CAJ | 학술논문

以感知价值和感知风险为基础，结合评价质量、感知易用和感知有用等因素分析它们对消费者网上购买意愿的影响，提出了网上购买意愿影响因素的概念模型与假设。大学生网购前4名为服装、家居饰品、书籍音像制品、化妆品。以在校大学生作为调查人群，通过调查问卷与SEM分析的方法，分析了变量对购买意愿的影响以及变量之间的相互关系。实证结果显示，感知价值是影响购买意愿的主要因素，感知风险并没有直接影响购买意愿，感知有用对感知价值呈正向影响关系。
이감지개치화감지풍험위기출，결합평개질량、감지역용화감지유용등인소분석타문대소비자망상구매의원적영향，제출료망상구매의원영향인소적개념모형여가설。대학생망구전4명위복장、가거식품、서적음상제품、화장품。이재교대학생작위조사인군，통과조사문권여SEM분석적방법，분석료변량대구매의원적영향이급변량지간적상호관계。실증결과현시，감지개치시영향구매의원적주요인소，감지풍험병몰유직접영향구매의원，감지유용대감지개치정정향영향관계。
Basing on the conceptions of perceived value and perceived risk and combining them with such factors as assessment quality, perceived convenience and perceived usefulness, the paper explores the effects of these conceptions on consumers＇ online purchase intention, and presents a conceptual model and hypothesis of online purchase intention affecting factors. College students focus most of their online shopping on clothing, household accessories, books ＆ audiovisual products, and cosmetics, etc. With the data from a survey conducted among college students and by means of SEM, this paper analyzes the impact imposed by variables of purchase intention as well as the interrelationship among those variables. The empirical result shows that perceived value is the main affecting factor on purchase intention, while perceived risk has no direct impact on purchase intention, and perceived usefulness has a positive effect on perceived value.