定了财务激励、便利性激励、增值激励对网络交

易意向的影响情况，分析了顾客信任的中介作用以及网络交易成本的调节作用。

根据多元回归的结果，本文分析了研究假设的检验情况，并得出以下研究结论。

结论一：财务激励、便利性激励对消费者网络交易意向有显著的正向影响，

其中便利性激励的影响比财务激励大。增值激励与消费者网络交易意向有显著的

正相关关系，但是增值激励对消费者网络交易意向没有直接的促进作用。

结论二：顾客信任是电子商务激励对消费者网络交易意向产生影响的作用机

制中一个重要的中介变量。其中，顾客信任在便利性激励影响网络交易意向的路

径中所起的中介效用大于其在财务激励对网络交易意向产生影响的路径中所起的

中介效用。由于增值激励对网络交易意向的多元回归系数不显著，不具备分析中

介作用的前提，本文研究结果不支持顾客信任对增值激励与网络交易意向之间的

关系具有中介作用的假设。但是，增值激励通过顾客信任对网络交易意向产生显

著的间接影响。

结论三：网络交易成本负向调节财务激励与网络交易意向的关系，正向调节

增值激励与网络交易意向的关系、增值激励与顾客信任的关系。网络交易成本在

便利性激励与网络交易意向、财务激励与顾客信任、便利性激励与顾客信任、顾

浙江财经学院硕士学位论文

客信任与网络交易意向之间的关系中不存在显著的调节作用。

本文的理论意义在于比较全面和深入地研究了电子商务激励对顾客网络交易

行为的影响机制。研究结论对电子商务企业吸引和保持客户有重要的指导意义。

从电子商务企业的角度，提出了五方面具体的营销建议：(1)合理地实施财务激励；

(2)使网络交易变得更具便利性；(3)实施增值激励，培养顾客忠诚；(4)提高可信

度，增强顾客信任；(5)谨慎对待网络交易成本，追求最优营销组合。

本文的创新之处主要表现在三个方面：(1)验证了财务激励、便利性激励对网

络交易意向具有显著影响的假设，并且揭示增值激励对网络交易意向没有显著的

直接影响；(2)验证了顾客信任在财务激励与网络交易意向、便利性激励与网络交

易意向关系的中具有中介作用的假设，并揭示了顾客信任在增值激励与网络交易

意向的关系中具有重要“桥梁”作用；(3)验证了网络交易成本对财务激励与网络

交易意向、增值激励与网络交易意向、增值激励与顾客信任之间关系具有调节作

用的假设。

关键词：财务激励；便利性激励；增值激励；顾客信任；交易成本

浙江财经学院硕士学位论文

III

ABSTRACT

As competitions in the online shopping market present fierce in our country, how to

acquire customers is critical for e-commerce companies to get and maintain the

advantages of competition. How much traditional marketing strategies motivate online

customers? Can marketing mix still keep advantages in the online shopping context? At

present few scholars specialize in this, especially the mechanism on how e-marketing

strategies motivate online buying by normative and empirical research.

Based on literature reviews, given to models of consumer behavior, hypotheses

concerning direct effect, mediator effect and moderating effects on online transaction

intention are supposed, and a model for researching motivating mechanism of online

customers is suggested, which includes three predictor variables (financial incentive,

convenience, value-added incentive), one mediator(customer trust) and one

moderator(online transaction cost).

Then, operational definitions of the five variables in the model are given and the

research questionnaire is designed. People who have online buying experience are

participants in the survey. 465 valid questionnaires were collected by both online

surveys and traditional surveys. The data is analyzed by Reliability Analysis and

Exploratory Factor Analysis, which show the scales for the constructs appear acceptable

reliability and good validity. Then, Correlations Analysis is engaged and suggests all

relationships in the research model are remarkable linear relationship, providing

conditions for Multiple Linear Regression (MLR). MLR is employed to test hypothesis

of the research model. According to the reports, the paper analyzes tests of hypotheses

and draws three conclusions as follows:

Firstly, both financial incentive and convenience perform a positive significant

influence on online transaction intention and the impact of convenience is greater than

that of financial incentive. Though value-added incentive has a remarkable positive

linear relationship to online transaction intention, direct influence is not significant.

