“互联网+”背景下顾客网购行为影响因素研究——以在校大学生为例

A Study on the Influencing Factors of Online Shopping Behavior under the Background of“Internet+”——Taking College Students as an Example

为了帮助电子商务企业更好地留住顾客,文章在前人研究的基础上加入了物流因素以及商家与顾客情感互动因素,提出了顾客网购行为影响因素的假设模型,并以在校大学生为例通过结构方程进行了实证研究。研究发现,顾客网购意愿是顾客网购行为最直接的影响因素;顾客满意感、商家与顾客情感互动以及选择成本直接影响顾客网购意愿;而商家因素、物流因素、网站因素以及商品因素则直接影响顾客满意感,从而间接影响了顾客网购意愿。

In order to help e-commerce enterprises to better retain customers,based on previous studies,this paper adds logistics factors and emotional interaction factors between businesses and customers,and puts forward a hypothetical model of influencing factors of online shopping behavior of customers,and takes college students as an example to conduct empirical research through structural equation.The study found that customers'online shopping intention is the most direct influencing factor of customers'online shopping behavior.Customers'satisfaction,emotional interaction between business and customer and selection cost affect customers'online shopping intention directly.While business factor,logistics factor,website factor and commodity factor affect customers'satisfaction directly,thus affect customers'online shopping intention indirectly.Finally,according to the conclusion of the study,this paper puts forward the countermeasures and suggestions for the development of e-commerce enterprises.