网络环境下消费者购买决策分析

121(,511441)2(,510640),,,,F72416A:20060912:(:2005B70101126)(:PC20051103),3C:(competition)(customer)(change)[1],,,,,,,,,Amazon,,,,,,,,,,,,,,1:,111:(1)(2),(3)(4)112(CNNIC)2006118,1111,6430,35,,3%,,,6115%,3611%,:,,(3%)(20%)913%,119%,,415%2,,:1112511200611Vol125,No111157211,,,,,,,,212,,,,208090,4P,4P,(Power)(Publicrelation)6P,,,4V4V(Variation)(Versatility)(Value)(Vibration),,[2],4Cps[3][4]:4P;,DoneSchultz4R(,,,),,,,213,,,,,,,,,,214,,,,,,,,,DELLGoDirect,OELL,;IBMAlphaworksIBM,31[1],113:,;,;,,,:2112511200611Vol125,No111157,;,,,,,,,,,,,,:[5],[7,8],Hirschman:,,[9]41,5:(1)(2)(3),(4)(5)5,5,,1,2,(,,,,,BBS3,,4,,,5(),1(ConsumerDecisionSupportSystem,CDSS)[8]CDSSCDSS,1CDSS(??)/5,,(128)3112511200611Vol125,No1111575,,,16,,,,,,,,,,,1..[M].:,2003,4:147148,,:,,:,,:(113)PLS,LMSBayesian,,,,,1.EfraimTurbanetal.ElectronicCommerce:AMan2agerialPerspective[M].andEdition1Hongkong:HouseofElectronicsIndustryandPearsonEducationNorthAsiaLimited,20032..[J].,2005,(8):1511533.,.[J].,2005,(5):45464..[M].:,19975.Berry,J1A1andG1Linoff.DataMiningTechiquesforMarketing,SalesandcustomerSupport[M].2ndEdition1NewYork;Wiley,20026.,.[J].,2002,10(6):88917.,.[J].,205,22(7):1721748.WarrenD1R.TheE-Marketplace-StrategiesforSuccessinB2BE-commerce[M].McGrawCompanies,Inc,20029.HirschmanEC.Innovativeness,noveltyseeking,andconsumercreativity[J].ConsumerResearch1980,7(3):28329510.MohanirS,EmanuelaD.CommunityofCreation:managingDistributedInnovationinTurbulentMarkets[J].IEEEEngineeringManagementReview,2001,(1):4043,,8212511200611Vol125,No111157