| 消费者在线购物行为影响因素的实证研究 |
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| 引用本文： | 王谢宁.消费者在线购物行为影响因素的实证研究[J].大连理工大学学报(社会科学版),2009,30(4):23-27. |
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| 作者姓名： | 王谢宁 |
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| 作者单位： | 东北财经大学,电子商务学院,辽宁,大连116025 |
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| 摘 要： | 消费者网络购物行为与实体购物行为不同,在线企业应该深入研究消费者在网站浏览过程中,影响消费者在线购物行为和心理活动的各种因素,将网络消费行为与网站营销结合起来。文章在调查问卷的基础上,通过定性与定量分析得出结论:感知的网站声誉、商品的丰富性与价格、网站页面设计的可用性、信息与支付的安全性、其他购物者的购后评价、线上与线下的交流是促使消费者产生购买行为的影响因素,它们之间呈现出链式的整体性。
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| 关 键 词： | 消费者 在线行为 网络营销 |
Empirical Study of Factors Influencing Consumers' Online Behavior |
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| WANG Xie-ning.Empirical Study of Factors Influencing Consumers' Online Behavior[J].Journal of Dalian University of Technology(Social Sciences),2009,30(4):23-27. |
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| Authors: | WANG Xie-ning |
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| Institution: | WANG Xie-ningInstitute of E-Commerce,Dongbei University of Finance , Economics,Dalian 116025,China |
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| Abstract: | Consumer online shopping behavior differs from the entity shopping.Website operators should fully study the various influencing factors of the consumer's purchase behavior and the mental activities,relating the network consumer behavior with the website marketing.Based on questionnaires,the paper,using qualitative and quantitative methods,concludes that the most important factors in purchase behavior are perceived reputation of the website,the diversity and price of merchandise,website design availability,t... |
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| Keywords: | consumer online behavior network marketing |
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