感知风险影响下大学生网络团购决策模型  

University Students' Network Group Purchase Decision Model under the Influence of Perceived Risk

作　　者：邢宝君[1] 顾立培[2] 

机构地区：[1]辽宁经济管理干部学院,辽宁沈阳110122 [2]辽宁工程技术大学工商管理学院,辽宁葫芦岛125105

出　　处：《现代情报》2014年第4期23-28,32,共7页Journal of Modern Information

摘　　要：感知风险对于大学生参与网络团购消费行为的发生具有重要的决定作用。为了深入了解大学生参与网络团购的心理及行为,文章从大学生参与网络团购感知风险的角度入手,运用文献回顾、问卷调查的方法,利用因子分析归纳出影响大学生参与网络团购的5大因子。在此基础上,结合传统购物决策模型的研究,重新构建感知风险影响下大学生网络团购决策模型,并深入分析了网络团购感知风险对于大学生团购决策过程各部分的影响,有利于全面深入了解大学生参与网络团购的行为特点。Perceived risk has an important role for university students in the network group purchase behavior. In order to understand the students participating in the network group purchase psychology and behavior, the article from the university stu- dents to participate in the network group purchase perceived risk perspective, using the methods of literature review and question- naire investigation, using factor analysis and summed up the impact of college students to participate in the network group purchase of 5 factors. On this basis, combined with the study of traditional shopping decision model, reconstruction of university atudents＇ network group purchase decision under the influence of perceived risk model, and analyzed the influence of group purchase per- ceived risk for each part of the process group purchase decision of university students, was conducive to the comprehensive under- standing of behavior of university students to participate in group purchase.

关 键 词：感知风险 网络团购 大学生 决策模型 

分 类 号：F724.6[经济管理—产业经济]