摘要
本文结合感知价值对网络消费者的决策行为进行了分析,提出了影响网络消费者决策行为的重要研究假设。采用网上和人工相结合的方法对消费者进行了问卷调查,回收有效问卷540份,运用结构方程模型方法对样本数据进行了定量研究。研究结果表明,感知价值与购买意愿显著正相关。最后,对研究结果进行了讨论,并对今后的研究提出了建议。
Combining with perceived value, this paper analyses consumers＇ decision behavior, and puts forward important research hypotheses influencing network consumer＇ s decision behavior. Interuet and manual survey was implemented and 540 valid responses were received. The quantitative analysis on sample data is carried out by using structural equation modeling. The research results show that perceived value has a positive relationship with consumers＇ willingness to buy online. Finally, the implications of the results are discussed and suggestions for future research are proposed.
出处
《预测》
CSSCI
2007年第3期21-25,60,共6页
Forecasting
基金
国家自然科学基金资助项目(70501009)
哈尔滨工业大学社会科学基金资助项目(050417)
关键词
感知价值
感知风险
决策行为
购买意愿
perceived value
perceived risk
decision behavior
purchase willingness
