消费者网上购买高卷入度产品影响因素实证研究

An empirical study on factors affecting consumers' online purchasing high-involvement products

高卷入度、高价值产品的互联网销售发展相对缓慢,汽车是典型代表,而消费者对网购汽车的接受意愿通常被认为是影响汽车网上直销进程的重要因素。本文通过对大量真实车主的调研和实证分析,探讨了影响消费者网上购车意愿的因素。研究发现,消费者对电商平台的感知风险与其网上购车意愿呈负相关;同时,消费者网购汽车感知风险与其购买意愿的关系受到消费者对电商平台品牌信任的负向调节;进一步研究发现,消费者的产品热情又会影响这种调节作用。在高风险的条件下,高产品热情的消费者网上购买的接受意愿更强;低风险下,则不显著。

As a high-involved and high-value product, theprogress of car＇s online sales is considered to be fallen behindthe development of FMCG （fast moving consumer goods）,and the important factor that influences the development ofe-business in the automobile industry is the car purchaseintention that used by the consumers through online channel.This paper analyzed the factors that affected consumer＇s onlinecar purchases by investigated and surveyed substantial real carowners. First, it found that consumers＇ perceived risk and theonline purchase intention were negatively correlated. Second,consumers＇ brand trust for the e-commerce platform negativelymoderatesthe relationship between the perceived risk andonline purchase intention. Finally, as the further researchshown, consumers＇ product enthusiasm can have the interactioneffect of perceived risk and consumers＇ brand trust of onlinechannel on their online purchase intention. In conditions ofhigh risk, highly product enthusiastic consumers of productspurchased online intention are stronger;in conditions of lowerrisk, it is not significant.