怀旧产品对消费者网络体验及购买产品的意愿影响研究

怀旧产品对消费者网络体验及购买产品的意愿影响研究(论文15000字)
[摘要]当今社会，网络科技高速发展，人们的生活到处都充满着网络的影子。实体销售也逐渐转向网络销售，网络电商发展越来越成熟，网购的规模和数量也越来越庞大。本文从传统的销售模式分析入手，而后初谈了一下网购老产品的体会，并查阅了相关文献进行分析，接着，分析了消费者网上购买传统现实老产品的心态，最后，根据上述分析，做出了假设，进而研究分析网络购物的五个影响因素，分别是可用性体验、信任体验、交互性体验、审美体验以及营销体验，这五个因素与消费者购买怀旧产品意愿的心态之间的联系。
根据模型和研究假设，设计问卷并发放，对广州地区城市的360名被试者实施在线调查，针对调查目的、调查内容、调查作用制定科学的调查分析流程，共获得有效样本总共350份。通过SPSS22.0软件对调查后的数据进行分析检验假设是否成立。结果表明：随着怀旧产品的唤起，人们会认为网络环境更安全，可信程度更高，网络界面更美观，服务更贴心，一些怀旧老产品在网络上的销量越好，人们越愿意购买。而交互性体验则是间接影响了购买意愿，根据分析结果，本文认为怀旧产品和广告在网络上的营销会提升顾客对网站或网店的信任，以此提升销售业绩。
[关键词]网络体验；怀旧产品；购买意愿
 
[Abstract]In today's society, the rapid development of network technology, people's lives everywhere are full of the shadow of the network. Entity sales have gradually turned to network sales, the development of network electricity supplier is more and more mature, and the scale and quantity of online shopping are becoming more and more huge. This paper starts from the analysis of the traditional sales model, then early to talk about the online shopping experience of old products, and access to the relevant literatures, then analyzed the consumer online purchasing the traditional realistic old product mentality, finally, according to the above analysis, assumptions have been made, and the study of the network shopping five influence factors. Are the availability of experience, interactive experience, trust experience, aesthetic experience and marketing experience, between the five factors and the willingness of consumers to buy the product contact nostalgic mentality.
According to the model and research hypothesis, design questionnaire and payment to the city, Guangzhou and other regions of the 360 subjects in the implementation of the online survey, investigation purpose, content, effect of scientific investigation and analysis of the investigation process, a total of 350 valid samples were obtained. The data after the survey were analyzed by SPSS22.0 software to test the hypothesis. The results show that the more secure the network environment, the higher the credibility, the more beautiful the network interface, the more intimate the service, and the better sales of some old products on the network, the more people are willing to buy. The interactive experience is indirectly affect the purchase intention, according to the analysis results, this paper thinks that nostalgia products on the network marketing need to enhance customer trust in online shopping website or shop, reduce risk, pay attention to product pricing and promotion strategies, in order to improve sales performance.

[Keywords] Virtual experience; Nostalgic consumption; Buying intention

目  录
一、引言    1
二、相关文献综述    2
（一）网络体验研究综述    2
（二）怀旧产品研究综述    3
（三）购买意愿研究综述    4
（四）网络体验对消费者的购买意愿影响研究综述    5
（五）总结    6
三、研究假设    7
（一）研究目的    7
（二）概念模型和研究假设    7
四、研究方法    9
（一）调研对象    9
（二）问卷设计    9
（三）实证分析    11
1.描述性分析    11
2.信度检验    12
3.效度分析    13
4.相关分析    16
5.回归分析    16
五、研究结论和对策建议    19
（一）研究结论分析    19
（二）对策与建议    19
1.优化网站用户界面    19
2.提升顾客信任体验    20
3.注重产品定价，合理利用促销手段    20
（三）未来展望    20
参考文献    22
附录    24
调查问卷    24