个性化服务对大学生网购意愿的影响机制研究
The Influence Mechanism of Personalized Services on College Students’ Online Shopping Intention
摘要: 随着国民收入水平的稳步提升，居民消费结构持续升级。在互联网技术、计算机技术与网络购物模式深度融合的背景下，消费者的购物方式已突破传统模式，呈现出多元化、数字化的特征。为提升用户体验并促进销售转化，个性化服务应运而生，并在很大程度上影响消费者的购买决策。大学生作为在线购物的核心群体之一，消费能力较强，是电子商务市场中的重要目标用户。本文以在校大学生为研究对象，聚焦个性化服务对其线上购买意愿的影响机制。
Abstract: With the steady increase in national income levels, the consumption structure of residents continues to upgrade. Against the backdrop of the deep integration of internet technology, computer technology, and online shopping models, consumers’ shopping methods have transcended traditional models, exhibiting diversified and digital characteristics. To enhance user experience and promote sales conversion, personalized services have emerged and significantly influence consumers’ purchasing decisions. As one of the core groups in online shopping, college students possess considerable spending power and are important target users in the e-commerce market. This paper takes current college students as the research object, focusing on the influence mechanism of personalized services on their online purchase intention.
文章引用：韦广宽. 个性化服务对大学生网购意愿的影响机制研究[J]. 电子商务评论, 2026, 15(6): 282-289. https://doi.org/10.12677/ecl.2026.156635

参考文献

[1] Al-Qurishi, M., Hossain, M.S., Alrubaian, M., Rahman, S.M.M. and Alamri, A. (2018) Leveraging Analysis of User Behavior to Identify Malicious Activities in Large-Scale Social Networks. IEEE Transactions on Industrial Informatics, 14, 799-813. [Google Scholar] [CrossRef] 
[2] Zeithaml, V.A. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22. [Google Scholar] [CrossRef] 
[3] 储坛明. 基于SOR理论的消费者网购渠道选择意愿研究——以企业官网与第三方旗舰店为例[D]: [硕士学位论文]. 北京: 北京邮电大学, 2018.
[4] Hsu, C.L., Chang, K.C., Chen, M.C., et al. (2012) The Impact of Website Quality on Customer Satisfaction and Purchase Intention: Perceived Playfulness and Perceived Flow as Mediators. Information Systems & E-Business Management, 10, 549-570.
[5] Lavie, T. and Tractinsky, N. (2004) Assessing Dimensions of Perceived Visual Aesthetics of Web Sites. International Journal of Human-Computer Studies, 60, 269-298. [Google Scholar] [CrossRef] 
[6] Mayer, R.C., Davis, J.H. and Schoorman, F.D. (1995) An Integrative Model of Organizational Trust. The Academy of Management Review, 20, 709-734. [Google Scholar] [CrossRef] 
[7] Ruvio, A., Shoham, A. and Makovec Brenčič, M. (2008) Consumers’ Need for Uniqueness: Short-Form Scale Development and Cross-Cultural Validation. International Marketing Review, 25, 33-53. [Google Scholar] [CrossRef] 
[8] Sweeney, J.C. and Soutar, G.N. (2001) Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77, 203-220. [Google Scholar] [CrossRef] 
[9] Dodds, W.B., Monroe, K.B. and Grewal, D. (1991) Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28, 307-319. [Google Scholar] [CrossRef] 

为你推荐