网络零售业中消费者购买意愿的影响因素研究——基于PLS-SEM方法对交易成本的分析

Research on Influential Factors of Consumers Purchase Intent of Online Retail Industry——Analyses on Transaction Cost Based on PLS-SEM Model

交易成本是影响消费者购买意愿的重要因素。本文以交易成本作为研究视角,首先回顾了网络零售行业中基于此视角的相关研究。在此基础上,建立网络零售业中消费者购买意愿及其影响因素的相关研究假设,运用PLS-SEM模型的研究方法,采用问卷调研获取数据,对网络零售业中消费者购买意愿的影响因素进行了实证分析。研究表明,消费者的交易成本显著的影响其最终购买意愿,购买频率和网络零售商的不确定性通过影响交易成本,对购买意愿产生显著的影响。

Transaction cost is the main factor to influence consumers＇ purchase intent. This paper builds research hypothesis of influential factors of consumers＂ purchase intent online retail industry on the basis of literature review about related research, using the methodology of PLS-SEM with the data from questionnaires and makes empirically analyses on the influential factors of consumers＇ purchase intent online shopping. It finds that： purchase frequency and uncertainty have a statistical influence on transaction cost as well as purpose intention in which uncertainty has a larger influence.