线上营销对网络消费者购买行为的影响研究  

Research on the Influence of Online Marketing on Online Consumers'Buying Behavior

作　　者：董岩 时光 时雨甜 Dong Yan;Shi Guang;Shi Yutian

机构地区：[1]吉林财经大学马克思主义学院,长春130117 [2]吉林财经大学国际经济贸易学院,长春130117 [3]吉林外国语大学英语学院,长春130117

出　　处：《经济问题探索》2020年第10期45-55,共11页Inquiry Into Economic Issues

基　　金：吉林省教育厅科研规划项目:“吉林省营商环境中的政务诚信问题研究”(JJKH20200146S)。

摘　　要：基于消费者行为学和营销学理论,从心理学视角深入分析线上营销对网络消费者购买行为的影响机理,构建理论模型,并在此基础上考察感知价值、感知风险的中介作用。以问卷调查数据为样本,运用相关性分析与结构方程模型对提出的假设进行验证。研究发现:线上营销对消费者感知价值有显著正向影响,对消费者感知风险有显著负向影响;消费者感知价值对消费者感知风险有显著负向影响;消费者感知价值、消费者感知风险分别对消费者购买行为有显著正向影响、显著负向影响,同时二者在线上营销与网络消费者购买行为关系中起部分中介作用。最后给出提高产品质量,注重品牌形象,合理利用低价促销策略,提高物流效率,完善售后服务的管理启示。With the consumer behavior and marketing theory,this paper analyzes the mechanism of the influence of online marketing on online consumers’ buying behavior from the perspective of psychology,constructing theoretical model,and investigate the mediating effect of perceived value and perceived risk. Taking the questionnaire data as samples,the proposed hypothesis was verified by correlation analysis and structural equation model. It is found Online marketing has a significant positive impact on consumers’ perceived value and a significant negative impact on consumers’ perceived risk;consumer’ perceived value has a significant negative impact on consumer’ perceived risk;consumers’ perceived value and consumers’ perceived risk have significant positive and negative impacts on consumers’ purchasing behavior,respectively,online marketing and online consumers’ purchasing behavior play a partial intermediary role.This paper gives the management enlightenment of improving product quality,paying attention to brand image,rationally using low price promotion strategy,improving logistics efficiency and perfecting after-sales service.

关 键 词：线上营销 感知价值 感知风险 网络购买行为 

分 类 号：F063.2[经济管理—政治经济学]