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网购消费者参与在线交易评价影响因素分析 被引量:10

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摘要 消费者网购后是否参与在线交易评价,是受到多种因素影响的。本文以国内著名C2C购物网站消费者为样本,通过在线调研方式收集150份有效样本。调节回归分析的结果表明,利他主义、影响卖家获得的愉悦、提升自我形象因素与消费者参与在线交易评价意图正相关,而执行成本与消费者参与在线交易评价意图负相关。同时,研究发现,如果所评价商品是体验型产品,则帮助其他消费者获得的愉悦与消费者参与在线交易评价意图之间的正向关系会增强。本文的理论贡献包括:证实商品品类对变量"帮助其他消费者获得的愉悦"与变量"消费者参与在线交易评价意图"之间的关系具有显著的调节作用;在之前研究的基础上首次引入了消费者利他主义特质这一变量,并且发现,利他主义是对消费者参与在线交易评价意图影响最大的因素。本文最后讨论了研究结果的管理意义及研究的局限性,并指出未来的研究方向。
出处 《中国市场》 2011年第24期26-34,共9页 China Market
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参考文献52

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