| 无网上购物经验的消费者橱窗购物行为——基于交易成本视角的实证研究 |
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| 引用本文： | 曾伏娥,张华.无网上购物经验的消费者橱窗购物行为——基于交易成本视角的实证研究[J].经济管理,2008(Z3). |
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| 作者姓名： | 曾伏娥 张华 |
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| 作者单位： | 武汉大学经济与管理学院;香港城市大学商学院; |
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| 基金项目： | 国家自然科学基金“消费者伦理决策模型的建构与应用研究”(70772044)。 |
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| 摘 要： | 本文基于交易成本经济学理论,应用结构方程模型,对我国无网上购物经验的消费者的橱窗购物行为进行研究。研究结果表明,在我国,无网上购物经验的消费者的橱窗购物行为受交易成本的影响很大。研究同时表明,交易成本与不确定性、资产专用性和信任度密切相关。如果消费者信任倾向低,在面对高不确定性和高资产专用性时,会感受到较高的交易成本。而当消费者面对高可靠性和详细的隐私政策时,则倾向于在网上购物中加大投入成本。
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| 关 键 词： | 网上购物 交易成本 橱窗购物 消费者购买行为 |
An Empirical Study on Inexperienced Online Consumer's Window Shopping Behavior in China:a Transaction Cost Model |
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| ZENG Fu-e ZHANG Hua.An Empirical Study on Inexperienced Online Consumer's Window Shopping Behavior in China:a Transaction Cost Model[J].Economic Management,2008(Z3). |
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| Authors: | ZENG Fu-e ZHANG Hua |
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| Institution: | ZENG Fu-e ZHANG Hua (1.WuHan University,Economics , Management School,Wuhan,Hubei,430072,China 2.City University of Hong Kong,Hong Kong,China) |
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| Abstract: | With the perspective of Transaction Cost Economics,this paper estimated a model of inexpe- rienced consumers' window shopping behavior in China context.An empirical study was conducted in Chi- na to test the model.The results indicate that most Chinese inexperienced consumers only do window shopping,at least partly,because they perceived high transaction cost during e-shopping which induce them to stop more involving.The study also proved that when consumers perceive less uncertainty and as- set specificity... |
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| Keywords: | E-shopping process transaction cost window shopping behavior |
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