在线店铺设计对消费者购买意愿的影响研究被引量：8

The Influence Mechanism Study of the Online Store Design on Consumers' Purchase Intention

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摘要随着电子商务的发展,在线店铺日益增多,店铺设计的窗口也变得日益繁杂。通过因子分析、回归分析等方法对在线店铺的窗口进行了研究,构建了在线店铺的窗口群分类,揭示了不同类别的窗口群对消费者购买意愿的影响机制。研究结果发现:在线店铺功能窗口可以划分为7个窗口群:资源便利、交易可靠、邮件促销、便利服务、个性化、促销、公开信息。资源便利、交易可靠、邮件促销、便利服务对购买意愿有显著影响,其中资源便利和交易可靠是主要影响因素。 Due to the development of Electronic Commercial and the prosperity of online stores,the complexity of site structures is ever-increasing.The author adopts the method of factor analysis and linear regression analysis to study the online store windows.The author provides a theoretical framework for categorizing the online store windows and reveals the mechanism of different kinds of online store windows＇ influences on Chinese consumers＇ purchase intention in online shopping.In this paper,we construct on-line store window group classification;reveal the influence mechanism of different types window groups on purchase intention.We found that transaction reliability,convenience of access to resources,personalized design and service,information disclosure,e-mail promotion,convenient service and promotion had significant effects on purchase intention,in which resources facilities and transaction reliability are major factors.

作者常亚平韩丹姚慧平张金隆

机构地区华中科技大学管理学院武汉纺织大学经济管理学院

出处《管理学报》 CSSCI 2011年第6期879-884,共6页 Chinese Journal of Management

基金国家自然科学基金资助项目(70872037 70731001 71072032)

关键词店铺设计窗口群购买意愿机制 store design store window group purchase intention mechanism

分类号 C93 [经济管理—管理学] F224-39 [经济管理—国民经济]

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