基于消费者购买行为的电子商务网站特性研究综述  

Literature Review on E-commerce Website Attributes Based on Consumer Buying Behaviors

作　　者：章璇[1] 景奉杰[1] 

机构地区：[1]华中科技大学管理学院,武汉430074

出　　处：《图书情报工作》2012年第4期136-142,130,共8页Library and Information Service

基　　金：国家自然科学基金项目"消费者冲动性购买行为选择--理由与自我控制"(项目编号:70772055)研究成果之一

摘　　要：指出网站作为电子商务交易双方与商品接触的直接媒介,招致信息领域及营销领域对网站特性研究的共同关注。基于消费者行为的信息系统与营销综合视角的网站特性研究近年来渐成主流。以目的性行为与体验性行为为分类标准,从情境体验、行为表现与购买决策过程三个方面就近年相关文献进行梳理与总结。探讨这种研究视角的转变带来的研究热点的变化趋势,为学界和业界未来的发展方向提供启示。Website characteristics are focused by researchers because the website is the media of e-transaction. The synthesized perspectives of information system and marketing based on the consumption behavior become main trends recently. According to the categories of goal-directed and experienced behavior and through the aspects of environment experiences, behavior form and decision process, the authors review the related literatures in recent years. The research focuses, limitation and future directions are also discussed while suggestions are given to the practicers.

关 键 词：电子零售 网站特性 目的性行为 体验性行为 电子商务 

分 类 号：F713.36[经济管理—产业经济]