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网络购物购买意愿的影响因素及其复杂关系研究——基于PLS-SEM与贝叶斯网络 被引量:8

Factors Influencing Online Shopping Purchase Intention and Their Complex Relationships:Based on PLS-SEM and BN
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摘要 为了更加准确地研究影响购买意愿的因素及其之间的关系,提出基于PLS-SEM与贝叶斯网络的预测和诊断方法。该方法既发挥了PLS-SEM基于理论的实证能力,又突出了贝叶斯网络处理非线性关系及预测和诊断的能力;将该方法应用到网络交易成本与购买意愿关系的研究中,明确了交易成本、不确定性、购买频率、信任度和购买意愿间的关系,为企业制定有效的交易成本管理决策提供了依据。 A combined method based on PLS-SEM and Bayesian network is proposed,which has the ability to more accurately study the factors that affect purchase intention and the relationship between them.The combined method not only exerts PLS-SEM’s confirmed ability,but also highlights the abilities of Bayesian network to handle the nonlinear and predict and diagnose.The combined method is applied to the study of the network transaction cost and purchase intention,specifically the relationship between transaction cost,uncertainty,purchase frequency,trust and purchase intention,which provides a basis for enterprises to make effective transaction cost management decisions.
作者 李哲 马中东 LI Zhe;MA Zhong-dong(Faculty of Management and Economics,Dalian University of Technology,Dalian 116024,China;School of Business,Liaocheng University,Liaocheng 252059,China)
出处 《统计与信息论坛》 CSSCI 北大核心 2018年第8期110-117,共8页 Journal of Statistics and Information
基金 国家社会科学基金项目<全球价值链视角下产业集群的质量升级路径与对策研究>(17BJL007)
关键词 网络购物 交易成本 购买意愿 PLSSEM 贝叶斯网络 online shopping transaction cost purchase intention PLS-SEM Bayesian network
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