【作者】 于坤章； 杨智； 宋泽；

【Author】 Yu Kunzhang, Yang Zhi, Song Ze (Department of Marketing, College of Business Management, Hunan University)

【机构】 湖南大学工商管理学院市场营销系；

【摘要】 本文在感知风险和信任文献回顾的基础上,构建网上购买行为影响模型。通过网上问卷调查收集相关数据,利用结构方程模型软件Lisrel8.54对该模型进行检验。结果显示研究模型具有良好的预测性,感知风险和信任是消费者网上购买行为的重要影响变量。最后本文根据实证结论提出相应的管理建议及其后续研究方向。更多还原

【Abstract】 This paper was on the basis of the literature of Perceive Risk and Trust, then, we constructed the Model of Online Consumer Shopping Behavior. We used the questionnaires to collect the data form the Internet, and used the Structure Equations Model Lisrel8.54 to test the theory model. The result showed that the model had a good prediction, and Perceive Risk and Trust were the driving forces to lead online shopping. At last, according the conclusion we advanced the B2C enterprise management suggestion and the direction for forward research.更多还原