| 在线店铺设计对消费者购买意愿的影响研究 |
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| 引用本文： | 常亚平,韩丹,姚慧平,张金隆.在线店铺设计对消费者购买意愿的影响研究[J].管理学报,2011,8(6):879-884. |
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| 作者姓名： | 常亚平 韩丹 姚慧平 张金隆 |
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| 作者单位： | 1. 华中科技大学管理学院
2. 武汉纺织大学经济管理学院 |
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| 基金项目： | 国家自然科学基金资助项目(70872037,70731001,71072032) |
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| 摘 要： | 随着电子商务的发展,在线店铺日益增多,店铺设计的窗口也变得日益繁杂。通过因子分析、回归分析等方法对在线店铺的窗口进行了研究,构建了在线店铺的窗口群分类,揭示了不同类别的窗口群对消费者购买意愿的影响机制。研究结果发现:在线店铺功能窗口可以划分为7个窗口群:资源便利、交易可靠、邮件促销、便利服务、个性化、促销、公开信息。资源便利、交易可靠、邮件促销、便利服务对购买意愿有显著影响,其中资源便利和交易可靠是主要影响因素。
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| 关 键 词： | 店铺设计 窗口群 购买意愿 机制 |
The Influence Mechanism Study of the Online Store Design on Consumers' Purchase Intention |
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| CHANG Yaping,HAN Dan,YAO Huiping,ZHANG Jinlong.The Influence Mechanism Study of the Online Store Design on Consumers' Purchase Intention[J].Chinese JOurnal of Management,2011,8(6):879-884. |
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| Authors: | CHANG Yaping HAN Dan YAO Huiping ZHANG Jinlong |
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| Institution: | CHANG Yaping1 HAN Dan2 YAO Huiping2 ZHANG Jinlong1(1.Huazhong University of Science and Technology,Wuhan,China,2.Wuhan Textile University,China) |
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| Abstract: | Due to the development of Electronic Commercial and the prosperity of online stores,the complexity of site structures is ever-increasing.The author adopts the method of factor analysis and linear regression analysis to study the online store windows.The author provides a theoretical framework for categorizing the online store windows and reveals the mechanism of different kinds of online store windows' influences on Chinese consumers' purchase intention in online shopping.In this paper,we construct on-line ... |
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| Keywords: | store design store window group purchase intention mechanism |
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