论文题目：Customers Perception Towards Online Shopping from Web Dukan Online Store
摘要：随着电子商务和在线购物在世界各地的迅速发展,网上商店之间的竞争也越来越激烈,消费感知是影响消费者购买意愿的主要因素之一,因此识别和探索在线购物感知和在线购物意向之间的关系,可以帮助开展在线业务的企业更好的理解消费者需求,从而提高在线商店的市场竞争能力。本文以阿富汗最早开展网上购物业务的一家零售商店WebDukaan为研究对象,试图从消费者感知的视角了解阿富汗消费者对网上购物的看法以及影响他们在阿富汗网上购物决定的因素。文献研究表明,影响消费者网上购物感知的主要因素有六个,其中三个是与技术导向的感知如服务感知、网络质量感知和移动应用感知;另外三个是顾客导向的感知,包括信任感知、产品感知和购物体验感知。本文采用SPSS软件对通过问卷调查收集到的数据进行分析,研究结果表明,在阿富汗,以顾客为导向和以技术为导向的感知都会影响顾客的网上购物感知,然而以客户为导向的因素对顾客网上购物意愿的影响更大;而在三个以顾客为导向的因素中产品感知的影响力最大,因此拥有优质产品对网上商店尤其重要。建议WebDukaan在其特色产品的基础上增加更多的独家产品。此外,注意为消费者提供更好的购物体验,从而增加客户的信任度。由于目前关于在欠发达国家和第三世界国家网上购物的研究相对较少,因此本研究既填补了研究的空白,又可以用于指导WebDukaan网上商店的日常经营工作,同时也可以为其他想进入阿富汗网络购物市场的企业提供有价值的市场数据和决策参考。
关键词：客户感知;客户意愿;阿富汗;在线商店
学科专业：MBA（专业学位）
ABSTRACT
摘要
ACKNOWLEDGMENTS
CHAPTER ONE INTRODUCTION
1.1 BACKGROUND TO THE RESEARCH
1.2 NECESSITY AND OBJECTIVES
1.3 RESEARCH QUESTIONS AND HYPOTHESIS
1.3.1 Main question
1.3.2 Sub questions
1.3.3 Main Hypothesis
1.3.4 Sub Hypotheses
1.4 RESEARCH MODEL AND VARIABLES TALBE
CHAPTER TWO LITERATURE REVIEW
2.1 ONLINE SHOPPING
2.2 ONLINE SHOPPING INTENTION
2.3 ONLINE SHOPPING PERCEPTION
2.4 FACTORS INFLUENCING CUSTOMER PERCEPTION
2.4.1 Trust
2.4.2 Product(Price,Quality,variety)
2.4.3 Shopping Experience
2.4.4 Service perception
2.4.5 Web quality
2.4.6 Mobile APP
2.5 The framework
CHAPTER THREE WEBDUKAAN INTRODUCTION
3.1 COMPANY DESCRIPTION
3.2 STRUCTURE
3.3 OPERATION CYCLE
3.4 PRODUCTS STRATEGY
3.5 WEBSITE
3.6 Mobile APP
3.7 STATISTICS
3.7.1 ORDERS AND SALES
3.7.2 USERS AND THEIR ORDER CHANNELS
3.8 STRATEGICAL GOALS
CHAPTER FOUR METHODOLOGY AND DATA ANALYSIS
4.1 RESEARCH DESIGN AND SAMPLING
4.2 QUESTIONNAIRE DESIGN
4.3 DATA COLLECTION METHOD
4.4 DATA ANALYSIS METHOD
4.5 ANALYSIS OF DATA
4.5.1 Gender and online shopping
4.5.2 Age and online shopping
4.5.3 Income and Online shopping
4.5.4 Internet surfing time and online shopping
4.5.5 Respondents familiarity and experience shopping from Webdukaan
4.5.6 preferred channels to order and contact online store
4.6 ANALYZING FACTORS INFLUENCE CUSTOMERS’INTENTION
4.6.1 Trust Perception and Online Shopping
4.6.2 Product Perception and Online Shopping
4.6.3 Shopping Experience Perception and Online Shopping
4.6.4 Service perception and Online Shopping
4.6.5 Web quality Perception and Online Shopping
4.6.6 Mobile APP Perception and Online Shopping
CHAPTER FIVE CONCLUSIONS AND IMPLICATIONS
5.1 GENERAL CONCLUSION OF RESEARCH FINDINGS
5.2 IMPLICATIONS OF RESEARCH FINDINGS AND SUGGESTIONS
5.3 LIMITATIONS AND FUTURE RESEARCH
REFERENCES
注释