基于结构方程模型的网上购买意愿影响因素实证研究被引量：10

Empirical Study of the Influential Factors of Online Purchase Likelihood Based on SEM

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摘要本文分析了网络使用倾向、网络使用经历、消费者网上风险感知等因素对消费者网上购买意愿的影响,提出了网上购买意愿影响因素的概念模型及假设,通过问卷调查与结构方程模型分析的方法,验证了假设,并揭示了各变量对网上购买意愿的影响及各变量间的相互关系。实证结果表明,风险感知是影响网上购买意愿最重要的因素之一,而网络使用倾向和网络使用经历与网上购买意愿呈正相关关系,但与风险感知的关系并不显著。 Abstract The paper is to analyze the effect of internet proclivity, internet experience, and perceived risk on the likelihood of purchasing online. A concept model and a hypothesis are given to reflect the influential factors of purchase likelihood via internet. Through the questionnaire survey and structural equation model（SEM）analysis, the hypothesis is verified, and the effect of each factor on the purchase likelihood and the interrelation of factors are revealed.

作者武星星苗维亚

机构地区电子科技大学

出处《电子科技大学学报（社科版）》 2007年第6期35-39,共5页 Journal of University of Electronic Science and Technology of China(Social Sciences Edition)

关键词购买意愿感知风险网络使用倾向网络使用经历结构方程 purchase likelihood perceived risk intemet proclivity intemet experience SEM

分类号 F713 [经济管理—产业经济]

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