哪些因素影响消费者的在线购买决策?——顾客感知价值的驱动作用  

What Factors Influence Consumers' Online Purchasing Decisions?——Customer Perceived Value Drivers

作　　者：李宗伟[1] 张艳辉[2] 栾东庆[1] 

机构地区：[1]上海工程技术大学管理学院,上海201620 [2]华东理工大学商学院,上海200237

出　　处：《管理评论》2017年第8期136-146,共11页Management Review

基　　金：国家自然科学基金青年项目(71203063);上海市哲学社会科学课题(2016BGL013)

摘　　要：消费者在线购买决策究竟受到哪些因素影响?本文指出在网络购物模式下,顾客感知价值包括产品感知价值、服务感知价值和社会感知价值三个维度,并据此构建了在线购买决策影响模型,采集汇总了淘宝网消费者海量购买数据。通过大样本分析,发现在线评论长度、商品销量、卖家信用等级、卖家DSR服务评分及开店时长对消费者的在线购买决策具有正向影响作用。在体验型产品中,评论次数、商品价格、商品销量对消费者购买意愿的作用更加明显。What factors are influential to consumers＇ online purchases？ This paper points out that customer perceived value includes product perceived value,service perceived value and social value perception under the online shopping mode,constructs an online purchase model and collects Taobao＇s massive transaction data by focusing on three factors： users＇ reviews,product features and sellers＇ types. The large sample analysis reveals several positive factors including the length of users＇ review,product sales volume,credit ratings of seller,seller＇s DSR service score,and existing period of the shop. In particular,for experience products,the numbers of reviews,price,and sales have a larger effect on consumers＇ willingness to buy.

关 键 词：在线购买决策 顾客感知价值 影响因素 

分 类 号：F713.55[经济管理—市场营销]