论电子商务购买行为与信用关系

电子商务购买行为是网上购物的一种更专业的说法,是网络营销的重要内容。当然电子商务不仅仅包括网上购物还包括更多的内容,本文将研究电子商务购买行为与信用的关系。通过对消费者购买行为、网络信用、信用对购买行为的影响的分析,指出改善电子商务信用环境、建立电子商务交易信用体系是促进电子商务发展的关键。     

信任、TAM与网络购买行为关系研究

信任缺失已经成为阻碍发展BtoC网络购物的重要原因.结合信任变量和技术接受模型,建立研究假设模型,通过网上问卷调查,运用结构方程模型对此进行实证验证.研究发现:信任、网络购物感知使用方便及感知有用是影响购买态度的主要因素,而购买态度唯一决定了购买意向.     

基于品牌信任的消费者农产品区域品牌购买意向研究

本文以区域茶叶品牌为调查对象,在华中农业大学进行问卷的收集,通过建立二元logstic回归模型,定量分析消费者品牌信任、个人特征以及推销等因素对农产品区域品牌购买意向影响的程度及方向。研究结果表明:随着消费者品牌信任的提高,消费者购买品牌茶叶产品的意向会显著提高。此外,消费者购买茶叶的主要场所、对茶叶的关注程度以及受推销人员的影响程度,均对区域茶叶品牌的购买意向有正向的影响。     

基于品牌信任的消费者农产品区域品牌购买意向研究

本文以区域茶叶品牌为调查对象,在华中农业大学进行问卷的收集,通过建立二元logstic回归模型,定量分析消费者品牌信任、个人特征以及推销等因素对农产品区域品牌购买意向影响的程度及方向。研究结果表明:随着消费者品牌信任的提高,消费者购买品牌茶叶产品的意向会显著提高。此外,消费者购买茶叶的主要场所、对茶叶的关注程度以及受推销人员的影响程度,均对区域茶叶品牌的购买意向有正向的影响。     

C2C平台上顾客对网络店铺忠诚度影响因素的研究

C2C电子商务平台的生存依靠的是平台中卖方的持续使用,而卖方的生存又受到买方忠诚度的影响.因此,对C2C电子商务平台上顾客对网络店铺忠诚度的影响因素的研究就显得至关重要.通过采用问卷调查和实证分析的方法,研究结果发现顾客的感知价值以及网络店铺的形象都会正向影响顾客对店铺的满意感,对店铺满意感较高的顾客会对店铺建立较高的信任,从而产生在店铺的重复购买行为,顾客最终会在认知、情感、意向、行为四个递进维度形成对网络店铺的忠诚度.C2C电子商务平台上的网络店铺可以通过提高顾客感知价值、重视网络店铺形象、增强双方情感联系来提高顾客对店铺的忠诚度,从而提高销量和利润.     

基于TPB视角的消费者网络财产保险购买意愿研究

互联网保险发展环境下,消费者对网络保险的购买意愿成为影响网络保险消费行为的决定性因素之一。本文采用调查问卷的方式,对950名受访者进行了网络财产保险消费意愿的调查,在计划行为理论(Theory of Planned Behavior,TPB)框架下,针对消费者购买网络财产保险意愿进行研究,运用二元Logistic回归模型的方法,对影响消费者购买网络财产保险意愿的主要因素进行实证研究,发现消费者对网络保险的感知价值、网络保险的购买便利性、消费者个人收入水平、网络保险的信誉度与知名度和消费者对网络保险的风险感知程度对购买意愿有着显著的影响。在此基础上,提出了提高消费者购买网络保险意愿的建议,以促进网络保险的健康发展。     

电子商务模式下的消费者行为意向研究

结合我国电子商务中消费者群体现状,分析了消费者的消费心理和消费行为特征,具体研究了影响消费者行为意向的因素,并讨论了在消费者初始信任及品牌偏好影响下,会使消费者行为意向产生怎样的变化。     

电子商务模式下的消费者行为意向研究

结合我国电子商务中消费者群体现状,分析了消费者的消费心理和消费行为特征,具体研究了影响消费者行为意向的因素,并讨论了在消费者初始信任及品牌偏好影响下,会使消费者行为意向产生怎样的变化。     

关系强度、社会互动与农民购买商业养老保险意愿——基于修订的S-O-R模型

基于信息-认知-意愿理论模型对农民投资商业养老保险决策行为意愿进行研究,信息方面考虑农民间小世界网络结构特性的关系强度和社会互动,认知方面考虑感知风险、感知价值和信任,意愿方面考虑保险购买决策中行为意愿。研究表明关系强度对购买意愿有显著的影响,如果信息由强关系来源提供,农民往往对商业养老保险产品信息的感知风险要低一些,感知价值和信任程度要高一些,从而影响农民购买商业养老保险的意愿。社会互动对农民购买商业养老保险意愿的影响不显著,但是社会互动却对农民的感知风险、感知价值产生影响。感知风险、感知价值和信任显著影响了农民的购买意愿。     

