网络购物环境下参考价格对购买意愿影响的研究  

Research on the Impact of Indicative Price on Purchase Intention under Online Shopping Environment

作　　者：白世贞[1] 谢爽[1] 

机构地区：[1]哈尔滨商业大学管理学院,黑龙江哈尔滨150028

出　　处：《价格月刊》2017年第4期10-15,共6页

基　　金：国家自然科学基金项目面上项目"差异化支付行为影响下的网购供应链协调机制研究"(编号:71671054);黑龙江省哲学社会科学研究规划项目"基于‘互联网+’的黑龙江省旅游服务业模式创新研究"(编号:16JYC10);黑龙江省重点科技攻关项目"物流集群驱动下黑龙江省农产品产供销网络建设及其对策研究"(编号:GB14D409)

摘　　要：基于前景理论、适应-水平理论和同化-对比理论,构建了网络购物环境下参考价格、感知收益、感知风险以及购买意愿的概念模型,并利用451个样本的数据进行了实证检验。研究结果表明:内部记忆价格、外部刺激价格对感知收益、购买意愿具有正向影响作用,对感知风险具有负向影响作用,感知收益对购买意愿具有正向影响作用,感知风险对购买意愿具有负向影响作用,外部刺激价格对购买意愿的影响程度大于内部记忆价格对购买意愿的影响程度。Based on prospect theory, update level theory and assimilation-contrast theory, this paper establishes the conceptual model of indicative price, perceived profit, perceived risk and purchase intention under online shopping environment,and uses 451 sample data to take empirical test. The results show that the internal memory price and external stimulating price have positive impact on perceived profit and purchase intention, while they have negative impact on perceived risk, the perceived profit has positive impact on purchase intention, the perceived risk has negative impact on purchase intention, and the impact degree of external stimulating price on purchase intention is larger than that of internal memory price on purchase intention.

关 键 词：参考价格 感知收益 感知风险 购买意愿 

分 类 号：F713.5[经济管理—市场营销]