Research on the Impact of Online Shopping Experience on Consumers' Willingness to Purchase yu'e Bao Products

网购体验对于消费者购买余额宝产品意愿的影响研究

Name: Chengyi Wei

LCSH: Electronic commerce -- Research

Abstract: 近年来，随着电子商务的迅猛发展，越来越多的学者开始将学术视野聚焦于有关网购消费者的购买意愿、购买行为等研究，并取得了丰富的兼具理论和实践意义的研究成果，进一步促进了电子商务的发展。而随着居民收入水平的提高和电子商务的快速发展，消费者行为和消费者心理也变的愈发复杂多样。不同于网购初期仅满足消费者的购买需求，现如今的消费者将更多的关注点聚焦于网购体验，注重网购的整体过程。网购体验又对消费者购买意愿产生着影响，进而影响电子商务企业营收及长远发展。 本研究以余额宝为例研究理财平台网购体验对消费者购买理财产品意愿的影响，采用SPSS 25.0进行回归分析对提出的理论模型因子关系及变量间关系和调查数据进行分析和检验，验证了购买意愿对信息体验、认知体验、情感体验以及关联体验有正向影响，而信息体验、认知体验、情感体验和关联体验会正向影响消费者的购买意愿，其中关联体验对购买意愿的影响最大。在本文研究结论的基础上，结合互联网理财平台的发展现状，为互联网理财平台和产品的设计和营销提出建议，包括以下几点：加强监管信息内容；做好营销宣传，提升平台知名度；平台设计融入情感化设计，提升用户情感体验；平台设计融入用户生活场景，提升用户关联体验。以便这些平台有效调整并改进，方便用户安全快捷的使用相关功能，促进市场良好发展。

Abstract: In recent years, with the rapid development of e-commerce, more and more scholars begin to focus their academic vision on the purchase intention and purchase behavior of online shoppers, and have obtained a wealth of research results of both theoretical and practical significance, which further promotes the development of e-commerce. With the increase of residents' income level and the rapid development of e-commerce, consumer behavior and consumer psychology have become more complex and diversified. Different from the initial stage of online shopping, which only satisfies consumers' purchase needs, today's consumers focus more on online shopping experience and pay attention to the overall process of online shopping. Online shopping experience has an impact on consumers' purchase intention, which in turn affects the revenue and long-term development of e-commerce enterprises. This study takes Yu 'ebao as an example to study the impact of online shopping experience on consumers' willingness to buy financial products. SPSS25.0 is used for regression analysis to analyze and test the factor relationships and the relationships between variables of the proposed theoretical model and the survey data, and it verifies that purchase intention has a positive impact on information experience, cognitive experience, emotional experience and relational experience. Information experience, cognitive experience, emotional experience and relevance experience can positively affect consumers' purchase intention, and relevance experience has the greatest impact on purchase intention. On the basis of the research conclusion of this paper, combined with the development status of Internet financial platforms, the design and marketing of Internet financial platforms and products are proposed, including the following points: strengthen the supervision of information content; Do a good job of marketing publicity to enhance platform visibility; Platform design integrates emotional design to improve users' emotional experience; The platform design integrates into users' life scenes to enhance users' connected experience. In order to effectively adjust and improve these platforms, convenient users to use the relevant functions safely and quickly, and promote the sound development of the market.

Dhurakij Pundit University. Learning Center and Library.

Address: BANGKOK

Email: library@dpu.ac.th

Name: Pornthip Tantivisethsak

Role: Principal Supervisor

Modified: 2567-09-09

Created: 2022

Issued: 2024-09-06

วิทยานิพนธ์/Thesis

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DegreeName: Master of Business Administration (MBA)

Level: Master's Degree

Descipline: Business Administration

Grantor: Dhurakij Pundit University

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