反向代际影响对消费者网络购买意愿的作用研究

Research on the Effect of Reverse Intergenerational Influence on Consumers’ Online Purchase Intention

在移动互联网时代,年长一代群体的消费潜力已经不容忽视。通过问卷调查收集数据验证了反向代际影响对消费者网络购买意愿的作用,并发现消费者感知风险中介了这种作用。结果表明,反向代际影响的三个维度(消费推荐、消费沟通、消费创新)会对消费者的网络购买意愿产生正向影响,并且三个维度的影响程度存在差异,消费创新的影响更为显著。

In the era of mobile Internet,the consumption potential of the older generation cannot be ignored.The data collected through the questionnaire verified the effect of the reverse intergenerational influence on consumers’ online purchase intention,and found that consumers’ perceived risk mediated this effect.The results show that the three dimensions of reverse intergenerational influence(consumption recommendation,consumption communication and consumption innovation) will have a positive impact on consumers’ online purchase intention,and the influence degree of the three dimensions is different,and the impact of consumption innovation is more significant.