女性消费者网上购物意向影响因素分析  

Factors Influencing Female Consumers' Online Shopping Intention

作　　者：郭锦墉[1] 汪兴东[1] 王荣庆[1] 章照青[2] 

机构地区：[1]江西农业大学经济管理学院,江西南昌330045 [2]北京工商大学嘉华学院,北京101118

出　　处：《江西农业大学学报（社会科学版）》2012年第3期67-74,共8页Journal of Jianxi Agricultural University :Social Sciences Edition

基　　金：国家自然科学基金项目(71063008);教育部人文社科项目(10YJC630227);江西省软科学项目(2010DR00802)

摘　　要：越来越多的女性开始倾向在网上购物,但由于受到不同因素的影响,女性消费者的网上购物意向也表现各异。以实际调查数据为依据,在已有研究的基础上,重新构建了一个女性消费者网上购物意向的理论模型,运用结构方程分析了女性消费者网上购物意向的影响因素。结果显示:感知网上购物有用、感知网上购物易用、感知网上购物安全、网购经验及参照群体对女性消费者网上购物意向的形成具有显著影响,但各因素对购买意向的影响程度存在差异,参照群体的影响最大,依次是感知网上购物安全、感知网上购物有用、感知网上购物易用,网购经验作用最小;感知网上购物有用、感知网上购物易用和感知网上购物安全三者之间还相互产生作用。while more and more females now choose to shop online,affected by different factors,they bosom different intentions when doing so.Based on investigation data and past research,the paper reconstructed a theoretical model to illustrate female consumers＇ online shopping intentions and used structural equation to analyze factors influencing these intensions.The result shows that female consumers＇ perception of the usefulness,ease and security offered by online shopping,and their experiences of online shopping and their reference groups have a notable influence on the formation of their online shopping intention,whose influence degrees vary.Among them,the most influencing factor being their reference groups,the next their perception of security,usefulness and ease of online shopping,and the smallest their experiences.Besides,female consumers＇ perception of usefulness of online shopping,their perception of its ease to use and their perception of online shopping security interact with one another.Based on this,the paper finally proposed some marketing suggestions.

关 键 词：女性消费者 网上购物意向 影响因素 结构方程模型 

分 类 号：F713.5[经济管理—市场营销]