摘要
在综合分析已有文献的基础上,提出了网络购买行为模型(MOB),对消费者网络购买行为的产生过程以及相关影响因素进行分析。分析结果认为,当消费者有初始购买意向时,对网络的接受程度会影响最终线上购买意向的形成,最后消费者理性程度会影响实际购买行为的产生。此外,采用文献综述法,借鉴相关理论模型并通过MOB解决其中的不足。同时提出的"心理账户"作为理性的测度方式,可为模型的检验手段提供依据。
The transformation from primary buying intention（PBI） formed in off-line stores to online buying intention（OBI） is not a rare phenomenon in recent years,especially with the development of online group-buying.Combining former studies,this paper puts forward the model of online behavior（MOB） to make an explanation to the changing process of intention.The acceptance of online buying system is considered as the moderator influencing the transition from PBI to OBI,and personal factors,such as rationality,are considered as moderators as well,which affects the intention-behavior relationship.According to this theory,the more rational the consumer is,the slower the ＂intention-buying＂ process will be.What＇s more,the conception ＂mental account＂,serves as the measurement of rationality.Finally,the discussion of the significance,theoretical values and advice for further studies of MOB is presented at the end of the paper.
出处
《北京邮电大学学报（社会科学版）》
2012年第3期59-64,共6页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
基金
中央高校基本科研业务费专项资金项目(2012RC1005)
