基于互联网环境下的消费者决策行为的研究

通过对网络消费者购买决策过程的分析,提出了影响上网顾客决策行为的重要因素及假设,并在此基础上构建了网络消费者购买决策模型。为验证模型正确性,本文针对影响网络消费者决策行为的因素设计了采用5级李克量表的调查问卷,采用结构方程模型对调查问卷所获得的数据进行分析,根据分析的结果,对模型进行了修正,最终建立了网络消费者购买决策模型。通过对模型进行深入的分析,获得了一些有意义的启示,为正确认识网络消费者的决策行为提供了理论指导。

Research on consumer's decision behavior based on Internet environment

By analyzing Internet consumer's purchase decision processes,this paper puts forward the important factors influencing the consumer's decision behavior and the hypotheses,and proposes an Internet consumer's purchase decision model.In the paper,a 5-point Likert scale is designed on the factors influencing the consumer's decision behavior in order to verify the model's correctness.Data derived from the Likert scale are analyzed by using SEM(structure equation model) and the model is modified according to the analytical results.Finally,the Internet consumer's purchase decision model is estabilished.Some significant enlightenment is obtained by analyzing the model,which provides theoretical guidance for correctly recognizing the consumer's decision behavior.