| 基于交易成本的消费者网络购物意愿的实证研究 |
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| 引用本文： | 于珊珊,蒋守芬.基于交易成本的消费者网络购物意愿的实证研究[J].经济问题,2011(9). |
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| 作者姓名： | 于珊珊 蒋守芬 |
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| 作者单位： | 1. 西安交通大学经济与金融学院,西安,710061
2. 山东大学威海分校商学院,山东威海,264209 |
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| 基金项目： | 国家自然科学基金重大项目“新兴电子商务重大基础问题与关键技术研究”(70890080)的子项目“新兴电子商务参与者行为规律研究”(70890081) |
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| 摘 要： | 首先对网络购物中的交易成本相关研究进行文献综述，在此基础上，建立网络购物中消费者交易成本影响因素的相关研究假设，运用PLS—SEM模型的研究方法，采用问卷调研获取的数据，对消费者网络购物意愿进行了实证分析。研究表明，购买频率和不确定性显著地影响交易成本，不确定的影响作用较大，并最终对购买意愿产生影响。
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| 关 键 词： | 网络购物 交易成本 购买频率 不确定性 |
Research on Consumers' Intent of Online Shopping based on Transaction Cost Theory |
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| YU Shan-shan,JIANG Shou-fen.Research on Consumers' Intent of Online Shopping based on Transaction Cost Theory[J].On Economic Problems,2011(9). |
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| Authors: | YU Shan-shan JIANG Shou-fen |
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| Institution: | YU Shan-shan1,JIANG Shou-fen2 (1.School of Economic and Finance,Xi'an Jiaotong University,Xi'an 710061,China,2.School of Business,Shandong University at Weihai,Weihai 264209,China) |
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| Abstract: | Transaction cost is the main factor to influence consumers' purchase intention.This paper builds research hypothesis of influential factors of consumers` transaction cost online shopping on the basis of literature review about research on transaction cost of online shopping,using the methodology of PLS-SEM with the data from questionnaires and makes empirically analyses on the influential factors of consumers' transaction cost online shopping.It finds that purchase frequency and uncertainty have a statistic... |
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| Keywords: | online shopping transaction cost purchase frequency uncertainty |
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