共查询到19条相似文献，搜索用时 125 毫秒
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在线评论的感知有用性对在线消费者购买意愿的影响路径研究 总被引：1，自引：0，他引：1
《科技创业月刊》2016,(9)
网络购物的兴起,在线评论受到消费者的关注度增加,消费者在网络购物前会参考购买者评论,作为购买决策的指导。在线评论在一定程度上能够刺激消费者的购买意愿,从而产生购买行为。论文在对线评论及其感知有用性的相关理论进行回顾的基础上,分析总结出在线评论有用性感知的影响因素。然后根据购买意愿的研究现状,确定态度对购买意愿的影响。再提出研究假设:在线评论感知有用性对购买意愿的影响经过了态度的中介作用,建立研究模型,并对假设进行验证,最后得出结论建议 相似文献
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随着互联网时代的发展和全球一体化,跨境电子商务近年来进入快速发展的时代,对于跨境电子商务消费者行为的研究十分必要。根据跨境电子商务的独有特点和消费者购买意愿的相关理论,结合技术接受模型建立跨境电子商务消费者行为模型,采用SPSS和AMOS软件对调查数据进行分析,发现感知有用性、感知风险、主观示范可以直接影响消费者的购买意愿,感知易用和互动性可以通过间接因素最终影响消费者购买意愿,而信任和态度作为间接变量对消费者购买意愿也有重大影响。 相似文献
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网络口碑对消费者购买意愿影响实证研究 总被引：8，自引：1，他引：7
从消费者感知的视角,借鉴了TAM理论,构建了网络口碑影响消费者购买意愿的概念模型.模型包括个体差异和消费者感知两个构面,个体差异对消费者感知有影响,并共同影响消费者购买意愿.实证研究表明,关系强度、信任倾向、感知有用性显著正向影响购买意愿;感知风险、感知专业性显著负向影响购买意愿;网络涉入和信任倾向存在正相关关系. 相似文献
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影响顾客网上购物因素的实证研究 总被引：3，自引：0，他引：3
网络购物中的心理障碍是阻碍网民在网上购物的重要因素。本文从口碑的正负两方面,信任的两个维度即能力信任和善意型信任,以及感知的网络风险几个方面考量它们对顾客网上购物的购买意愿的影响。并将顾客群体分为购买者和浏览者两类,分别考察不同因素对其购买意愿的影响程度,采用SEM软件进行实证分析。 相似文献
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基于感知收益-感知风险框架的O2O模式下生鲜农产品购买意愿研究 总被引：1，自引：0，他引：1
技术的发展推动了传统产业与互联网的结合,创造了一种全新的移动互联网商业模式O2O( online to offline)。 O2O模式融合了实体店和线上商城经营的诸多优点,成为一个营销模式创新的范式。感知收益-感知风险框架是消费行为研究的一个主流框架。基于这一框架,本文给出了O2 O模式下生鲜农产品购买意愿的理论框架并提出了一系列假设。实证结果表明：总体态度对感知收益有正面影响,总体态度对感知风险有负面影响;信任对感知收益有正面影响,信任对感知风险有负面影响;感知收益对购买意愿有正面影响;感知风险对购买意愿有负面影响。 相似文献
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社交购物中,产品功利价值感知和基于社交平台的享乐价值感知是决定消费者购买与否的最主要因素.而卖家信任对消费者购买意愿的影响作用会随情况不同发生变化甚至消失:当消费者与卖家的关系亲密程度较低或消费者已有购买意愿较弱时,信任能显著提高购买意愿;但在买卖双方社会关系较好或消费者已经形成较强的购买意愿的情况下,信任的影响作用会消失,即信任会影响最初决策过程的购买意愿,但不会影响立即购买决策. 相似文献
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制度信任对农民参与环境治理决策意愿影响研究 总被引：1，自引：0，他引：1
《软科学》2019,(7):111-115
将环境风险感知和制度信任引入计划行为理论框架,构建农民参与环境治理决策意愿的扩展计划行为理论模型,以四川长宁-威远国家级页岩气示范区周边农民为样本对象,对环境风险感知、制度信任、行为态度、主观规范、知觉行为控制与参与意愿的影响关系进行了实证分析。研究发现:环境风险感知、行为态度、主观规范、知觉行为控制对参与意愿存在显著正向影响关系;行为态度在环境风险感知与参与意愿之间存在中介作用;制度信任不仅正向调节行为态度与参与意愿之间的关系,还增强了行为态度的中介效应,存在有调节的中介效应。 相似文献
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The mediating role of consumer trust in an online merchant in predicting purchase intention 总被引：1，自引：0，他引：1
It is widely known in related literature that trust in a merchant reduces the perceived risk of an online transaction. However, there are theoretical reasons to postulate that the perceived risk acts as a barrier to consumer trust. Furthermore, existing studies suggest that trust is an important predictor of purchase intention. Thus, this research aims at investigating the mediating role of consumer trust in an online merchant in the relationships between components of perceived risk and purchase intention: (1) examining the total effect without mediation, and (2) examining the mediation effect. When we probed the total effect, the findings revealed that performance, psychological, financial, and online payment risks have a significant negative influence on purchase intention. On the other hand, an examination of the mediation effect indicated that trust in an online merchant completely mediates the effect of performance risk, but partially mediates that of the psychological risk. Given the mixture of unmediated as well as mediated effect of perceived risks on purchase intention, the paper concludes that efforts, made by online merchants, to lessen certain types of risk will first improve consumer trust, and then ultimately, increase consumer's intention to buy online. 相似文献
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为了理解在线评论对消费者网络购买意愿影响的主要动因,基于计划行为理论、技术接受模型理论和网购顾客消费体验对在线评论行为作用模型,构建在线评论对消费者网络购买决策影响的动因模型,并提出若干假设,最后通过数据采集,采用AMOS21.0软件进行数据分析,对模型和假设进行了实证研究,统计分析结果表明: 消费者——网站关系、在线评论数量、在线评论质量、在线评论接收者专业能力、在线评论接收者涉入度、在线评论接收者感知风险影响消费者网络购买意愿,在线评论者资信度和在线评论的时效性影响不显著.基于此,本文对结果进行了讨论,并对消费者和网商营销提出了建议. 相似文献
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网络信任的缺位是制约电子商务进一步发展的主要瓶颈,探讨消费者信任的决定要素及由此产生的行为意愿,对于指导业界制定正确的消费者信任提升策略具有重要意义。本研究认为,无网络购物经验消费者初始信任的形成和作用机制与有网络购物经验消费者的持续信任形成和作用机制存在较大差异,为此,分别建立了两类消费者的网络信任模型。基于B2C和C2C网站消费者的大样本数据,采用结构方程建模方法,实证检验了理论模型和相应的一系列假设。研究结果表明：（1）两类信任的形成机制存在明显差异。无网络购物经验的消费者,基于对卖家声誉、网站安全性和网站易用性等反映客体（卖家和网站）特征的因素的感知,判断是否应当信任卖家;有网络购物经验的消费者,则更依赖对商家响应能力和联系沟通水平等反映双方互动特征的因素的体验,判断是否应当继续信任卖家。（2）两类信任的作用机制相似。不论是网络初始信任还是网络持续信任,都决定了消费者的信息提供意愿和网上购物意愿,并且网上购物意愿与信息提供意愿正相关。 相似文献
