电子商务网站客户购买意愿影响因素研究——以中国电信电子商务网站为例

The Factors of Influence in Customers' Purchase Intention in E-commerce Websites: A Case Study of a Website of China Telecom

在文献参考的基础上,该研究推导出电子商务网站客户购买意愿影响因素假设模型,并以中国电信一个电子商务网站为例进行实证研究。结果表明,电子商务网站使用的简易性、网站的服务质量、产品质量和产品文档这4个因素通过客户信任中间变量影响客户购买意愿。文章最后提出了电子商务网站市场营销实践的指导意见。

Based on the previous studies,this paper proposes a hypothetic model of factors of influence in purchase intention of customers of e-commerce websites.According to the model,it carries forward a case study of an e-commerce website of China Telecom.The result shows that easy accessibility,service quality,product quality and product document are the four factors of influence in customers' purchase intention via a medium variable of customer trust.It thus puts forward the suggestions of marketing practice on e-commerce websites.