移动电子商务环境下顾客消费体验对购买决策的影响——以北京消费者市场为例  

Research on the Influence of Experience Consumption on Purchase Decision under the Mobile E-business Circumstances——Based on the Example of Beijing Consumer Market

作　　者：刘宇涵[1] 韦恒[1] LIU Yu-han WEI Heng(Business College, Beijing Union University, Beijing 100025, China)

机构地区：[1]北京联合大学商务学院,北京100025

出　　处：《哈尔滨工业大学学报（社会科学版）》2017年第4期134-140,共7页Journal of Harbin Institute of Technology(Social Sciences Edition)

基　　金：北京市教委科研计划项目"基于移动电子商务的北京网络消费发展路径研究"(SM201611417003);北京市社会科学基金项目"微营销时代品牌营销驱动机制研究"(15JGB082);2016北京联合大学京台文化交流研究中心项目"基于移动电子商务的京台连锁服务业对北京消费的引导机制研究"(Sk50201602)

摘　　要：随着网络技术服务的飞速发展,移动电子商务平台的发展越来越迅速,移动消费已经成为了电子商务领域强有力的应用之一。在移动电子商务环境下,研究消费体验在顾客的购买决策过程中所发挥的作用具有重要的理论价值和现实意义。因此,从顾客认知价值的视角,以北京消费者市场为例开展实证研究,开发消费体验的维度,构建结构方程模型,论证消费体验的各个维度、消费者购买意愿,以及购买决策行为之间的关系,从而给出对企业切实可行的相关发展建议。With the rapid development of network technology, the development of mobile e-commerce platform is more and more rapid, and the mobile consumption has become one of the most powerful e-commerce applications. Based on the Beijing consumer market as an example, in mobile e-commerce environment, the role of experience consumption in the process of the customer＇s purchase decision role has important theory value and practical significance. Therefore, from the perspective of customer perceived value, based on carrying out empirical research, this paper attempts to develop the dimension of the consumer experience.

关 键 词：移动电子商务 顾客消费体验 购买决策 北京消费者市场 

分 类 号：F063.2[经济管理—政治经济学]