基于消费者创新性视角的网上购物意向影响因素研究被引量：22

Factors Influencing Consumers' Intention of Online-Shopping:An Empirical Study from the Angle of Consumer Innovativeness

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摘要消费者的创新性水平是影响其网上购物意向的重要因素之一。通过实证方法从消费者创新性的角度对影响消费者网上购物意向的因素进行了研究。研究发现:消费者的创新性水平对其网上购物意向有显著影响;保守型消费者更加不容易产生网上购物意向;交易可靠、个人信息安全、有用和方便是影响保守型消费者产生网上购物意向的重要因素。 The level of consumer＇s innovativeness is one of the main factors influencing consumers＇ intention of online-shopping. From consumer innovativeness, these factors were investi- gated by empirical method. The results show that （1） the level of consumer innovativeness influences their intention of shopping online remarkably; （2） Conservative consumers are invent on online-shop- ping more difficult and （3） Trade reliability, personal information security, usefulness and conve- nience are four main factors that influence conservative consumers＇ intent to shop on-line.

作者常亚平朱东红

机构地区华中科技大学管理学院武汉科技学院经济管理学院

出处《管理学报》 2007年第6期820-823,共4页 Chinese Journal of Management

基金国家自然科学基金重点资助项目(70731001)

关键词消费者网上购物创新性购物意向 consumers online-shopping innovativeness intention of shopping

分类号 C931 [经济管理—管理学]

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