摘要
互联网为大众创业提供了有效的途径,网店是互联网发展下的产物,已成为消费者与商家进行交易的重要线上场所,其形象对消费者的购买意愿产生一定的影响。在总结和借鉴各学者研究成果的基础上,文中提炼出19个影响网店形象的指标来编制调查问卷,以福州市大学城的大学生为研究对象,将收回的问卷结果进行因子分析,将网店形象划分为6个维度,并就6个维度对大学生购买意愿展开探讨。研究结果表明,网店形象对大学生购买意愿有显著影响,根据影响重要程度排序为:服务形象、产品形象、价格形象、物流配送形象、页面形象和支付形象。
The Internet provides an effective way for mass entrepreneurship.The online store is a product of the development of the Internet.It has become an important online place for consumers and merchants to trade,and its image has a certain impact on purchase intention.On the basis of summarizing and drawing on the research results of various scholars,the paper extracts 19 indicators that affect online store image to prepare questionnaires,and takes the students of Fuzhou City University as the research object,and analyzes the results of the returned questionnaires.The online store image is divided into six dimensions,and the six-dimensional exploration of college students'purchase intention is discussed.The research results show that the online store image has a significant impact on college students purchase intention,according to the importance of the impact:service image,product image,price image,logistics and distribution image,page image and payment image.
作者
韦素娟
WEI Sujuan(School of Public Administration,Fujian Jiangxia University,Fuzhou,Fujian 350108)
出处
《武夷学院学报》
2019年第12期79-84,共6页
Journal of Wuyi University
基金
福建江夏学院教育教学改革重点项目(J2019A017)
关键词
网店形象
购买意愿
服务质量
支付安全
online store image
purchase intention
service quality
payment security
