【作者】 张华； 李国鑫；

【Author】 ZHANG Hua LI Guo-xin School of Management,Harbin Institute of Technology,Harbin 150001,China

【机构】 哈尔滨工业大学管理学院；

【摘要】 以交易成本经济学为理论基础,利用模型对本国消费者的网上购买行为进行评估。通过在哈尔滨进行问卷调查,收集数据对模型进行验证。结果表明,消费者在网上购物的意愿与他们感知到的交易成本呈负相关,同时交易成本又与不确定性和购买频率有关。消费者在网上购物时,当他感知到的不确定性越低、网上购物经验越多,他完成交易的可能性越大。因此本文建议网上店铺应该提供更加清晰的交易或退货政策来减小消费者感受到的不确定性,进而增强消费者的网上购物意愿。更多还原

【Abstract】 With the perspective of Transaction Cost Economics,this paper estimated a model of consumers’ on-line buying behavior in China context.An empirical study was conducted in Harbin to test the model.The results indicate that consumers’ willingness to buy online is negatively associated with their perceived transaction cost,which is associated with uncertainty and buying frequency.When consumers perceive less uncertainty in online shopping and have more online experiences,they are more likely to buy online.With this paper,it sug- gests that online stores should provide some clear exchange or refund policy to minimize the uncertainty per- ceived by consumers in Internet shopping then further enhance consumers’ intention to buy online.更多还原