电子产品网购人群消费心理的统计研究

Statistical Study on Consumer Psychology of Online Shopping for Electronic Products

我国电子商务的高速发展对人们的生活方式产生了巨大影响,电子产品的线上消费占据了电商相当大的比重。通过梳理相关文献,将电子产品网购消费心理划分为从众心理、感知物流高效、感知财务安全和感知质量保证四个维度,通过问卷调查的方法对消费心理量化,并利用结构方程模型分析电子产品网购意愿的心理作用机制。结果表明:感知物流高效、感知质量保证对电子产品网购意愿具有显著的正向影响,而其余两个维度消费心理对电子产品网购意愿无显著影响。因此,电子商务平台应对电子产品的质量严格把控,同时提高物流服务效率,以提高消费者的网购意愿,从而扩大电子产品的消费市场。

The rapid development of e-commerce in China has a great impact on people's way of life,and the online consumption of electronic products occupies a large proportion of e-commerce.This paper combs the relevant literature,divides the consumer psychology of electronic product online shopping into four dimensions:herd psychology,perceived logistics efficiency,perceived financial security and perceived quality assurance.The psychological mechanism of electronic product online shopping willingness is analyzed by using structural equation model.The results show that perceived logistics efficiency and perceived quality assurance have a significant positive impact on the willingness of electronic products to buy online,while the other two dimensions of consumer psychology have no significant impact on the willingness of electronic products to buy online.Therefore,the e-commerce platform should strictly control the quality of electronic products and improve the efficiency of logistics services in order to improve consumers'willingness to buy online and thus expand the consumer market of electronic products.