| 影响顾客网上购物因素的实证研究 |
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| 引用本文： | 叶树昱,CHEN Hua-ping,沈祥,LI Yan.影响顾客网上购物因素的实证研究[J].预测,2008,27(4). |
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| 作者姓名： | 叶树昱 CHEN Hua-ping 沈祥 LI Yan |
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| 作者单位： | 中国科学技术大学,管理学院,安徽,合肥,230052 |
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| 摘 要： | 网络购物中的心理障碍是阻碍网民在网上购物的重要因素。本文从口碑的正负两方面,信任的两个维度即能力信任和善意型信任,以及感知的网络风险几个方面考量它们对顾客网上购物的购买意愿的影响。并将顾客群体分为购买者和浏览者两类,分别考察不同因素对其购买意愿的影响程度,采用SEM软件进行实证分析。
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| 关 键 词： | 网络购物 购买者 浏览者 口碑 信任 感知的网络风险 |
An Empirical Analysis of Factors Influencing Consumers' Online Shopping |
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| YE Shu-yu,CHEN Hua-ping,SHEN Xiang,LI Yan.An Empirical Analysis of Factors Influencing Consumers'' Online Shopping[J].Forecasting,2008,27(4). |
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| Authors: | YE Shu-yu CHEN Hua-ping SHEN Xiang LI Yan |
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| Abstract: | Psychological barrier is the key factor that prevents internet users from online shopping.This paper examines how the word-of-mouth(both positive and negative sides),two components of trust(competence and goodwill),and perceived web risk influence consumes' online purchase intention.We divide the consumes into two groups: buyers and browsers,and investigate the influence of identified factors on consumer's online purchase intention for each group respectively.The empirical analysis is performed though SEM software. |
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| Keywords: | online shopping buyers browsers word-of-mouth trust perceived web risk |
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