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云南建水紫陶消费者购买意愿影响因素探究

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摘要 本文运用技术接受模型以及感知风险理论,建立云南建水紫陶的消费者购买意愿影响因素模型,根据对300个有效调查样本进行的分析检验得出结论:云南建水紫陶消费者的感知有用性与感知易用性对其购买意愿起到了显著积极影响;感知风险对其购买意愿产生了负面影响;感知易用性对感知有用性有显著的积极影响。由此,本文对云南建水紫陶的产品经营提出建议,希望有助于实现未来云南建水紫陶产品经营的新繁荣。
机构地区 云南大学
出处 《商场现代化》 2019年第10期4-6,共3页
基金 2017年国家级大学生创新创业训练计划项目:基于互联网的建水紫陶产业发展研究
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