消费者购买意愿对网上购物行为影响的实证研究——以广州市高校大学生为例  

An Empirical Study on the Effects of Consumer Purchase Intention on Online Shopping Behavior——Taking College Students in Guangzhou as an Example

作　　者：易法敏[1] 范高峰[1] 

机构地区：[1]华南农业大学经济管理学院,广东广州510642

出　　处：《海南大学学报（人文社会科学版）》2010年第5期66-73,共8页Journal of Hainan University （Humanities & Social Sciences）

基　　金：华南农业大学"211工程"三期建设招标项目;教育部人文社会科学研究项目(08JA630026);国家社科基金项目(10BTQ016)

摘　　要：以感知价值和感知风险为基础,结合评价质量、感知易用和感知有用等因素分析它们对消费者网上购买意愿的影响,提出了网上购买意愿影响因素的概念模型与假设。大学生网购前4名为服装、家居饰品、书籍音像制品、化妆品。以在校大学生作为调查人群,通过调查问卷与SEM分析的方法,分析了变量对购买意愿的影响以及变量之间的相互关系。实证结果显示,感知价值是影响购买意愿的主要因素,感知风险并没有直接影响购买意愿,感知有用对感知价值呈正向影响关系。Basing on the conceptions of perceived value and perceived risk and combining them with such factors as assessment quality, perceived convenience and perceived usefulness, the paper explores the effects of these conceptions on consumers＇ online purchase intention, and presents a conceptual model and hypothesis of online purchase intention affecting factors. College students focus most of their online shopping on clothing, household accessories, books ＆ audiovisual products, and cosmetics, etc. With the data from a survey conducted among college students and by means of SEM, this paper analyzes the impact imposed by variables of purchase intention as well as the interrelationship among those variables. The empirical result shows that perceived value is the main affecting factor on purchase intention, while perceived risk has no direct impact on purchase intention, and perceived usefulness has a positive effect on perceived value.

关 键 词：网上购物 购买意愿 感知价值 感知风险 

分 类 号：F724.6[经济管理—产业经济]