电子商务中消费者购买决策及其影响因素

2012,Vol.20,No.1,27–34AdvancesinPsychologicalScienceDOI:10.3724/SP.J.1042.2012.0002727·研究构想(ConceptualFramework)·电子商务中消费者购买决策及其影响因素*11,2(1,100101)(2,100039)电子商务是随着计算机和互联网技术的发展而出现的一种新经济模式,它正在广泛而深刻地影响着人们的购物观念和购物方式。网上购物是指通过互联网购买商品或享受服务,也是通常所指的电子商务。国内外关于网上购物的研究缺乏从影响因素到中介作用最后到实际购买关系的整体研究框架。研究者从消费者角度提出了网上购物决策的整体框架,拟采取访谈法、问卷调查、实验室模拟方法和服务器日志文件收集数据,探讨我国文化背景下消费者的网上购买决策,拟探明：影响消费者网上购买决策的因素;风险认知和网上购物态度在模型中的中介作用;产品类型、消费者类型及其与网上购物决策模式的关系。预期研究成果对我国电子商务购物环境的改善、电子商务网站的设计、网上营销策略的制定有着重要的意义。网上购物;风险认知;决策模式;点击流;消费者分类B849:C931问题提出(ElectronicCommerce),B2B()B2C()C2C(),(2008-2009),,,(DataCenterofTheChinaInternet),20104734,2,201150%,55.8%,,:2011-09-09*(71171188):,E-mail:[e-mail],,,,,,,,,,;,,,,,;,,,,,2820,,,1.1消费者特征(Arnold&Reynolds,2003;Bellman,Lohse,&Johnson,1999;Wang&Yang,2008),Bellman(1999),Lightner(2003),,,,,,,(Wolfinbarger&Gilly,2001),(Arnold&Reynolds,2003;Childers,Carr,Peck,&Carson,2001;Close&Kukar-Kinney,2010),(),Close(2010),,,,ArnoldReynolds(2003),(Flow),,SiuCheng(2001),(innovationattribute)Bosnjak,GalesicTuten(2007)3M,WangYang(2008)——,Pechtl(2003),(marketmavenism)(time-stressedbehaviour)(familiaritywiththeInternet),,MiyazakiFernandez(2001)(Hansen,2008),,,,,,1.2产品特征,,,(Li,Daugherty,&Biocca,2001),Moon,ChadeeTikoo(2008)(experienceproducts)(searchproducts),1:29,,ChiangDholakia(2003)(),,MacCabeUniversity(2001),(productswithmaterialproperties),(geometricproducts),,,,,,1.3交易界面特征,,(cyber-realityinterface)(Konradt,Wandke,Balazs,&Christophersen,2003;Kim,Williams,&Lee,2004),McKinney,YoonZahedi(2002),,,Kim(2004)(informationquality)(trust)(easeofuse)(visualappeal)(businessprocess),,Westerman,Tuck,BoothKhakzar(2007),(ConsumerDecisionSupportSystem)BechwatiXia(2003),,,,P.Gupta,YadavVaradarajan(2009),,TeoYeong(2003),,SellierChattopadhyay(2009),(0~1s)(10s)(),(5~10s),Kim(2004),Barkhi,BelangerHicks(2008),MenonKahn(2002),,(Hostler,Yoon,&Guimaraes,2005),,,,,,1.4风险认知Bauer(1964),3020,,,,,,Tan(1999),,ForsytheShi(2003)(/),,(2005),B2C(2006),(Chen&Dubinsky,2003),()(Gupta,S.&Kim,2010),,,,,,,,,,,,,,,;();,(1)2研究构想,,,2.1网上购物者类型、网上产品类别与购买决策模式间的关系,,,,,(Lietal.,2001;Moonetal.,2008),,;,,,,,,,,,,,,,1:3112.2消费者特征对购买意向/购买行为的影响(Arnold&Reynolds,2003;Bellmanetal.,1999;Wang&Yang,2008),,(Arnold&Reynolds,2003;Close&Kukar-Kinney,2010),(Siu&Cheng,2001),(Pechtl,2003),(Barkhietal.,2008;Gupta&Kim,2010;Pechtl,2003)/,,()/,/,/H1/(H1a),(H1b);H2,(H2a),(H2b);H3,/(H3a),(H3b),,,,2.3消费者网上购物认知特征对购买意向/购买行为的影响,3220,,,,,(Barkhietal.,2008;Kim,Williams,&Lee,2004;McKinneyetal.,2002),(Hansen,2008;Miyazaki&Fernandez,2001),(Bechwati&Xia,2003),(),,,,,()/,/H4,/(H4a),(H4b),(H4c);H5,/(H5a),(H5b),(H5c);H6,/(H6a),(H6b);H7,/(H7a),(H7b),/(H7c);H8,/(H8a),/(H8b),,,,,,,3预期结果及研究意义,2/1:333//,,/2,,/3,,,DCCI.