中国消费者海外代购意愿影响因素研究被引量：9

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摘要随着国际电子商务平台的不断发展,海外代购业务越来越受到国内年轻一代消费者的青睐。本文从影响海外代购意愿的因素出发,假设消费者世界主义、品牌来源国形象、感知质量以及生活方式分别对海外代购意愿产生显著影响,随后用SPSS18.0和AMOS8.0统计软件分析影响海外产品代购意愿的因素。研究结果表明:促使海外代购的因素包括品牌原产地形象、感知质量以及生活方式,而消费者世界主义这一因素对海外代购意愿的影响不显著。这一结果对于产品的推广和营销实践具有一定的借鉴和参考意义。

作者杜宇陈利馥

机构地区安徽理工大学经济管理学院江苏理工大学商学院

出处《财经问题研究》 CSSCI 北大核心 2015年第4期106-109,共4页 Research On Financial and Economic Issues

基金安徽理工大学青年教师科学研究基金资助项目"基于技术悖论视角的影响创新产品接受意图因素的研究"(12618)

关键词消费者世界主义品牌来源国形象感知质量生活方式海外代购意愿

分类号 F713.36 [经济管理—产业经济]

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