摘要
分析消费者行为有助于准确把握消费者的决策心理.运用多属性效用理论对网络消费者的决策行为进行研究,通过对消费者购买决策过程的分析,依据价格、性能、支付风险、质量风险、投递服务和售后服务6个属性构建了网络消费者购买决策效用曲线,并对效用值分布曲线的对称性及方差进行了分析.研究结果表明,对称系数α、效用区间d越大,消费者购买目标就越明确,消费者依据商品效用值的大小形成商品购买序列,进而做出购买决策.
Analysis of consumer＇s behavior contributes to understanding the decision psychology of conssumers. This paper adopts multiattribute utility theory to study network consumer＇ s decision behavior, and sets up a consumer＇s purchase decision curve based on six criteria, such as price, performance, quality risk, payment risk, delivery service and after-sale service by analyzing consumer＇ s purchase decision process. And the paper analyzes the skewness and variance of distribution of assigned utilities. The studied result indicates that as the skewness coefficient and the range of assigned utilities are bigger, consumer＇ s purchase target is more explicit. Consumers form an order of preferences, and consequently make purchase decisions.
出处
《哈尔滨工业大学学报》
EI
CAS
CSCD
北大核心
2008年第2期269-273,共5页
Journal of Harbin Institute of Technology
关键词
效用理论
效用值
准则
网络消费者
行为模式
utility theory
assigned utility
criteria
network consumer
behavior pattern
