基于商品品类的网络购买决策关键影响因素研究

网络消费行为的研究成果众多，但影响消费者网络购买决策的关键因素仍不明确。本文从商品品类视角来研究消费者网络购买决策的关键影响因素。首先根据消费行为理论和前人相关研究成果构建了本文的研究假设模型，然后利用基于淘宝网和问卷星调研平台的全国性调查数据进行相关性分析和回归分析。通过对logit模型的分析，验证了假设模型，得到了在线商品网络购买决策关键影响因素，且发现针对不同商品品类其影响因素存在着差异性。

Research on the Critical Determinants of Online Consumer Decision Making Based on Product Classification

Although there are many researches have concerned the different factors on online consumer behaviors, the critical determinants which influence online consumer decision making are still unclear. This paper attempts to research the critical determinants of online consumer decision making in the context of product classification. Firstly, a hypothetical model is proposed according to the theory of consumer behavior and the previous related researches. Then correlation analysis and regression analysis are conducted based on the data of national survey which are obtained through taobao.com and the 3rd-part platform of questionnaires survey. The hypothetical model is verified by the logit model analysis. Critical determinants of on online consumer decision making for different type of online products are found, and the critical determinants varied among the different product classification.