顾客感知对大学生网络购买意愿的影响研究  

Study on the Influence of Customer Perception on College Students' Willingness to Purchase Online

作　　者：于跃 李雷鸣[1] YU Yue;LI Lei-ming

机构地区：[1]中国石油大学(华东)经济管理学院

出　　处：《经济论坛》2018年第10期142-147,共6页Economic Forum

基　　金：中央高校基本科研业务费专项资金资助"B2C模式下协调成本对消费者购买行为的影响研究"(14CX06042B)

摘　　要：互联网的逐步普及和网民规模的稳步扩大使得网络购物成为消费者购买商品的新渠道。与此同时,在校大学生成为最大的网络购买群体。文章基于顾客感知理论,以在校大学生为研究对象,研究影响大学生网络购买意愿的显著性因素。结果表明,感知成本维度的货币成本是影响大学生网络购买意愿的首要因素,其次是感知信任维度的商家信誉,且证实了感知风险对大学生网络购买意愿的影响并不显著。With the increasing popularity of the Internet and the steady expansion of the scale of the netizens, online shopping has been becoming a new channel for consumers to purchase. At the same time, college students become the largest online shopping group. From the perspective of customer perception, this research chooses college students as objects to study the significant factors that affect their willingness to purchase online. The results show that the monetary cost of the perceived cost dimension is the primary factor affecting their willingness to purchase online, followed by the business reputation of perceived trust dimension, and confirm that perceived risk has no significant effect.

关 键 词：网络购买意愿 顾客感知 货币成本 商家信誉 

分 类 号：F713.55[经济管理—市场营销] F724.6[经济管理—产业经济]