摘要
本文立足网络消费者感知价值这一研究主题,构建了一个网络消费者感知价值的影响因素模型,尝试探讨感知产品质量、感知网站服务质量、购买成本以及感知风险四大因素对消费者感知价值的影响。通过对网购服装鞋帽类产品的消费者进行问卷调查并对回收问卷进行统计分析,结果显示,感知产品质量、感知网站服务质量以及购买成本对网络消费者感知价值具有正向影响,感知风险对感知价值具有负向影响。
Based on the online consumer perceived value of this research topic, this article attempted to ex- plore the perceived product quality, service quality, perceived online purchase cost and perceived risk of four ma- jor factors impact on consumer perceived value, building a model of online consumers＇ perceived value influencing factors. We issued questionnaires to the consumers who had purchased clothing and footwear products online and collected questionnaires for statistical analysis. The results showed that perceived product quality, perceived website service quality and the purchase cost had a positive effects on online consumers＇ perceived value, Influence of per- ceived risk on perceived value was negative.
出处
《首都经济贸易大学学报》
北大核心
2013年第3期77-84,共8页
Journal of Capital University of Economics and Business
基金
教育部人文社会科学规划基金项目<中国跨国公司培育研究>(项目编号10YJA630087)
关键词
网络购物
网络消费者
感知价值
感知风险
online shopping
online consumer
perceived value
perceived risk
