社会与工程心理学研究室知识库

配方奶粉给宝宝的成长提供了必需的营养，奶粉的选择是每位家长首要考虑的问题，面对不同的销售渠道，网购无疑是最方便快捷的办法了。研究影响网购奶粉的因素对于消费者的购买决策、网店卖家的营销提供一定的参考信息，同时对于奶粉网络销售环境的健康发展具有深远的现实意义。 　　本研究通过文献分析、深度访谈以及问卷调查等方法展开研究，采用熟悉度问卷、信任度问卷、信任倾向问卷、满意度问卷和购买意向问卷，调查有效被试336名，其中男性117名，女性219名。本研究采用SPSS13.0版本程序进行描述性统计、t检验和多元分层回归等统计分析，本研究发现以下结果： 　　1. 影响网购奶粉的前三位因素是奶粉的质量、奶粉的品牌和奶粉的营养成分； 　　2. 教育水平越高的消费者越偏向于进口奶源；网龄越长的被试越偏向于进口奶源；其他人口统计学指标差异不显著； 　　3. 性别对熟悉度、信任度、信任倾向、满意度、购买意向均有一定的影响：女性比男性对网购奶粉更熟悉，对常用网站更信任而且具有更高的信任倾向，满意度也较高，购买意向也越高； 　　4. 熟悉度、信任度、信任倾向、满意度以及购买意向间两两相关显著； 　　5. 信任度部分中介信任倾向对购买意向的影响； 　　6. 熟悉度、信任度和满意度对购买意向的影响显著，而信任倾向对购买意向的影响不显著。 　

Infant formula provides the necessary nutrition to the baby. It is very important for parents to choose the right milk powder. There are kinds of ways to buy the infant formula, but buying on line is the most convenience way. Studying the influence factors for online buying milk powder can guild the parents' purchase intense, provide the reference information to the vendor and also can build a healthful environment. In this study, Literature Analysis Method, Depth interviews, questionnaire survey was used. 336 parents were surveyed by questionnaire, including 117 males, 219 females. In this study, the procedures SPSS13.0 version was used for descriptive statistics, t test and multiple hierarchical regression analysis. The main findings of this study as follows: 　　1. The top three factors of influence factors are quality of the milk powder, the brand of the milk powder and the nutrition of the milk powder; 　　2. Education level, internet age are high related to choose imported milk source, other population statistics index were not significant; 　　3. Gender is significant to Familiarity, Trust, Trust tendency, satisfaction, purchase intention. That is to say female is more familiar with the online web, more trust to the web and have high trust tendency, more satisfaction and purchase intention; 　　4. Familiarity, trust, trust tendency, satisfaction and purchase intention correlated significantly between them; 　　5. Trust is mediator between trust tendency and purchase intention; 　　6. Familiarity, trust and satisfaction is significant effect on purchase intention, but trust tendency is not significant to purchase intention.