中国消费者网上购书意向模型与影响因素实证研究
An Empirical Study of the Intention Model and Affecting Factors of Online Book Buyers in Chinese Social Context

作者: 韦福祥 , 赵 芬 :天津师范大学管理学院,天津;

关键词: 网上购书态度意向 On-Line Book Shopping Attitude Intent

摘要:

本研究在对网上购书特点进行分析的基础上,在整理、归纳和分析网上购物行为的文献的基础上,提出了影响在线消费者网上购书的因素,并借鉴技术接受模型建立了消费者网上购买意向设想模型。同时,本研究还通过线上与线下的问卷调查研究收集了大量的数据,并运用SPSS、AMOS等统计软件对设想模型进行修正及检验,最终确立图书在线消费者购买意向模型,为图书网商改进管理提出参考建议。

Abstract: This paper puts forward the factors which affects book buyers on the basis of analyzing the characteristics of on-line book-buying behavior and literatures about on-line shopping; then this paper founds probable consumers’ intent model of on-line book shopping and modifies the model by collecting a mass of data and analyzing it with statistical software—SPSS and AMOS, and finally, establishes the book buyers’ intent model of on-line book shopping and provide some managerial implications.

文章引用: 韦福祥 , 赵 芬 (2013) 中国消费者网上购书意向模型与影响因素实证研究。 服务科学和管理, 2, 1-8. doi: 10.12677/SSEM.2013.21001

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