B2C环境下基于多属性效用理论的消费者行为模式  

Research on Internet Consumer's Behavior Based on Multiattribute Utility Theory

作　　者：王崇[1,2] 李一军[2] 

机构地区：[1]淮海工学院商学院,江苏连云港222000 [2]哈尔滨工业大学管理学院,哈尔滨150006

出　　处：《系统管理学报》2010年第1期62-67,共6页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(70501009)

摘　　要：通过对网络消费者购买决策过程的分析,提出了基于多属性效用理论研究网络消费者行为模式的方法,依据价格、性能、支付风险、质量风险、投递服务和售后服务6个指标构建了网络消费者购买序列曲线。购买序列曲线反映了网络消费者购买商品的态度、偏好。在上述研究基础上,对商品效用值分布进行了分析,进一步揭示了网络消费者行为模式的特点。将定性研究与定量分析相结合,为网络消费者行为模式的研究提供了一个更为有效的方法。By analyzing network consumer＇s purchase decision process,this paper presents a research method about network consumer＇s behavior based on multiattribute utility theory.Consumer＇s purchase sequence curve is set up based on the multicriteria such as price,performance,quality risk,payment risk,delivery service and after-sale service,which reflects consumers＇ attitudes and preferences towards products.Based on the above research,analysis of the distribution of assigned utilities of products is made and further reveals consumer＇s behavior patterns.In this paper,qualitative research is combined with quantitative analysis,and a more effective method is presented for studying network consumer＇s behavior patterns.

关 键 词：网络消费者 效用值 多属性 行为模式 

分 类 号：F274[经济管理—企业管理]