摘要
本文首先分析了电子商务环境下消费者行为相对于传统的商业模式所表现的特点 :消费市场的细分化、服务需求的主流化、选择范围的扩大化和购买行为的理性化、生产和流通循环的直接化 ;然后分析了影响消费者网上购买行为的宏观和微观因素 ,最后建立了电子商务环境下的基于计划行动理论的消费者行为模型。
In this paper,it has been first described about the characteristics of the consumer behavior based on electronic commerce which are more segmented consumer market,strengthened service demand,expanded selection zone and perceptual consumer behavior and consumer joining in the direct cycle of the production and consumption;then the micro and macro factors that have effect on the consumer behavior have been analyzed;finally,a model based on TPB to measure consumer behavior has been established.
出处
《中国管理科学》
CSSCI
2002年第6期88-91,共4页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目 ( 70 1710 14 )
湖北省自然科学基金项目 ( 2 0 0 1ABB0 33)
