摘要......................................................................................................................Ⅰ Abstract.......................................................................................................................Ⅱ 目录......................................................................................................................Ⅲ 第1章绪论..................................................................................................................1 1.1研究背景............................................................................................................1 1.2研究问题及意义.................................................................................................6 1.3研究方法.............................................................................................................7 1.4研究内容及结构.................................................................................................7 第2章理论背景..........................................................................................................9 2.1网络购买动机研究.............................................................................................9 2.2网络购买动机的影响因素...............................................................................12 第3章研究设计与方法............................................................................................14 3.1研究设计........................................................................................................14 3.2研究方法..........................................................................................................14 3.3数据收集与人口统计学特征..........................................................................28 第4章结果分析........................................................................................................30 4.1选择不同购物平台的购买动机......................................................................30 4.2消费者购买动机的影响因素..........................................................................35 第5章结论与展望....................................................................................................40 5.1研究结论..........................................................................................................40 5.2理论贡献..........................................................................................................40 5.3管理启示..........................................................................................................41 5.4研究不足与展望...............................................................................................43