基于SEM的消费者网购影响因素探究  

Research on the influencing factors of consumers' online shopping based on SEM

作　　者：黄文莉[1] 简国明[1] 王尚九[1] 黄冰娜 邓丽红[1] 

机构地区：[1]韶关学院数学与统计学院,广东韶关512005

出　　处：《高师理科学刊》2017年第2期27-31,共5页Journal of Science of Teachers＇College and University

基　　金：2016年度广东大学生科技创新培育专项资金项目(pdjh2016b0455);2014年广东省本科高校教学质量与教学改革工程项目(粤教高函[2014]97号)

摘　　要：将消费者网购影响因素简化为商品价格、商品人气指数、卖家服务质量和卖家信誉等4个维度,运用结构方程模型(SEM)建立这4个维度与销量的关系模型,并结合采集到的776条数据,通过网购影响因素指标因子定量分析各变量对销量的影响.研究结果表明,商品人气指数与卖家信誉均对月销量有直接正向影响,而商品价格与服务质量无直接影响,这说明消费者网购时更加看重的因素是好评数、收藏数和卖家信用等级.The impact factors of consumer online shopping is simplified into four dimensions such as price,commodity popularity index,seller＇s service quality and seller＇s reputation,then use the structural equation model（SEM）to establish the relationship model between the four dimensions and sales,and combined with the acquisition of the 776 data,through the online shopping impact factor index factor quantitative analyzes the impact of the variables on sales.The results show that the commodity popularity index and seller＇s reputation have direct positive effect on sales but commodity prices and service quality have not direct influence on sales.It shows that online shopping consumers pay more attention on the number of praise,the collection number and the seller＇s credit rating.

关 键 词：大数据 网购 影响因素 结构方程模型 

分 类 号：O29[理学—应用数学] TQ018[理学—数学]