| 影响消费者网络购买决策关键因素的实证研究 |
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| 引用本文： | 陈梅梅王乐王扶东.影响消费者网络购买决策关键因素的实证研究[J].现代情报,2014,34(2):37-42. |
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| 作者姓名： | 陈梅梅王乐王扶东 |
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| 作者单位： | 东华大学旭日工商管理学院, 上海200051 |
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| 基金项目： | 国家社科基金项目“中国特色网络消费行为”（项目编号：10BGL027）. |
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| 摘 要： | 针对关键影响因素进行深入研究，首先基于前人相关研究成果构建了网络购买决策影响因素的假设模型，然后利用基于淘宝网和问卷星调研平台获取的全国性调查数据，通过因子分析对假设模型进行优化。最后运用结构方程模型验证了假设模型的合理性，从而得到影响网络购买决策的关键因素。
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| 关 键 词： | 网络消费 购买决策 关键影响因素 结构方程模型 |
An Empirical Study on the Critical Determinants of Online Consumer Decision Making |
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| Authors: | Chen Meimei Wang Le Wang Fudong |
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| Institution: | Glorious sun School of Business and Management, Donghua University, Shanghai 200051, China |
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| Abstract: | qlais paper attempted to examine the key factors. Firstly Assumption model for influencing factors on online pur- chasing decision was built based on previous literatures and optimized by factor analysis based on national survey data through taobao.com and the 3rd- part questionnaire survey platform. Next, assumption model was verified by structural equation model, by which finally critical determinants of online consumer decision making were drawn. |
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| Keywords: | interact consumption online purchasing decision critical detenninants structure equation model |
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