标题:
中国消费者网上购书意向模型与影响因素实证研究
An Empirical Study of the Intention Model and Affecting Factors of Online Book Buyers in Chinese Social Context
作者:
韦福祥, 赵芬
关键字:
网上购书, 态度, 意向
On-Line Book Shopping; Attitude; Intent
期刊名称:
《Service Science and Management》, Vol.2 No.1, 2013-02-26
摘要:
本研究在对网上购书特点进行分析的基础上，在整理、归纳和分析网上购物行为的文献的基础上，提出了影响在线消费者网上购书的因素，并借鉴技术接受模型建立了消费者网上购买意向设想模型。同时，本研究还通过线上与线下的问卷调查研究收集了大量的数据，并运用SPSS、AMOS等统计软件对设想模型进行修正及检验，最终确立图书在线消费者购买意向模型，为图书网商改进管理提出参考建议。This paper puts forward the factors which affects book buyers on the basis of analyzing the characteristics of on-line book-buying behavior and literatures about on-line shopping; then this paper founds probable consumers’ intent model of on-line book shopping and modifies the model by collecting a mass of data and analyzing it with statistical software—SPSS and AMOS, and finally, establishes the book buyers’ intent model of on-line book shopping and provide some managerial implications.