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网络顾客购买意愿影响因素实证研究——顾客信任的中介作用 被引量:23

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摘要 本文以网络顾客为调查对象,探讨了信任前因、信任与购买意愿之间的关系。实证分析结果表明,顾客满意、声誉、转换成本对顾客信任有着显著的正向影响,顾客信任对顾客购买意愿有着显著的正向影响,顾客信任在顾客满意、声誉、转换成本和顾客购买意愿之间起着部分中介效应。
出处 《消费经济》 CSSCI 北大核心 2009年第4期35-39,共5页 Consumer Economics
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