摘要
文章通过构建顾客网上购买意愿评价指标体系,设计问卷统计相关数据,采用模糊层次分析法计算各项指标的权重并排序,得到顾客网上购买意愿影响因素的重要性排序为:在线评论的内容价值(12.96%)、在线评论的感知接受性(11.11%)、质量风险(9.72%)、在线评论的可信性(9.26%)、感知有用性(9.09%)、隐私风险(8.33%)、感知易用性(7.58%)、主观规范(7.29%)、信誉风险(6.95%)、顾客创新性(5.21%)、灵活性(5.00%)、相容性(4.17%)、低约束性(3.33%),并依据实证结论对提高电商销售量提出了相应的对策建议。
This papaer, through the building of customer online purchase intention evaluation index system, designs the questionnaire to collect relevant data, and by using Fuzzy Analytic Hierarchy Process, calculates the weight of each index and sortthem as follows： online reviews the content of the value（12.96%）, online reviews the perception of acceptance（11.11%）, quality risks（9.72%）, the reliability of online reviews（9.26%）, Perceived usefuiness（9.09%）, privacy risks（8.33%）, perceived ease of use（7.58%）, subjective norms（7.29%）, credit risks （6.95%）, customers innovative（5.21%）, flexibility（5.00%）, compatibility（4.17%）, low binding（3.33%）. The empirical conclusion of this study puts forward corresponding countermeasures and suggestions for the development of online merchants.
出处
《价值工程》
2015年第29期62-65,共4页
Value Engineering
关键词
购买意愿
模糊层次分析
权重
purchase intention
Fuzzy Analytic Hierarchy Process
weight
