网络市场发展的早期，蒙古拥有222万互联网用户，他们在在线购物市场上具有巨 大的潜力。如今，在线购物变得越来越流行。为了吸引客户，企业家 不断改革和创新 他们销售的产品，并且有很多方法。本文将使用一群在蒙古国家电子商务网站上购物 经验丰富的 18至 60 岁的在线购物用户进行调查。 首先借助文献资料对客 户的行为技术接收模式等和购买意愿原理间的关联进行了 梳理，从而总结出了蒙古国线上购物的特点，并建立了使在线购物客户行为受到影响 的模型，并提出了生意人假设。然 后，通过与具有在线购物经验的蒙古消费者和一些 相关学者的访谈，结合文献综述和重点，提取出调查项目，设计问卷并在蒙古进行大 规模分发以进行调查，最后运用 SPSS26.0 软件来完成对问卷信息的统计研究，运用 AMOS 模型分析该车客户线上购物行为的模型路径。 通过实证分析，本文得出如下几个研究结论：外部因素中的物流配送水平对感知 风 险、感知易用性、感知有用性与信任度具有显著的影响，在此次研究当中，客户意 愿受信任度以及其对购物平台易用性等的影响极为明显，而受风险感知的影响则相对 较小。从 感知方面来说，客户对易用性的感知并不会使购买意愿受到直接影响，而是 使购买意愿受到较为明显的间接性影响。但客户的感知有效则会受到感知易用较为明 显的影响。对风 险的感知则会使信任度受到极为明显的影响。但对风险的感知使购买 意愿受到的影响为正相关，不过不明显。信任度对购买意愿的的影响非常显著。在网 购的主要产品方面，蒙 古消费者网购的产品主要有“服装鞋帽、演票、付款（手机卡， TV 卡）、火车与飞机票”。最后提出了相关的对策建议。 关键字：消费者意愿，影响因素，网上购物，网购消费 者II Abstract Mongolia has 2.2 million Internet users in the early stage of the development of Internet market, which has great potential for online shopping market. Nowadays, online shopping is becoming more and more popular. In order to attract customers, businesses continue to reform and innovate the products they sell. This paper will take the online shopping user group who has shopping experience in Mongolian national e-commerce website as the research survey. First of all, through literature review, this paper combs the relationship among consumer behavior, technology acceptance model, consumer perceived value and purchase intention theory, proposes the characteristics of online shopping in Mongolia, constructs the influencing factor model of online shopping consumer behavior, and puts forward the hypothesis. Then through interviews with Mongolian consumers and some scholars who have experience in online shopping, combined with literature review and key points, the survey items are extracted, the questionnaire is designed and distributed in Mongolia on a large scale for investigation. Finally, spss 26.0 software is used for statistical analysis of the survey results. Through empirical analysis, this paper draws the following conclusions: the level of logistics distribution in external factors has a significant impact on perceived risk, perceived ease of use, perceived usefulness and trust. In this study, customer intention is greatly affected by trust and its impact on the ease of use of shopping platforms, while the impact of risk perception is relatively small. From the perspective of perception, the customer's perception of ease of use will not directly affect the purchase intention, but will indirectly affect the purchase intention. However, the perceived effectiveness of customers will be significantly affected by perceived ease of use. The perception of risk will have a significant impact on trust. However, the perception of risk makes the impact of purchase intention positive, but not obvious. The influence of trust on purchase intention is very significant. In terms of the main products of online shopping, Mongolian consumers' online shopping products mainly include "clothing, shoes and hats, performance tickets, payment (mobile phone card, TV card), train and plane tickets". Finally, the paper puts forward the relevant countermeasures and suggestions. Keywords: consumer behavior, influencing factors, online shopping, online shopping consumersIII 目录 第一章 绪 论........................................................................................................................................1 1.1 研究背 景............................................................... 1 1.2 研究目的和意义......................................................... 3 1.2.1 研究 目的 ....................................................... 3 1.2.2 研究意义 ....................................................... 3 1.3 国内外研究现 状......................................................... 3 1.3.1 国内网购消费研究综述 ........................................... 3 1.3.2 国外研究现状 ................................................... 5 1.4 研究方法及框架思路..................................................... 7 1.4.1 研究方法 ....................................................... 7 1.4.2 研究思路 ....................................................... 7 1.4.3 技术路线 ....................................................... 7 第二章 网络购物行为相关理 论........................................................................................................9 2.1 网购的相关理 论......................................................... 9 2.1.1 网购的定义和特点 ............................................... 9 2.1.2 网购与传统的实体 购物不同点 ..................................... 9 2.2 消费者购买行为理论及影响因素 .......................................... 10 2.2.1 消费者购买意愿理论 ............................................ 10 2.2.2 消费者购买行为影响因素 ........................................ 11 2.3 技术接受模型理论和实践研究 ............................................ 11 2.3.1 技术接受模型理论 .............................................. 11 2.3.2 技术接受模型的实际应用 ........................................ 14 第三章 理论模型与研究假 设..........................................................................................................15 3.1 理论模 型.............................................................. 15 3.2 研究变量和硏究假设.................................................... 15 3.2.1 物流 配送水平 .................................................. 15 3.2.2 购物网站质量 .................................................. 16 3.2.3 感知易用 ...................................................... 16 3.2.5 感知有用 ...................................................... 17 3.2.6 感知风险 ...................................................... 17IV 3.2.7 信任度 ........................................................ 18 3.3 问卷设 计.............................................................. 18 3.3.1 问卷调查对象 .................................................. 18 3.3.2 问卷调查内 容 .................................................. 18 3.3.3 问卷发放与回收情况 ............................................ 18 3.4 变量测 量.............................................................. 19 第四章 数据分析与实证研 究............................................................................................................22 4.1 样本信 息.............................................................. 22 4.2 问卷信度分析.......................................................... 25 4.3 效度分 析.............................................................. 25 4.4 相关性分析............................................................ 27 4.5 回归分 析.............................................................. 28 4.5.1 自变量与因变量回归分析 ........................................ 28 4.5.2 中介变量与 因变量回归分析 ...................................... 29 4.5.3 自变量与中介变量回归分析 ...................................... 30 4.6 数据结果分 析.......................................................... 32 4.7 路径分析.............................................................. 33 4.8 本章小 结.............................................................. 34 第五章 结论与建 议..............................................