基于UTAUT模型的互联网金融理财产品使用行为影响因素研究

基于UTAUT模型构建了互联网金融理财产品使用行为影响因素模型,运用结构方程模型分析方法对这些影响因素以及它们之间的关系进行了研究,结果显示:使用意向、便利条件直接显著影响使用行为,绩效期望、努力期望、感知风险、社会影响通过使用意向间接显著影响使用行为,感知成本对使用意向的影响不显著。     

The effect of task-technology fit on purchase intention: The moderating role of perceived risks

Electronic commerce to date has experienced rapid growth, and online purchases have become very popular among online consumers. To successfully attract online consumers and benefit from doing so, e-tail product providers should learn about consumers’ purchase intention, its antecedents, and moderators. This study proposes a research model of purchase intention using perceived performance risk and perceived privacy risk as moderators based on a perspective of task-technology fit. In the proposed model, purchase intention is positively influenced by three antecedents: task-technology fit, perceived navigation, and perceived reputation. Each model path is moderated by perceived performance risk and perceived privacy risk, respectively. Empirically testing using a survey of 749 registered members (consumers) from the database of Taiwan’s largest e-learning commercial website confirms that task-technology fit, perceived navigation, and perceived reputation positively influence purchase intention. The relationship between task-technology fit, perceived navigation and purchase intention are significantly moderated by the perceived performance risk and perceived privacy risk. Finally, managerial implications and limitations of our findings are discussed.     

Effects of the risk sources and user involvement on e-commerce adoption: application to tourist services

Past research has focused on the dimensions (consequences) of perceived risk and the effect of global risk on e-commerce adoption by consumers. This paper uses a new approach to examine the influence of perceived risk on e-commerce adoption and, on the basis of the Theory of Planned behaviour (TPB), develops an integrative model that includes the effect of three risk sources (i.e. technology, vendor and product) on the attitude towards the website use and online purchasing intention of users. In addition, this study examines how involvement, one of the main determinants of consumer behaviour, affects the role of these sources of perceived risk in e-commerce adoption. The results obtained in a sample of 1083 users of tourist services suggest that technology risk is the main determinant of online purchasing intention, which is also influenced by the variables from the TPB model. For its part, the technology risk and vendor risk have a negative influence on attitude towards the website use. In addition, both types of risk have a higher negative effect on attitude in the case of high-involvement users, supporting the moderating influence of involvement on e-commerce adoption. From a practical point of view, the findings of this research help managers to implement actions aimed at reinforcing the users’ trust in their websites and, consequently, at fostering the online purchase.     

Psychological determinants of financial buffer saving: the influence of financial risk tolerance and regulatory focus

With governments redistributing more responsibilities unto citizens, individuals have an increasing need for financial resources acting as a buffer against life’s setbacks and unexpected expenditures. The purpose of this study was to examine psychological determinants of saving for a financial buffer, for which a theoretical model was formulated based on the theory of planned behaviour with three new, domain-specific psychological constructs: financial risk tolerance, regulatory focus and perceived saving barriers. Data were collected with an online questionnaire that utilised convenience and snowball sampling to target both students and working individuals (N = 272). Regression analyses offered support for the proposed model, showing that participants’ financial risk tolerance (i.e. an individual’s attitude towards financial risk taking) was significantly associated with their subjective financial knowledge and regulatory focus. Furthermore, perceived financial self-efficacy and financial risk tolerance both predicted participants’ intention to save for a financial buffer. In turn, perceived financial self-efficacy and saving intention predicted self-reported saving behaviour. Importantly, perceived saving barriers mediated the relationship between saving intention and self-reported saving behaviour. In line with the proposed model, results also showed that a specific attitude-based construct (financial risk tolerance) is a considerably better predictor of saving intention than general measures of attitude towards saving. This study is also the first to demonstrate that regulatory focus influences financial risk tolerance. Implications of these findings for stimulating saving behaviour are discussed.     

