基于交易成本视角构建电子商店新模式的研究

On Constructing Neo-Model of Electronic Store from Perspective of Transaction Cost

以交易成本为基础,利用电子商店的新模式对其间相互的影响关系进行实证研究,结果发现消费者的知觉风险对购买意愿不具有直接负向影响;知觉风险对交易成本具正向影响;信任对购买意愿具有正向影响;信任对知觉风险具负向影响;交易成本对消费者网络购买意愿具负面影响。应致力于降低消费者知觉风险和提升消费者信任,并重视交易成本这个重要中介变数,以增加购买意愿。

On the basis of transaction cost, using the new model of electronic store for empirical research it finds that consumers＇ perceived risk does not have a direct negative impact on purchase intention of their mutual relations; perceived risk and transaction cost have positive effects; trust has a positive impact on purchase intention; trust has negative effect on perceived risk transaction cost; negative influence on consumer purchase intention. Efforts should be made to reduce perceived risk and enhance consumer trust, and signify the transaction cost of this important intermediate variable, in order to increase purchase intention.