| 网络环境下消费者感知效用模型的构建与研究 |
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| 引用本文： | 王崇；刘健；吴价宝.网络环境下消费者感知效用模型的构建与研究[J].中国管理科学,2011,19(3):94-102. |
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| 作者姓名： | 王崇；刘健；吴价宝 |
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| 作者单位： | 1. 淮海工学院商学院, 江苏连云港222000;
2. 哈尔滨工程大学经管学院, 黑龙江哈尔滨150001 |
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| 基金项目： | 国家自然科学基金资项目(70801022); 淮海工学院人文社会科学项目(S2008002) |
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| 摘 要： | 商品效用的大小是消费者购买决策的出发点,论文以感知效用为视角,分析了网络消费者的非补偿性决策和补偿性决策,构建了网络消费者感知效用模型,并以此为基础,深入分析了信息收集成本、质量评估成本、商品价格以及购物风险等成本变量对网络购物环境下消费者感知效用的影响。研究结果表明,无论是风险规避型网络消费者,还是风险型网络消费者,商品质量的提高均可以增大消费者感知效用,而商品价格、购物风险的增大将导致消费者感知效用减小,但对于风险型网络消费者,由于承受风险能力强,商品价格的升高并没有增大消费者心理风险成本,而对于风险规避型网络消费者,随着商品价格的升高,消费者心理风险成本相应增大。
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| 关 键 词： | 网络 网络消费者 效用 成本 决策 |
| 收稿时间： | 2010-3-26 |
| 修稿时间： | 2011-4-10 |
Building and Research on Consumer's Perceived Utility Model in Network Environment |
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| WANG Chong,LIU Jian,WU Jia-bao.Building and Research on Consumer's Perceived Utility Model in Network Environment[J].Chinese Journal of Management Science,2011,19(3):94-102. |
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| Authors: | WANG Chong LIU Jian WU Jia-bao |
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| Institution: | 1. Business School, Huaihai Institute of Technology, Lianyungang 222000, China;
2. School of Economic Management, Harbin Engineering University, Harbin 150001, China |
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| Abstract: | Merchandise utility is the basis by which consumer makes purchase decision.Taking perceived utility as the angle of view,this paper analyses e-shopper's compensatory and non-compensatory choice processes,and builds e-shopper's perceived utility model.Based on the model,the paper makes profound analysis on such variables as information search costs,quality evaluation costs,price and purchase risk impacting on consumer's perceived utility in e-shopping.The results indicate that improvement of merchandise qual... |
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| Keywords: | network e-shopper utility costs decision |
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