|本期目录/Table of Contents|

[1]鲁 成,朱怡怡,赵转叶,等.网络购物指标体系构建及其对消费者购买意愿的影响[J].丝绸,2018,55(6):061108.[doi:10.3969/j.issn.1001-7003.2018.06.008]
 LU Cheng,ZHU Yiyi,ZHAO Zhuanye,et al.The construction of online shopping index system and its influence on consumer purchase intention[J].Journal of Silk,2018,55(6):061108.[doi:10.3969/j.issn.1001-7003.2018.06.008]
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网络购物指标体系构建及其对消费者购买意愿的影响(PDF)
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《丝绸》[ISSN:1001-7003/CN:33-1122/TS]

卷:
55
期数:
2018年6期
页码:
061108
栏目:
研究与技术
出版日期:
2018-06-20

文章信息/Info

Title:
The construction of online shopping index system and its influence on consumer purchase intention
文章编号:
1001-7003(2018)06-0045-07
作者:
鲁 成朱怡怡赵转叶王爱云
上海工程技术大学 服装学院,上海201620
Author(s):
LU Cheng ZHU Yiyi ZHAO Zhuanye WANG Aiyun
 FashionCollege, ShanghaiUniversity?ofEngineering?Science, Shanghai 201620, China
关键词:
网络购物指标体系扎根理论感知价值购买意愿层次分析法
Keywords:
online shopping index system grounded theory perceived value purchase intention AHP
分类号:
TS941.1
doi:
10.3969/j.issn.1001-7003.2018.06.008
文献标志码:
A
摘要:
文章以网络购物指标为研究对象,对在网络购物环境下影响消费者购买意愿的因素进行全面的探索挖掘,并分类研究。运用扎根理论,结合感知价值、满意度、忠诚度和购买意愿、购买行为等相关文献,从网站价值、店铺价值、产品价值和服务价值四个指标维度建立网络购物指标体系。运用问卷调查和层次分析法,构建网络购物指标体系对消费者购买意愿的影响层次模型,通过计算得出各个指标的权重影响。结果表明:在网络购物环境中,从消费者感知价值角度出发,对消费者购买意愿影响最大的是服务价值,产品价值、网站价值次之,店铺价值影响最小。
Abstract:
The factors affecting the consumer purchase intention in the network shopping environment was comprehensively explored by taking online shopping indexes as the object, and classified study was conducted. The online shopping index system from four indexes (website value, store value, product value and service value) by applying grounded theory and combing the perceived value, satisfaction, loyalty, purchase intention and purchase behavior etc. Besides, the questionnaire survey and analytic hierarchy process were used to construct the influence hierarchical model of the online shopping index system on the consumer purchase intention, and the impact of the weight of each indicator was gained by calculation. The results reveal that in the online shopping environment, from the perspective of consumer perceived value, the sorting (descending order) of influencing factors for consumer purchase intentions are as follows: service value, product value, website value and store value.

参考文献/References:

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备注/Memo

备注/Memo:
基金项目:国家自然科学基金面上项目(71472114)
收稿日期:2017-05-08
修回日期:2018-00-00
作者简介:鲁成(1981—),女,博士研究生,研究方向为消费者行为
更新日期/Last Update: 2018-05-11