网络购物环境对消费者网络购物意愿影响研究  

The Impact Research Of Online Shopping Environment On Consumers' Purchase Intention

作　　者：任恺[1] 

机构地区：[1]江苏大学财经学院,江苏镇江212013

出　　处：《江苏商论》2015年第2期20-23,共4页Jiangsu Commercial Forum

基　　金：教育部人文社会科学研究项目(11YJC630234)

摘　　要：在网络消费者购物率不断提高的背景下,如何在众多的电子商务企业中脱颖而出,将消费者吸引到自己的购物网站,成为现在电子商务企业首要考虑的问题。本文将网络购物环境分为网站易用性、网页设计、在线服务和交易安全性四个维度,运用结构方程模型研究各因素对网络购物意愿的影响。通过对样本数据的实证分析,发现网页设计、在线服务的优化能够进一步提升网站的易用性,进而有利于促进消费者购物,而交易安全性和在线服务则对购物意愿有着较为明显的促进作用。With the continuous improvement of online shopping rates, the question that how can one stand out among many e-commerce companies and attract consumers to its shopping website has becomes the primary consideration. This paper divides online shopping environment into four dimensions which are website usability, web design, online services and transaction security and sets structural equation model to study the effects of various factors on online shopping intention of using. Through the empirical analysis of sample data, web design, online services can further enhance the site＇s usability and thus help to promote consumer shopping. Transaction security and online service have a more significant impact on consumers＇ purchase intention.

关 键 词：网络购物环境 购物意愿 在线服务 交易安全性 

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