基于顾客感知价值的网络团购消费者购买行为研究
摘要
采用实证研究方法,从顾客感知价值的视角研究网络团购消费者购买行为,分析了网络团购企业顾客感知价值维度组成,及其对团购消费者购买决策的影响。问卷调查收到138份有效问卷。结果表明,感知质量、感知价格利益、感知便利三个维度都会对团购消费者购买决策产生积极的影响;而感知风险与消费者网络团购决策是负相关的。最后,对网络团购企业提升顾客感知价值提出几点建议。
引文
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[13]S Antony,Z Lin,B Xu.Determinants of Escrow Service Adoption in Con-sumer-to-consumer Online Auction Market:An Experimental Study[J].Decision Support Systems, 2006,42(3):1889-1900.
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[2]Jyh-Jian Sheu,Yao-Wen Chang,Ko-Tsung Chu.Applying Decision TreeData Mining for Online Group Buying Consumers'Behaviour[J]. Interna-tional Journal of Electronic Customer Relationship Management,2008,2(2):140-157.
[3]陈虹妤.消费者参与网路团购行为之决定因素[D].台北:世新大学,2010.
[4]侯清麟,张晖勇.消费者网络团购行为分析[J].湖南工业大学学报:社会科学版,2011(4).
[5]Jarvenpaa S L,Todd P A. Consumer Reactions to Electronic Shopping onthe World Wide Web[J].International Journal of Electronic Commerce,1996(1):59-88.
[6]Blackwell S A,Szeinbach S,Bares J,et al. The Antecedents of CustomerLoyalty[J]. Journal of Service Research,1999,1(4):362-375.
[7]钟小娜.网络购物模式下的顾客感知价值研究[J].经济论坛,2005(15).
[8]蔡继康,刘温. B2C网络消费过程中的顾客感知价值实证研究[J].经营管理者,2011(14).
[9]胡允银.知识产权密集型产品顾客感知价值驱动要素及影响因子剖析[J].情报杂志,2009(8):10-13.
[10]Valarie A Zeithaml.Consumer Perceptions of Price,Quality,and Value:A Means-End Model and Synthesis of Evidence[J].Journal of Marketing.1988,52(3):2-22.
[11]Ching-Wen Chu,Hsi-Peng Lu, Factors Influencing Online Music Pur-chase Intention in Taiwanl:An Empirical Study Based on the Value-In-tention Framework[J].Internet Research,2007(17):139-155.
[12]A Bhatnagar,S Misra,H R Rao.On risk,Convenience,and Inter netShopping Behavior[J].Communications of the ACM, 2000,43(11):98-114.
[13]S Antony,Z Lin,B Xu.Determinants of Escrow Service Adoption in Con-sumer-to-consumer Online Auction Market:An Experimental Study[J].Decision Support Systems, 2006,42(3):1889-1900.
[14]Khalifa M,Liu M.Online Consumer Retention:Contingent Effects of On-line Shopping Habit and Online Shopping Experience[J]. EuropeanJournal of InformationSystems, 2007,16(6):780-792.
[15]Riegner C.Word of Mouth on the Web:The Impact of Web 2.0 on Con-sumer Purchase Decision[J]. Journal of Advertising Research,2007,47(4):436-447.