Secondly, customer trust is a vital mediator in motivation mechanism of online

customers. The mediator effect of customer trust in the relationship between

convenience and online transaction intention is more than that in the relationship

between financial incentive and online transaction intention. As the coefficient of

浙江财经学院硕士学位论文

value-added incentive in MLR do not reach a significant level, the assumption that

customer trust mediates the relationship between value-added incentive and online

transaction intention is not supported.

Thirdly, online transaction cost negatively moderates the relationship between

financial incentives and online transaction intention. And it positively moderates the

relationship between value-added incentives and online transaction intention and the

relationship between value-added incentives and customer trust. However, the

moderating effect of online transaction cost in other relationship studied in this paper

is not remarkable.

This paper probably has theoretical meaning that an all-around and deep research is

carried out on the motivating effect of e-commerce incentive to online buying.

Conclusions also give practical implications for e-commerce companies to attract and

retain customers. Suggestions are made in five ways: (1) properly taking use of

financial incentive; (2) making online transactions more convenient; (3) taking

value-added incentives to build customer loyalty; (4) enhancing credibility to get more

trust from customers; (5) carefully considering online transaction cost to achieve an

optimal marketing mix.

Innovations of this article probably perform in the following sides: (1) verifying that

both financial incentive and convenience perform a positive significant influence on

online transaction intention, but value-added incentive does not have a significant effect;

(2) verifying that customer trust has mediator effect in the relationship between

convenience and online transaction intention and the relationship between financial

incentive and online transaction intention, but in the relationship between value-added

incentive and online transaction intention; (3) verifying that the moderating effect of

online transaction cost in the relationship between financial incentive and online

transaction intention, value-added incentive and online transaction intention,

value-added incentive and customer trust.

Keywords: Financial incentive; Convenience; Value-added incentive; Customer trust;

Transaction cost

浙江财经学院硕士学位论文

第一章绪言 ··················································································································1

第一节研究背景 ···································································································1

第二节研究意义与创新之处················································································3

第三节研究框架 ···································································································4

第四节研究方法 ···································································································5

第二章文献综述与问题提出·······················································································6

第一节有关网络交易问题国内外研究综述 ························································6

第二节有关电子商务激励问题国内外研究综述 ················································9

第三节有关网络信任问题国内外研究综述 ······················································ 12

第四节有关网络交易成本问题国内外研究综述 ·············································· 15

第五节文献评述与研究问题·············································································· 19

第三章理论基础与研究假设····················································································· 21

第一节理论基础 ································································································· 21

第二节研究假设 ································································································· 24

第三节研究模型 ································································································· 28

第四章研究设计 ········································································································ 29

第一节变量界定 ································································································· 29

第二节问卷设计 ································································································· 32

第三节调研设计 ································································································· 33

第四节数据分析方法·························································································· 34

第五章实证分析 ········································································································ 35

第一节描述性统计分析······················································································ 35

第二节信度分析与效度分析·············································································· 37

第三节相关性分析······························································································ 42

第四节电子商务激励与网络交易意向的回归分析··········································· 43

第五节顾客信任的中介作用分析 ······································································ 44

第六节网络交易成本的调节作用分析 ······························································ 46

第七节研究小结及模型修正·············································································· 49

第六章研究结论及营销建议····················································································· 52

第一节研究结论 ································································································· 52

第二节营销建议 ································································································· 54

结束语··························································································································59

参考文献 ······················································································································ 60

附录一··························································································································67

附录二··························································································································69

附录三··························································································································73

致谢······························································································································ 74

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摘要：

浙江财经学院硕士学位论文I摘要网络购物市场竞争日益激烈，赢得顾客是电子商务企业获取和保持竞争优势的关键。企业传统营销策略对顾客网络购物的影响程度如何？企业实施的营销组合是否能在在线购物环境中继续保持优势？目前，国内外学者缺乏对此专门研究，尤其是电子商务企业采取的各种营销措施对消费者在线购买行为产生影响的内在机制，国内学界对此缺乏有深度的规范和实证研究。本文在文献研究的基础上，结合消费者行为模式，从电子商务激励出发，分析财务激励、便利性激励、增值激励对顾客网络交易行为的影响机制。为了深入揭示该影响机制，本文引入顾客信任作为中介变量，网络交易成本作为调节变量，提出了本文的研究假设，并构建了顾客参与...

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