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零售商的双渠道信任整合既是一个重要的理论问题,也是零售实践中迫切需要解决的难题。本研究以对"苏宁"实体店铺具有初始信任的消费者为研究对象,探究其有线上体验感知后,对该零售品牌的整体信任水平的变化。笔者构建了包括线下信任、结构保证、心流体验、感知一致性等要素对线上、线下信任整合的影响机制模型。研究发现,消费者对零售商店铺的线下信任能够正向影响零售商品牌的信任整合水平,且不同水平的线下信任对零售商品牌信任整合的影响机制不同。在低线下信任情景下,消费者在线上感知的结构保证、心流体验直接作用于零售商品牌的信任整合。高线下信任情景下的消费者,通过线上线下的感知一致性影响零售商品牌的整体信任。本研究发现为零售商进一步提升品牌信任提供了管理启示。 相似文献
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The purpose of this research is to consider how trust in and perceived risk of a mobile marketplace impact a consumer before installing a mobile application. In particular, trust is considered from the perspective of institutionalized trust, where consumers faced with ignorance rely on institutionalized mechanisms for personal safety. A bidirectional research model is presented based on trust and perceived risk as antecedents to the intent to install a mobile application. Data is collected from a survey of 214 participants and is analyzed using structural equation modeling. Results suggest that institutional loyalty plays a significant role in consumers’ intent to install mobile apps. Trust and its antecedent, security, had strong significant positive relationships with the intention to install mobile apps, while risk and its antecedent, privacy, had weak and insignificant relationships. The bidirectional model’s relationship between trust and risk was also insignificant in both directions, further suggesting that perception of risk is an insignificant factor in the intent to install mobile apps. 相似文献
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网络社区中的交互成为消费者制定决策的重要途径。在回顾国外相关文献的基础上,文章归纳出以往关于网络社区交互的研究尚集中在网络社区交互的基础性研究、交互动机、价值、效应及交互过程的影响因素等领域上。通过对相关文献的梳理和总结,最后探讨了未来的研究方向。 相似文献
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Ilyoo B. HongAuthor Vitae Hwihyung ChoAuthor Vitae 《International Journal of Information Management》2011,31(5):469-479
The online merchant of an e-marketplace consists of an intermediary, providing the market infrastructure, and the community of sellers conducting business within that infrastructure. Typically, consumers willingly buy from unknown sellers within an e-marketplace, despite the apparent risk, since they trust the institutional mechanisms furnished by the relatively well-known intermediary. Consumers’ trust in one component of the e-marketplace merchant may not only affect their trust in the other, but also influence the way consumers make online purchases. This paper explores the impact of trust on consumer behavior in e-marketplaces. An empirical study has been conducted to accomplish our research objectives, using a questionnaire survey of 222 active e-marketplace shoppers in Korea. The results reveal that consumer trust in an intermediary has a strong influence upon both attitudinal loyalty and purchase intentions, although consumer trust in the community of sellers has no significant effect on the two constructs representing consumer behavior. In addition, it was found that trust is transferred from an intermediary to the community of sellers, implying that the trustworthiness of the intermediary plays a critical role in determining the extent to which consumers trust and accept the sellers in the e-marketplace. This paper offers some implications from the findings of the research. 相似文献
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Consumer distrust is only recently beginning to be perceived as an important e-commerce issue and, unlike online trust, the nature and role of distrust is much less established. This study examines the influence of two important consumer characteristics (ethical ideology and risk aversion) on consumer’s ethically-based distrust of online retailers. Also, the moderating role of consumer’s need for personal contact with sales staff is tested. Results from 409 online consumers confirm that both relativist-based ethical ideology and risk aversion are strongly and positively related to consumers’ distrust. Interestingly, our findings show that positive effects of relativism and risk aversion on consumer’s distrust are moderated by consumers’ need for personal interaction, which is more pronounced for those consumers with a high need for personal interaction with retail salespeople. 相似文献