互联网环境下基于消费者感知价值的购买决策研究

:2006208215:(70501009);(050417),,(,150006):,,540,,,,:;;;:F713.55:A:100325192(2007)0320021205ResearchintoNetworkConsumersDecisionBehaviorBasedonPerceivedValueinE2shoppingEnvironmentWANGChong,LIYi2jun,YEQiang(SchoolofManagement,HarbinInstituteofTechnology,Harbin150006,China)Abstract:Combiningwithperceivedvalue,thispaperanalysesconsumersdecisionbehavior,andputsforwardimportantresearchhypothesesinfluencingnetworkconsumersdecisionbehavior.Internetandmanualsurveywasimplementedand540validresponseswerereceived.Thequantitativeanalysisonsampledataiscarriedoutbyusingstructuralequationmodeling.Theresearchresultsshowthatperceivedvaluehasapositiverelationshipwithconsumerswillingnesstobuyonline.Finally,theimplicationsoftheresultsarediscussedandsuggestionsforfutureresearchareproposed.Keywords:perceivedvalue;perceivedrisk;decisionbehavior;purchasewillingness1(CNNIC),2006630,1.23,1,,,,31%,,72%,,[1],,[2,3],,[4,5],,,,2,[6],,,[7],,,,,12Vol.26,No.3FORECASTING20073,,,,,,,[8],,,,,[9],:,,;,,,,[10],,,,,,,,:H1,,[6],Monroe,,Zeithaml,,,,,:H2H3,,,[7],[11],,,,,,,,:H4H5H6,,,,133.1,,,,MP3,:,,,25,15,,5,1:,2:,3:,4:5:,,,1000,512,460,46%,:60.2%39.8%,:20249.4%,253026.4%,314556.4%,46507.8%,:69.4%,()30.6%22Vo1.26,No.3200731B01MP3[6][12]B02MP3B03MP3B04MP3B05MP3C01,[13]C02,C03,C04,R01[8][14]R02R03R04,R05,R06V01[7]V02,V03V04V05,V06MP3D01,[15][16]D02,D03,MP3D04,MP33.2,,,2,Cron2bachs,Cronbachs0.7[17],234,,Cronbachs0.70.8,,,,,KMO(Kaiser2Meyer2Olkin),KMO0.7[18],,5,,,0.5[19],256,V050.5,0.5,,,V05,2432,:2CronbachsKMOB010.81340.80960.61090.7209B020.83620.6236B030.71560.5864B040.79450.5862B050.82610.6073C010.72240.75960.69860.8986C020.81740.6158C030.80950.5987C040.73980.5627R01R02R03R04R05R060.81760.79360.80910.77820.75180.82560.78310.67420.59360.62080.61280.60750.67360.7242V01V02V03V04V05V060.81640.82410.79280.83750.80680.76870.80290.55490.59740.65980.66350.47120.62430.7549D01D02D03D040.81650.79890.82250.74960.79860.69610.57390.61720.65430.861244.1AMOS4.0,,2/dfGFIAGFIIFICFIRMSEA6[20]2/df5,GFIAGFI01,,GFI0.90,AGFI0.80,,IFICFI01.0,,1.0,,IFI0.90,CFI0.90,RMSEA0.05[21]AMOS4.0323,4.521,GFIAGFI0.9680.974,IFICFI0.9940.992,,RMSEA0.067,0.0532df2/dfGFIAGFIIFICFIRMSEA50.90.80.90.90.059.04224.5210.9680.9740.9940.9920.06722,H1H2H4H5H6,3,,AMOS4.0,4342Vo1.26,No.32007342df2/dfGFIAGFIIFICFIRMSEA50.90.80.90.90.059.09833.0330.9920.9860.9950.9970.048,,,3.033,GFIAGFI0.9920.986,IFICFI0.9950.997,RMSEA0.048,0.05,,,,H1H2H4H5H6,,334.2(1)60%,,(1=0.62,P=0.001)(6=-0.38,P=0.01),,,,,0.001,0.62,,,,,0.01-0.38,,,,,,,(2)72%,,(2=0.43,P=0.001)(4=-0.23,P=0.01)(5=-0.51,P=0.001),,,,,,,,,,,,,0.43,,,:(1),,,,,,,,(2),,,,,,(3),,,,,,,,5,,,,,,,,,,,:[1]MitchellV,BoustaniP.Apreliminaryinvestigationintopre2andpost2purchaseriskperception[J].EuropeanJournalofMarketing,1994,28(1):56271.[2]GuptaA,SuBC,WalterZ.Riskprofileandconsumershoppingbehaviorinelectronicandtraditionalchannels[J].DecisionSupportSystems,2004,(38):3472367.[3]ThompsonSH,TeoYY.Onlinebuyingbehavior:atransactioncosteconomicsperspective[J].Omega,2005,33:4512465.[4].B2C[J].,2005,(11):50260.(60)52,:62.5%71.4%,68.6%,62.5%74.3%,,(1)(2),,,,,:[1],,.[J].,2000,(2):30236.[2].[J].,2002,(3):31236.[3],,.[J].,2006,(1):329.[4]YAOHong,LIYanxi,GAORui.Howtorecognizeag2gressiveearningsmanagementfromlistedcompanies[A].Proceedingsof2005InternationalConferenceonManage2mentScience&Engineering[C].HarbinInstituteofTechnologyPress,Harbin,2005.172121726.[5].[J].,1999,(9):25235.[6],.[J].,2003,21(6):55260.[7],.[J].,1999,(4):329.[8]BdardJ,ChtourouSM,CourteauL.Theeffectofauditcommitteeexpertise,independence,andactivityonag2gressiveearningsmanagement[J].Auditing,2004,23(2):15223.[9]Barton,SimkoJ,PaulJ.Thebalancesheetasanearn2ingsmanagementconstraint[J].AccountingReview,2002,77(4):20227.[10]BowmanRG,FarshidN.Earningsmanagementandab2normalreturns:evidencefromthe19701972pricecontrolregulations[J].Accounting&Finance,2003,43(1):125.[11]FieldsMA,KeysPY.Theemergenceofcorporategov2ernancefromwallSt.tomainSt.:outsidedirectors,boarddiversity,earningsmanagement,andmanagerialincentivestobearrisk[J].FinancialReview,2003,38(1):123.[12]JayneG,PaulM,AlanR.Earningsandimpressionman2agementinfinancialreports:thecaseofCEOchanges[J].Abacus,2003,39(1):95299.[13]KaoLanfeng,ChenAnlin.Theeffectsofboardcharac2teristicsonearningsmanagement[J].CorporateOwner2ship&Control,2004,1(3):96299.(25)[5].[J].,2002,21(2):2372241.[6]MonroeKB,KrishnanR.Theeffectofprice2comparisonadvertisingonbuyersperceptionsofacquisitionvalue,transactionvalue,andbehavioralintentions[J].JournalofMarketing,1985,62(2):46259.[7]ZeithamlVA.Consumerperceptionsofprice,quality,andvalue:ameans2endmodelandsynthesisofevidence[J].JournalofMarketing,1988,52(3):2222.[8]WoodCM,ScheerLK.Incorporatingperceivedriskintomodelofconsumerdealassessmentandpurchaseintent[J].AdvancesinConsumerResearch,1996,23(1):3992404.[9]LiuC,ArnettKP.Exploringthefactorsassociatedwithwebsitesuccessinthecontextofelectroniccommerce[J].InformationandManagement,2000,38(1):23233.[10]LimN.Consumersperceivedrisk:sourcesversuscon2sequences[J].ElectronicCommerceResearchan