消费者网络购物渠道决策——基于感知价值

Consumer's Network Channel Decision-Making for Shopping——Basing on Perceived Value

研究消费者网络渠道决策有助于企业开展协同营销。以感知价值为视角,对消费者网络渠道决策的影响因素进行分析,提出消费者网络渠道决策假设模型,采用结构方程模型方法对样本数据进行拟合分析。分析结果表明:感知价值是影响消费者网络渠道决策的最重要直接因素,与消费者网络渠道购物意愿正相关,感知风险次之,与消费者网络渠道购物意愿负相关。从影响感知价值因素看,感知风险对感知价值的影响程度最高,说明风险仍是目前制约消费者网络购物的最大障碍。此外,消费者的风险态度与网络渠道购物意愿正相关,消费者风险态度越趋向风险型,选择网络渠道的意愿就越强。

Research on consumer＇s network channel decision-making contributes to carrying out synergic marketing for enterprise. Taking perceived value as the angle of view,this paper analyses the factors impacting on consumer＇s network channel decision- making,and proposes the hypothetic model of consumer making network channel decision. The fitting analysis of sample data is carried out by using structural equation modeling in this paper. The analyzed results are as follows. Perceived value is the most important factor which impacts on consumer to make network channel decision, and is positive relative to consumers＇willingness to buy via network channel. Perceived risk is lesser than perceived value and is negative relative to consumers＇willingness to buy via network channel. From the point of factors impacting on consumer＇ s perceived value, perceived risk has the most important effect on perceived value ,which reveals the risks are still the most serious obstacle impeding consumer e-shopping currently. In addition, consumer＇s risk attitude is positively related to consumers ＇willingness to buy via network channel ,and the more consumers ＇risk attitude inclines to risk, the stronger consumers＇willingness to buy via network channel is.