摘要
根据消费者网络购买决策理论,人们在线购买行为要从搜索产品信息开始。本文从消费者的视角切入,采用结构方程模型方法研究搜索引擎对网络购买意愿的影响。研究表明,搜索引擎排名和搜索成本对在线消费者的购买意愿存在影响,并根据消费者专业能力的不同,对搜索引擎排名与态度之间存在调节关系。
Based on consumers＇ online purchase decision theory,the online buying behavior begins with the searching.An empirical study about online buying intension is carried through to test the hypotheses by structure equation model（SEM）in the consumer＇s perspective.The result reveals that search engine rankings and search costs influence consumer＇s online buying intension.Besides,Consumer expertise plays a moderating role between the search engine rankings and attitudes.
出处
《江苏商论》
2012年第5期47-49,共3页
Jiangsu Commercial Forum
关键词
搜索引擎排名
搜索成本
消费者专业能力
态度
购买意愿
search engine ranking
search cost
Consumer expertise
attitude
Online Buying Intension