(2010).2010上半年网络消费调查.DCCI互联网数据中心.房野,陈毅文.(2006).对影响大学生网上购物认知风险因素的探索.人类工效学,12(2),28–30.商务部.(2010).中国电子商务报告(2008-2009).孙祥,张硕阳,尤丹蓉,陈毅文,王二平.(2005).B2C电子商务中消费者的风险来源与风险认知.管理学报,2,45–54.Arnold,M.J.,&Reynolds,K.E.(2003).Hedonicshoppingmotivations.Journalofretailing,79(2),77–95.Barkhi,R.,Belanger,F.,&Hicks,J.(2008).Amodelofthedeterminantsofpurchasingfromvirtualstores.JournalofOrganizationalComputingandElectronicCommerce,18(3),177–196.Bauer,R.A.(1964).Consumerbehaviorasrisktaking:Dynamicmarketingforachangingworld.InProceedingsofthe43rdConferenceoftheAmericanMarketingAssociation(pp.389–398).Chicago:AmericanMarketingAssociation.Bechwati,N.N.,&Xia,L.(2003).Docomputerssweat?Theimpactofperceivedeffortofonlinedecisionaidsonconsumers’satisfactionwiththedecisionprocess.JournalofConsumerPsychology,13,139–148.Bellman,S.,Lohse,G.L.,&Johnson,E.J.(1999).Predictorsofonlinebuyingbehavior.CommunicationsoftheACM,42(12),32–38.Bosnjak,M.,Galesic,M.,&Tuten,T.(2007).Personalitydeterminantsofonlineshopping:Explainingonlinepurchaseintentionsusingahierarchicalapproach.JournalofBusinessResearch,60(6),597–605.Chen,Z.,&Dubinsky,A.J.(2003).Aconceptualmodelofperceivedcustomervalueine-commerce:Apreliminaryinvestigation.PsychologyandMarketing,20(4),323–347.Chiang,K.P.,&Dholakia,R.R.(2003).Factorsdrivingconsumerintentiontoshoponline:anempiricalinvestigation.JournalofConsumerPsychology,13,177–183.Childers,T.L.,Carr,C.L.,Peck,J.,&Carson,S.(2001).Hedonicandutilitarianmotivationsforonlineretailshoppingbehavior.JournalofRetailing,77(4),511–535.Close,A.G.,&Kukar-Kinney,M.(2010).Beyondbuying:Motivationsbehindconsumers'onlineshoppingcartuse.JournalofBusinessResearch,63(9-10),986–992.Forsythe,S.M.,&Shi,B.(2003).ConsumerpatronageandriskperceptionsinInternetshopping.JournalofBusinessResearch,56(11),867–875.Gupta,P.,Yadav,M.S.,&Varadarajan,R.(2009).How3420task-facilitativeinteractivetoolsfosterbuyers'trustinonlineretailers:Aprocessviewoftrustdevelopmentintheelectronicmarketplace.JournalofRetailing,85(2),159–176.Gupta,S.,&Kim,H.W.(2010).Value-drivenInternetshopping:Thementalaccountingtheoryperspective.PsychologyandMarketing,27,13–35.Hansen,T.(2008).Consumervalues,thetheoryofplannedbehaviourandonlinegroceryshopping.InternationalJournalofConsumerStudies,32(2),128–137.Hostler,R.E.,Yoon,V.Y.,&Guimaraes,T.(2005).Assessingtheimpactofinternetagentonendusers'