团购商家因素、感知风险对购物放弃行为的影响

The Influence of Online Group-buying Business Factors and Perceived Risk on the Behavior of Shopping Abandonment

本文以"非现场体验网络团购类产品"为研究对象,提出商家因素-感知风险-购物放弃的研究模型,并采用结构方程模型进行实证检验,结果表明:产品介绍对经济、功能、时间及身体风险有显著负向影响,销售服务对经济、功能、社会、时间、身体及心理风险有显著性负向影响,商家形象对经济、社会、时间、身体及心理风险有显著性负向影响,商家信誉对经济和身体风险有显著性负向影响,社会及心理风险对搜寻放弃有显著性正向影响,心理风险对购物车放弃有显著性正向影响,社会及身体风险对支付放弃有显著性正向影响。

Taking＂off- site experience＇ s online group- buying products＂as the object of study,this paper builds＂business factors,perceived risk and behavior of shopping abandonment＂and uses SEM to empirically test it,finding product introduction has significant negative impacts on economic,functional,time and physical risk; sales service has significant negative effects on economic,social,functional,time,physical and psychological risk; business image has significant negative impacts on economic,social,time,physical and psychological risk; business credibility has significant negative effects on the economic and physical risk; social and psychological risk have significantly positive influence on the search abandonment; psychological risk has significant positive effects on shopping cart abandonment,and social and physical risks have significantly positive effects on paying abandonment.