摘要
大部分有过网上购物经历的人并不经常在网上购物,突破消费者重复网上购物障碍是扩大网上交易额的一个重要问题。本文从电子商务环境和网络商店的角度采用实证的方法对影响消费者重复网上购物的因素进行了研究。研究发现:交易可靠、个人信息安全、网站信誉、付款与配送、营销组合、购物界面等因子对消费者的重复网上购物行为有影响;交易可靠、方便、付款与配送方式等因子对不同消费者群的影响力具有显著差异。
Most of those who have experience of online shopping don't shop online frequently, so a resolution to make then shop online repeatedly is very helpful in enlarging the volume of e-commerce. This paper investigates the factors that influence consumers' repeated online shopping behaviors from ecommerce environment and online-store standpoints by empirical methods. The result shows trade reliability, personal information security, credit standing of website, payment and delivery, marketing combination, shopping interface are indicators. Trade reliability, convenience, payment and delivery have different influences on different groups.
出处
《管理评论》
CSSCI
北大核心
2009年第4期65-71,共7页
Management Review
基金
虚拟社区知识共享对消费者购买决策的影响机制研究(70872037)
移动商务的基础理论与技术方法研究(70731001)
关键词
电子商务
网络商店
网上购物
重复
e-commerce
online-store
online shopping
repetition