| 电子商务下消费者购买行为偏好的量化研究 |
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| 引用本文： | 王崇,赵金楼.电子商务下消费者购买行为偏好的量化研究[J].软科学,2011,25(8):134-138. |
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| 作者姓名： | 王崇 赵金楼 |
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| 作者单位： | 1. 哈尔滨工程大学经济管理学院,哈尔滨150001;淮海工学院商学院,山东连云港222000
2. 哈尔滨工程大学经济管理学院,哈尔滨,150001 |
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| 基金项目： | 国家自然科学基金项目(70801022) |
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| 摘 要： | 研究电子商务下消费者行为偏好有助于了解网络消费者的决策心理,制定正确的营销策略。结合网络购物特点,基于消费者商品效用最大化原则,提出了购买风险、商品质量、价格、售后服务及商品配送5个决策指标,建立了商品效用量化模型,在此基础上,构建了网络消费者购买商品偏好序列曲线。研究结果表明,偏好序列曲线反映了消费者对待商品的态度、偏好及网络消费者的决策行为模式。
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| 关 键 词： | 网络消费者 效用 购买决策 偏好 |
Quantified Research on Consumers' Purchasing Behavior Preference in Electronic Commerce |
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| WANG Chong,ZHAO Jin-ou.Quantified Research on Consumers' Purchasing Behavior Preference in Electronic Commerce[J].Soft Science,2011,25(8):134-138. |
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| Authors: | WANG Chong ZHAO Jin-ou |
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| Institution: | WANG Chong,ZHAO Jin-1ou |
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| Abstract: | Combined with E-shopping's characteristics,this paper proposes purchasing risk,product quality,price,after-purchase service and transportation as decision criterions based on the maximum principle of product utility,and establishes the quantified model of products' utility.Furthermore,it constructs E-shopper's preference sequence curve of shopping.The result indicates that this curve reflects E-shopper's attitude and preference for products and decision behavior pattern. |
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| Keywords: | E-shopper utility decision preference |
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