网络购物中信息搜索的感知价值对购物意愿的影响  

The Impact of Perceived Value of Information Searching on Customers' Internet Purchase Willingness

作　　者：胡文渝[1] 金永生[1] 李静[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2011年第3期31-37,共7页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

摘　　要：结合消费者感知价值理论,对消费者在网络购物过程中信息搜索阶段的感知价值如何对购物意愿产生影响进行了研究。以具体的电子商务网站为例开展问卷调查并收集资料,建立了消费者购买决策模型,运用SPSS软件与结构方程模型验证了模型和假设。实证分析结果表明,消费者在信息搜索阶段的感性感知价值对购物意愿的影响更为显著,这说明企业可以通过提高消费者在信息搜索时的体验提升消费者的购物意愿。Based on the theory of Customer Perceived Value, this paper studies the impact of information searching process on purchase willingness. Questionnaires are used to collect data from specific e-commerce websites. The analysis result indicates that the consumers＇ emotional perceived value in the information searching process has a more obvious impact on purchase willingness. Thus this study shows that enterprises can enhance consumers/purchase willingness by improving consumers＇ experience in the information searching process.

关 键 词：网络购物 信息搜索 感知价值 购物意愿 结构方程模型 消费者 

分 类 号：F713.36[经济管理—产业经济]