消费者对网络商店选择意向和行为的影响因素研究

Influencing Factors of Consumers' Choice Intention and Behavior toward Online Stores

近年来加入网购的消费者规模不断增长,他们如何选择下单网店是网络商店关心的主要问题。由回归分析可知,感知信息质量、感知服务质量和感知系统质量均正向影响消费者对网店的选择意向,而选择意向又会影响他们实际的选择行为。当消费者具有较高的感知安全和感知便利时,网店质量对选择意向的影响会增强。感知安全和感知便利对选择意向和实际选择行为有调节作用。

In recent years, with an increasing number of consumers shopping online, how they choose anonline store to place an order is the main concern of online store owners. By regression analysis, the per-ceived information quality, perceived service quality and perceived system quality had a positive effect onconsumers＇ choice intention toward online store, and the choice intention also influenced their actualchoice behavior. When the consumers perceived higher safety and convenience, the influence of onlinestore quality on choice intention could be enhanced. The perceived safety and perceived convenience hadthe moderating effect on choice intention and actual choice behavior.