现代情报
現代情報
현대정보
Journal of Modern Information
2014年
2期
37~42
,共null页
网络消费 购买决策 关键影响因素 结构方程模型
網絡消費 購買決策 關鍵影響因素 結構方程模型
망락소비 구매결책 관건영향인소 결구방정모형
interact consumption; online purchasing decision; critical detenninants; structure equation model
针对关键影响因素进行深入研究,首先基于前人相关研究成果构建了网络购买决策影响因素的假设模型,然后利用基于淘宝网和问卷星调研平台获取的全国性调查数据,通过因子分析对假设模型进行优化.最后运用结构方程模型验证了假设模型的合理性,从而得到影响网络购买决策的关键因素.
針對關鍵影響因素進行深入研究,首先基于前人相關研究成果構建瞭網絡購買決策影響因素的假設模型,然後利用基于淘寶網和問捲星調研平檯穫取的全國性調查數據,通過因子分析對假設模型進行優化.最後運用結構方程模型驗證瞭假設模型的閤理性,從而得到影響網絡購買決策的關鍵因素.
침대관건영향인소진행심입연구,수선기우전인상관연구성과구건료망락구매결책영향인소적가설모형,연후이용기우도보망화문권성조연평태획취적전국성조사수거,통과인자분석대가설모형진행우화.최후운용결구방정모형험증료가설모형적합이성,종이득도영향망락구매결책적관건인소.
qlais paper attempted to examine the key factors. Firstly Assumption model for influencing factors on online pur- chasing decision was built based on previous literatures and optimized by factor analysis based on national survey data through taobao.com and the 3rd- part questionnaire survey platform. Next, assumption model was verified by structural equation model, by which finally critical determinants of online consumer decision making were drawn.