Factors affecting investors’ intention to purchase gold and silver bullion: evidence from Malaysia

Gold and silver prices have surged since the 1980s, and they have been used as a store of value for fear of a financial meltdown. However, gold and silver in the form of bullion are still not so popular compared with other gold and silver products (jewellery) and other financial instruments in Malaysia. Limited study has actually verified the factors that affect the investors’ intention to purchase bullion. Thus, this study explores factors affecting investors’ behaviour and their intention to purchase bullion based on the Theory of Planned Behaviour. This study also examines the moderating effect of scepticism between investors’ behaviour and their intention to purchase bullion. A total of 208 sets of data collected in a self-administered online structured survey was analysed using PLS-SEM. This study finds that investors’ behavioural belief and control belief significantly and positively affect their respective attitude towards behaviour and perceived behavioural control and, thus, intention to purchase bullion. Results are found insignificant for normative belief, normative attitude and intention to purchase bullion and the moderating effect of scepticism in affecting investors’ intention to purchase bullion. The findings of this study hope to provide insight and deeper understanding to bullion traders and financial advisors in improving their marketing strategies in growing interest in the bullion market.

     

Managing perceived risk for credit card purchase through supplementary services

The present study aims to understand the significance of supplementary services as nonpersonal sources of information to consumers to handle perceived risk associated with the purchase of credit card services. The impact of supplementary services is particularly studied towards functional risk and psychological risk. The study is based on primary data collected by a survey with the help of a questionnaire administered through personal interviews. It is found that supplementary services can play a significant role in controlling functional and psychological perceived risk associated with credit card services. Marketers of credit cards can enhance the value of services to customers and can thus enhance purchase possibilities by reducing perceived risk through supplementary services that are controllable. Perceived risk in financial services marketing is an important factor from the consumers’ point of view for purchase decisions and is also an issue of significance to service marketers. It is an original attempt to examine the relationship between perceived risk and supplementary services.     

The influence of perceived risk on Internet shopping behavior: a multidimensional perspective

The present study analyzes the influence that perceived risk in online shopping has on the process of e‐commerce adoption by end consumers. With this aim, the Technology Acceptance Model is taken as a reference framework, proposing an Extended E‐Commerce Acceptance Model that includes the diverse constructs of perceived risk: financial, performance, social, time, psychological and privacy. Empirical evidence is obtained from two samples, one is composed by Internet users with no experience in web shopping and the other is formed by online buyers. The results obtained confirm that the intention to shop through the Internet is positively influenced by general attitude toward the system and negatively influenced by the risk associated with the Web. Regarding the importance of the risk dimensions considered in the study, the economic and performance facets are the ones that have a greater influence on e‐commerce adoption, while social and time dimensions are the less relevant.     

Factores determinantes de la lealtad al proveedor de servicios turísticos online

The aim of this study is to analyze the factors determining loyalty towards online tourist services supplier with a model which integrates the influence of trust in tourism websites with the conceptual framework of the Theory of Planned Behaviour (TPB). The hypotheses were tested on a sample of 305 airline travel tickets online purchasers, with the use of structural equation models. The results of the empirical study suggest that the three variables of TPB (perceived control, subjective norm and attitude) positively influence loyalty towards Internet use to purchase airline tickets. The role of trust is especially relevant as it also boosts the effect of TPB variables. Finally, a set of managerial implications are considered.     

Die Akzeptanz von Versicherungsdienstleistungen im Internet

There is not much known about the factors that determine online demand for insurances. This current study is a first attempt to locate the variables that affect the acceptance of online-purchase of an insurance policy from existing research and empirically verify them. Results show that good terms coupled with online purchase-experience is the most important cause for acceptance. Additionally, convenience (i.e., easy access to information through internet sites of insurance companies and easy and fast contracting), perceived barriers when transferring from a traditional insurance contract to an ?online contract“, information quality of the internet offer, perceived personal risk as well as perceived transaction risk are significant factors driving online demand for insurances.     

参考群体对消费者网络购买决策影响的实证研究

以参考群体的信用水平、感知价值水平为自变量,设计3×2×4的模拟实验,考量参考群体对消费者网络购买决策的影响.结果表明:不同信用度的参考群体对消费者网络购买决策有显著正向影响,参考群体的信用度越高,消费者的网络购买决策所受影响越大;不同感知价值的参考群体对消费者网络购买不同产品的决策均有正向显著影响,感知价值越高,消费者购买决策越受影响.参考群体的信用水平与感知价值的交互作用对消费者网络购买决策有正向显著影响.     

The influencing factors of satisfaction and lending intention in online lending investment: an empirical study based on the Chinese market

This paper develops a platform‐based influencing factors model which considers value perception, risk prevention measure, non‐default experience, trust and incentive gap, to better examine the impact of platforms on investors’ satisfaction and lending intention based on the Chinese market. The results reveal that the first four factors positively influence the satisfaction of the investors, while the incentive gap has a negative impact, and there is a positive association between investors’ satisfaction and lending intention. Some specific features of China’s online lending market are identified, which provides valuable insights for online lending platforms and the government.