影响网络消费行为的组合要素探究

随着网络、物流、信息、支付手段等方面的进一步便利化,网络消费行为越发呈现多样化与高频的特征,消费行为的形成受诸多关键要素影响,对其行为机理的探索与发现,有助于全面理解和认知网络消费行为的本质。采用国内快递企业所进行的大规模调查数据,尝试运用定性比较分析(QCA)技术与传统定量分析(logistic回归)相结合的混合研究方法,就网络消费行为的影响因素、要件及组合效应进行深入研究,力争突破传统研究方法与技术,拓展新的研究视角和分析思路。研究发现,配送效率、好友推荐、支付方式对网络消费行为有积极的组合效应,信息交互则与网络消费行为结果有负相关性。

The Analysis of Combined Factors in the Online Shoppoing

With the further facilitation of network,logistics,information,payment and other aspects,online consumption behavior is becoming more and more diverse and high-frequency.The formation of consumption behavior is affected by many key elements.The exploration and discovery of its action mechanism is conducive to the comprehensive understanding and cognition of online consumption behavior.The authors attempt to use the mixed research method of qualitative comparative analysis(QCA)and traditional quantitative analysis(logistic regression)to conduct in-depth research on the influencing factors,conditions and combined effects of its online consumption behavior,aiming to expand new research perspectives,analysis angel and methods application.It is found that distribution efficiency,friend recommendation and payment method have positive combined effect on online consumption behavior,while information interaction has negative correlation with behavior results.