基于大学生的感知价值与网上购买决策研究——以风险取向为调节变量

Research on relationship between perceived value and purchase decision online based on college students——regarding risk type as moderating variable

文章以大学生为研究对象,192份问卷数据为支撑,在验证了感知价值与网上购买决策关系的基础上,又引入了风险取向这一调节变量。实证结论如下:高风险取向削弱了功能价值与网上购买决策之间的正向关系,增强了情感和社会价值与网上购买决策之间的正向关系,低风险取向增强了功能价值与网上购买决策之间的正向关系,削弱了情感、社会价值与网上购买决策之间的正向关系。

This paper choses college students as the research object, using the data from 192 students, not only proved the relationship between perceived value and online purchase decision,but also brought the risk orientation as a moderating variable.The empirical results show that：high risk orientation has a negative influence between functional value and online purchase decision,but has a positive impact on the relationship between emotional and social value and online purchase decision; low risk orientation has a positive influence between functional value and online purchase decision, but has a negative impact on the relationship between emotional and social value and online purchase decision.