| B2C条件下消费者动机实证研究 |
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| 引用本文： | 陈慧,李政,李远志.B2C条件下消费者动机实证研究[J].北京邮电大学学报(北京邮电大学学报),2007,9(4):1-5. |
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| 作者姓名： | 陈慧 李政 李远志 |
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| 作者单位： | 北京邮电大学,经济管理学院,北京,100876;北京邮电大学,经济管理学院,北京,100876;北京邮电大学,经济管理学院,北京,100876 |
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| 基金项目： | 信息产业部信息经济与信息实验室资助项目 |
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| 摘 要： | 随着电子商务的发展,网络消费者消费动机受到研究者的重视.本研究以15名网络消费者为访谈对象,以252名网络消费者为问卷调查对象,研究网络消费者的消费动机.研究结果表明,网络消费者的消费动机可以分为7个类型：＂交流与尝试＂、＂自由与控制＂、＂娱乐＂、＂信息搜索＂、＂个性化＂、＂价格＂和＂方便＂.研究证明该结构具有良好的信度、结构效度和效标关联效度.
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| 关 键 词： | 电子商务 消费者动机 |
| 收稿时间： | 2007-1-13 |
A case study of shoppers' motivation in B2C situation |
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| CHEN Hui,LI Zheng,LI Yuan-zhi.A case study of shoppers' motivation in B2C situation[J].Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition),2007,9(4):1-5. |
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| Authors: | CHEN Hui LI Zheng LI Yuan-zhi |
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| Institution: | CHEN Hui, LI Zheng, LI Yuan -zhi (School of Economics and Management, BUPT, Beijing 100876, China) |
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| Abstract: | With the development of e-commerce, the motivation of online shoppers has been winning more and more attention from the researehers.Base on 15 online shoppers as interviewees and 252 online shoppers as sub- jects, this study explores the motivation of online shoppers.The research finds that there are 7 types of online shopper' s motivation:communication and trying,freedom and controlling,entertainment,information search- ing,individuation,price and convenience.The statistic data proves that this structure has good validity. |
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| Keywords: | E-commerce online shopper's motivation |
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