影响消费者重复网上购物行为因素的实证研究--基于电子商务环境和网络商店因素的数据分析被引量：34

Factors Influencing Consumers' Online Repurchasing Behavior——An Empirical Study from Ecommerce Environment and Online-store Standpoints

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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.

作者常亚平朱东红张金隆

机构地区华中科技大学管理学院武汉科技学院经济管理学院

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

分类号 F713.36 [经济管理—产业经济] F275 [经济管理—企业管理]

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参考文献16

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