摘要
针对关键影响因素进行深入研究,首先基于前人相关研究成果构建了网络购买决策影响因素的假设模型,然后利用基于淘宝网和问卷星调研平台获取的全国性调查数据,通过因子分析对假设模型进行优化。最后运用结构方程模型验证了假设模型的合理性,从而得到影响网络购买决策的关键因素。
qlais paper attempted to examine the key factors. Firstly Assumption model for influencing factors on online pur- chasing decision was built based on previous literatures and optimized by factor analysis based on national survey data through taobao.com and the 3rd- part questionnaire survey platform. Next, assumption model was verified by structural equation model, by which finally critical determinants of online consumer decision making were drawn.
出处
《现代情报》
CSSCI
2014年第2期37-42,共6页
Journal of Modern Information
基金
国家社科基金项目"中国特色网络消费行为"(项目编号:10BGL027)
关键词
网络消费
购买决策
关键影响因素
结构方程模型
interact consumption
online purchasing decision
critical detenninants
structure equation model
