后疫情时代消费者网购意愿影响因素分析——基于因子分析法

Analysis of Influencing Factors of Consumers’Willingness in Online Purchases in the Post-epidemic Era——On the Strength of Factor Analysis

新冠肺炎疫情对我国经济和居民生活产生了巨大影响,疫情防控期间人们外出受到限制,将无法实现的线下购物需求转移到了线上,使得我国网购业务量产生了较大的变化。文章首先在前人研究基础上,利用因子分析法分析各特征变量对后疫情时代居民网购意愿的影响方式及影响程度;其次,对影响消费者网购意愿的产品满意因子、保障因子和物流因子进行了检验;最后,采用最优尺度回归检验三个因子与消费者购买意愿的关系,证实三个因子对居民网购意愿都产生正向影响。

The COVID-19 epidemic has generated huge impacts on China’s economy and people’s lives.Owing to the restrictions during the epidemic period,the offline purchased is transferred to the online purchased resulting in significant changes in China’s online business volume.On the basis of previous studies,this paper firstly makes use of factor analysis in analyzing the influence mode and degree of each characteristic variable on residents’willingness of online purchases in the post-epidemic era.Secondly,the product satisfaction factor,guarantee factor and logistics factor that affect consumers’willingness of online purchases are inspected.Finally,the optimal scale regression is used to test the relationship between the three factors and consumers’willingness of purchases,and it is confirmed that the three factors have a positive impact on residents’willingness of online purchases.