| 网络消费者购买服装类商品的决策心理研究 |
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| 引用本文： | 王崇,刘健.网络消费者购买服装类商品的决策心理研究[J].大连理工大学学报(社会科学版),2011,32(1):14-18. |
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| 作者姓名： | 王崇 刘健 |
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| 作者单位： | 淮海工学院商学院;哈尔滨工业大学管理学院; |
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| 基金项目： | 国家自然科学基金项目(70801022) |
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| 摘 要： | 为了掌握网络消费者购买服装类商品的决策心理,文章对消费者上网购买服装的决策过程进行了分析,提出网络消费者购买服装类商品决策心理假设模型,采用结构方程模型方法对假设模型进行了定量分析,建立了网络消费者购买服装类商品决策心理活动模型。研究结果表明,消费者经济状况、偏好、感知风险以及服装品牌、价格是影响网络消费者决策心理的主要因素,服装质量虽然对网络消费者决策心理产生一定的影响,但并不显著,此外,网络消费者的感知风险主要来自企业的信誉。
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| 关 键 词： | 网络消费者 购买决策 服装 心理 |
Research on E-shoppers'Decision Psychology in Purchasing Clothes Based on Empirical Analysis |
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| WANG Chong,LIU Jian.Research on E-shoppers'Decision Psychology in Purchasing Clothes Based on Empirical Analysis[J].Journal of Dalian University of Technology(Social Sciences),2011,32(1):14-18. |
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| Authors: | WANG Chong LIU Jian |
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| Institution: | WANG Chong1,2,LIU Jian21.Business School,Huaihai Institute of Technology,Lianyungang 222000,China,2.School of Management,Harbin Institute of Technology,Harbin 150006 |
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| Abstract: | Clothing has become one of the most popular merchandises in e-shop.The paper analyses e-shoppers' decision process for understanding the decision psychology of e-shoppers' purchasing clothing.The hypothetical model of e-shoppers' decision psychology in purchasing clothing was proposed,and a quantitative analysis of the hypothetical model was made based on Structure Equation Model.The study,taking clothing merchandise as the angle of view,makes researches on e-shopper's purchase psychology.The result indicat... |
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| Keywords: | e-shopper purchase decision clothing psychology |
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