网络环境下基于价值理论的我国消费者购买意愿影响因素研究  

Research on the Factors Impacting on Chinese Consumers' Willingness to Buy Based on Value Theory in E-shopping

作　　者：王崇[1,2] 王祥翠[1] 

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,黑龙江哈尔滨150006

出　　处：《数理统计与管理》2011年第1期127-135,共9页Journal of Applied Statistics and Management

基　　金：国家自然科学基金资助项目(70501009)

摘　　要：随着网上零售业快速发展,如何提高网络消费者购买意愿已成为人们关注的焦点。论文运用感知价值理论分析了网络消费者购买意愿影响因素,提出了影响网络消费者购买意愿的重要研究假设,构建了网络消费者购买意愿假设模型,采用结构方程模型方法对样本数据进行了定量研究。研究结果揭示了网络消费者的风险态度通过感知利益和感知风险对感知价值的间接影响,而感知价值与购买意愿显著正相关。最后,论文对研究结果进行了讨论,提出了促进我国网上零售业发展的建议.With the rapid development of On-line retail trade, how to raise e-shoppers＇ willingness to buy has become the focus of people concern. This paper analyses the factors influencing e-shoppers＇ willingness to buy by using perceived value theory, and puts forward the important research hypotheses influencing e-shoppers＇ purchase decision and builds the hypothetie model. The quantitative analysis of sample data is carried out by using structural equation modeling in this paper. The researchful results reveales that risk attitude indirectly influences e-shoppers＇ willingness to buy via perceived benefits and perceiced risk, and perceived value is positive relative to consumers＇ willingness to buy significantly. Finally, in this paper, the results are discussed and the suggestions for promoting the development of On-line retail trade are proposed.

关 键 词：网络消费者 感知价值 购买意愿 

分 类 号：F713.55[经济管理—市场营销] O212[经济管理—产业经济]