摘要随着互联网的普及,网络购物受到越来越多的人的追捧,已经成为网民网络生活中不可缺少的一部分。弄清楚男女消费者网络购物的差别以及哪些因素会造成这种现象对商家来说变得越来越重要。本文就是研究为什么不同性别的消费者在网络购物意向的影响因素上会有不同的态度。本文首先分析了性别差异理论和网络购物意向理论,介绍了技术接受模型。对国内外相关资料的探究,构建本文的框架和研究模型。本文认为,性别差异之所以会对网络购物造成一定的影响是因为男女消费者在一些因素上的认知差异,比如创新性接受度、风险感知能力、售后服务、价格敏感程度等。在实证部分,利用专业的数据分析软件对问卷信息进行分析,根据数据结果对本文中的假设进行验证。结果表明,售后服务、风险感知能力、价格敏感程度对网络购物意向影响较为显著。男性消费者比较关注创新性,而女性则对网络互动、价格感知、售后服务等更为敏感。在本文的最后会根据研究的结果对商家提出营销建议。43425

毕业论文关键词：性别差异；网络购物意向影响因素 

Studies on The Gender Differences of The Factors Affecting Online Shopping Intentions

Abstract

With the widespread of the Internet, online shopping more and more people sought after, have become indispensable in the life of net part. Consumers to figure out the difference between men and women online shopping and what factors cause this phenomenon is becoming increasingly important for businesses. This paper is to study how gender factors in the consumer online shopping intention to have a different attitude. This paper analyzes the theory and gender differences in online shopping intention theory, introduced the technology acceptance model. Explore the domestic and foreign relevant information, build the framework and research model in this paper. This paper argues that the reason why gender differences have a certain impact of online shopping because consumer awareness of gender differences in some factors, such as the acceptance of innovation, risk perception, service, price sensitivity and so on. In the empirical part, the use of professional data analysis software to analyze the information questionnaire, based on the results of the data in this article hypotheses. The results showed that after-sales service, risk perception, price sensitivity on online shopping intention more significant. Male consumers are more concerned about innovation, while women are more sensitive to network interaction, perception of price, service and so on. In the last will of the business results of the study presented in this paper based on marketing recommendations.

Key Words: Gender differences；  The factors affecting online shopping intention

目  录

摘  要 I

Abstract II

目  录 III

一 绪论 1

（一）研究背景 1

（二）研究目的与意义 1

（三）研究方法 1

（四）研究思路与结构 2

二 理论基础和文献综述 3

（一）性别差异的相关理论 3

（二）网络消费意向的相关理论 4

三 影响网络消费意向的性别差异研究模型 5

（一）研究思路和模型构架 5

（二）研究假设及变量测定