毕业设计：基于TAM模型的服饰类海淘网站用户满意度研究.docxVIP

浙江财经大学本科生毕业论文 PAGE I 浙江财经大学本科生毕业论文（毕业设计） PAGE II 基于TAM模型的服饰类海淘网站用户满意度研究 摘要：在网络购物兴起，跨境购物热潮迅速增长的背景下，海淘网购逐渐成为潮流，但海淘网站良莠不齐，用户对网站的满意度也存在差异。本文在吸收前人研究成果的基础上，以技术接受模型为理论依据，建构探讨影响海淘发展的因素，提出基于TAM的用户海淘行为模型。通过对海淘用户的调查问卷，考察海淘用户对海淘的态度，以及影响用户海淘体验的因素，并利用SPSS对模型量表进行分析，并对研究模型进行假设检验，证实了海淘网站的商品质量、商品种类、商品价格、物流、客服等因素均对用户最终使用海淘网站有正向作用，从而为相关海淘网站的发展提供了新的理论依据。 关键词：海淘；用户满意度；技术接受模型；网购用户 A Research about the user satisfaction of the sea Amoy website Which based on TAM model Abstract：The online shopping and cross-border shopping is boom. In the background of the rapid growth of online shopping, Sea Amoy online shopping has become a trend. This paper absorbs the previous research and bases on the Technology Acceptance Model to research the sea Amoy online shopping. Through the sea Amoy users questionnaire to investigate the sea Amoy users scouring the sea, as well as the factors affecting the users sea Amoy experience. Based on TAM, a user behavior model is proposed. The SPSS model is used to analyze the TAM model, and then to test it. The results confirm that the quality of the product, commodity type, commodity price, logistic, customer service and other factors have a positive effect on the users final use of sea Amoy website, and this provides a new theoretical basis for the development of the relevant sea Amoy website. Key words：Sea Amoy online shopping; User satisfaction; Technology Acceptance Model; Online shoppers PAGE 18 目 录 TOC \o 1-3 \h \z \u   HYPERLINK \l _Toc480409430 1 引言  PAGEREF _Toc480409430 \h 2  HYPERLINK \l _Toc480409431 1.1 论题的研究意义  PAGEREF _Toc480409431 \h 3  HYPERLINK \l _Toc480409432 1.2 论题的研究目的  PAGEREF _Toc480409432 \h 3  HYPERLINK \l _Toc480409433 1.3 论题的研究内容  PAGEREF _Toc480409433 \h 4  HYPERLINK \l _Toc480409434 2 海淘现象的起因、分析  PAGEREF _Toc480409434 \h 4  HYPERLINK \l _Toc480409435 2.1 海淘现象的起因  PAGEREF _Toc480409435 \h 4  HYPERLINK \l _Toc480409436 2.2 海淘现象的分析  PAGEREF _Toc480409436 \h 4  HYPERLINK \l