网上购物意愿的影响因素分析——基于江苏省13市的经验证据

Analysis on elements affecting willingness for Internet purchase-empirical evidence from 13 cities in Jiangsu Province

在对江苏省13市调查的基础上,通过建立线性概率模型,分别针对性别、年龄、婚姻、收入、教育、地域等因素对江苏省消费者的网上购物意愿影响程度进行分析,得出相应实证结果。结果表明收入是影响消费者网上购物意愿的最显著因素,其他均为不显著因素,但年龄、受教育水平对消费者网上购物意愿影响呈现一定的规律性。

Based on a survey on 13 cities in Jiangsu province, the paper analyzes the elements affecting people＇s willingness for the intemet purchase such as sex, age, marriage, income, education and region by means of building a linear probability model. The result shows that income is the most remarkable factor which influences purchase willingness, others being minor factors. Age and education demonstrate some regularity on the purchase willingness influence.