移动电子商务下交易成本影响消费者感知价值的实证研究

After analyzing the main components of transaction costs in mobile e-commerce, the thesis puts forward the hypotheses about the impact of search costs, evaluation costs, payment costs and risk costs on consumers' perceived value, constructs a hypothesized model of the impact of transaction costs on consumers' perceived value in mobile e-commerce, and uses the structural equation model method to conduct a fitting test on the hypothesized model with sample data. The research results show that risk costs, payment costs and evaluation costs are the main costs for consumers to purchase goods online in mobile e-commerce, and all are significantly negatively correlated with consumers' perceived value. Among them, the degree of correlation between risk costs and consumers' perceived value is the highest, while the impact of search costs on consumers' perceived value is not significant. In addition, shoppers' risk attitudes are significantly positively correlated with their risk costs and evaluation costs, and indirectly affect consumers' perceived value through the effects of evaluation costs and risk costs. Finally, based on the research results, the thesis puts forward suggestions for promoting the development of mobile e-commerce in China.

在分析了移动电子商务下交易成本的主要构成后，论文提出了搜寻成本、评价成本、支付成本、风险成本对.消费者感知价值影响的假设，构建了移动电子商务下交易成本对消费者感知价值影响的假设模型，采用结构方程.模型方法利用样本数据对假设模型进行了拟合检验。研究结果表明，风险成本、支付成本、评价成本是移动电子商.务下消费者网上购买商品的主要成本，均与消费者感知价值显著负相关，其中，风险成本与消费者感知价值相关程.度最高，而搜寻成本对消费者感知价值的影响并不显著。此外，购物者的风险态度与其风险成本、评价成本显著正.相关，通过对评价成本、风险成本的作用间接影响消费者感知价值。最后，依据研究结果，论文提出了促进我国移.动电子商务发展的建议。