| Web客户购买决策的情境因素分析 |
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| 引用本文： | 王新海,王志宏.Web客户购买决策的情境因素分析[J].辽宁工程技术大学学报(社会科学版),2008,10(2):153-156. |
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| 作者姓名： | 王新海 王志宏 |
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| 作者单位： | 1. 辽宁工程技术大学,软件学院,辽宁,葫芦岛,125105
2. 辽宁工程技术大学,工商管理学院,辽宁,葫芦岛,125105 |
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| 基金项目： | 辽宁省社科联基金资助项目(2007lslktglx-65). |
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| 摘 要： | 从Web客户购买决策的情境因素入手，提出了影响客户在线购买的4类情境，并对影响客户进行在线购买的主要因素进行分析，指出影响Web客户购买决策的最重要因素是心理情境因素，实现在线购买行为最根本的途径是提高客户的意志力，而网络情境、社会情境和个性情境都要通过影响客户的心理情境才能发挥作用。
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| 关 键 词： | Web客户 购买决策 情境因素 |
| 文章编号： | 1008-391X(2008)02-0153-04 |
| 修稿时间： | 2007年9月10日 |
Analysis of situation factor about the Web customer purchase decision——making process |
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| WANG Xinhai,WANG Zhihong.Analysis of situation factor about the Web customer purchase decision——making process[J].Journal of Liaoning Technical University(Social Science Edition),2008,10(2):153-156. |
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| Authors: | WANG Xinhai WANG Zhihong |
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| Institution: | WANG Xinhai, WANG Zhihong ( 1. College of Software, Liaoning Technical University, HuLuDao, 125105, China; 2. College of Business Administration, Liaoning Technical University, HuLuDao, 125105, China) |
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| Abstract: | Starting from the Web customer purchase decision-making situation factor,the article proposes four kinds of situations that can influence customer on-line purchasing, and analyzes the primary factor that can influence the customer on-line purchasing,points out that the most important attribute affecting the Web customer purchase decision-making is the psychological situation factor, the most basic way to realize the on-line purchase behavior is to enhance the customer＇s willpower, yet the network situation, the social situation and the individuality situation can only play the role through influencing the customer psychologicl situation. |
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| Keywords: | Web customer purchase decision- making situation factor |
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