网上购物风险对消费者行为的影响——感知风险不同对购买偏好的影响机制比较

文章创新性地将感知风险作为变量因子研究不同消费者的购买偏好差异并在价格、品牌两个维度上得到验证,研究结果表明:网上购物时,消费者感知风险不同会影响其对价格、品牌的购买偏好;对于高风险感知者,对价格较高、品牌知名度较高的商品会产生更大的购买意愿;对于低风险感知者,对价格不同、品牌知名度不同的商品的购买意愿则不存在显著差异.文章建立在感知风险理论和消费者减少风险理论基础上,以感知风险结合价格、品牌知名度研究消费者行为偏好差异,从而更好地把握网上购物风险对消费者行为的影响.     

网上零售商降低消费者感知风险的策略分析

目前感知风险的研究还主要集中在传统的消费情境下,而网上购物作为一种新型的、更为便捷的购买形式已经广为人们所接受,消费者在商店购买时会感知到风险,对于网络购物会感知到更大的风险.因此网络情境下消费者感知风险的产生不仅与消费者自身有关,也与产品的购买环境有很大的关系.文章指出,消费者可以通过自身努力来减少感知风险(如购买名牌、购买高价产品等),同时网上零售商也可以通过一些措施来降低消费者网上购物风险感知,比如安全支付、退款保证、网站声誉、客户的购买经验、产品组成信息、价格和促销等切实可行的策略.     

消费者的创新性对网上购买创意产品意向的影响——以时装为例

随着创意产业和网上购物的迅速发展,对于电子商务从业者来说,理解和预测哪些消费者通过这种新的购物渠道来购买创意产品（例如,时装）显得尤为重要。文章基于技术接受模型,引入消费者的创新性（互联网创新性和产品创新性）作为自变量,构建新的模型,并进行实证研究。研究表明,互联网创新性比产品创新性更能影响网上购买创意产品的态度和行为意向,消费者的产品创新性对消费者感知网上购买创意产品有用没有显著影响。     

消费者网上感知风险多层影响因素体系分析

缺乏信任是目前阻碍电子商务发展的原因,而网上感知风险是影响消费者信任的最主要原因。网上购物的虚拟性及不完善的基础体系使网上消费者感知风险更为强烈。本文利用多层结构方程模型来分析消费者网上信任的多层影响因素,构建了消费者网上感知风险多层影响因素体系,为网上服务商制定或改进营销策略,以减少消费者的风险感,从而刺激购买行为的发生提供理论指导。     

基于畅体验的消费者接受网上购物行为分析

随着互联网的普及,越来越多的人参与到网上交易中。消费者网上购买意图受到其购物过程体验的影响,畅体验是最为重要的网上体验之一。在总结相关理论的基础上,以消费者的畅体验作为研究网上购买意图的切入点,探讨网络环境下畅体验的影响因素及其对网上购物意图的影响,从网站特征、消费者特征和产品特征三个方面构建了影响网络环境下消费者畅体验的概念模型。并提出了畅理论对购物网站建设的几点启示。     

网络购物环境下感知风险类型及风险水平分析

感知风险是阻碍消费者在网络环境下进行购买的主要因素。本文采用访谈法和问卷法,发现我国消费者在网上购物过程中感知到的主要风险类型包括:功能风险,财务风险,心理风险和时间风险。风险水平的测算结果显示,消费者网上购物感知到风险最大的是功能风险,其次是时间风险,财务风险和心理风险。     

顾客感知价值对消费者网购行为影响研究——以大学生群体为例

顾客感知价值一直是国内外学术界相关学者研究的重要课题,在移动网络普及的今天,网上购物已经成为广大消费者日常生活中不可缺少的一部分。本文从感知利得、利失及网络评价三个部分研究了顾客网购行为,提取了情境价值、信息价值、网站售后服务价值、辅助价值、情感价值、产品风险、服务不满等8个维度,研究这8个维度对消费者网上购买行为的影响。结果显示,信息价值、网站售后服务价值、辅助价值、情感价值等正向影响顾客网上购买行为,产品风险、服务不满负向影响顾客网上购买行为,网络评价正向影响顾客网络购买行为。据此,网络商家应关注信息提供、售后服务、辅助服务、消费者购物体验及网络评价等因素,降低消费者对产品的风险感知和对服务的不满。     

网上消费者粘性行为的模型构筑——基于IS-ECT理论的消费者粘性研究

近年来,随着电子商务的日益普及,培养消费者对购物网站的粘性显得至关重要。本文在网络购物背景下,以持续使用的期望确认模型(IS-ECT)为框架,将感知有用视为外部感知因素,同时加入体现消费者使用购物网站过程中心里状态的内部感知因素---感知愉悦和自我感知效能,构筑形成消费者粘性行为的理论模型,并通过网络发放调查问卷,使用分析软件SPSS和Amos对收集到的数据进行分析处理,进一步验证了消费者内,外部感知因素相互影响关系及其对重复购买意图和粘性行为的正向影响。     

影响消费者网上购物意向的社会性因素研究

本文以技术采纳模型(TAM)为基本框架,对以往众多关于消费者网上购物态度、意向及行为的研究所忽略的社会性影响因素--主观规范的作用进行探讨.经分析,本文推论主观规范对消费者网上购物意向没有直接的显著影响,而是以内化认同的方式,通过感知有用性和感知易用性对意向产生间接的影响.此外,本文认为,由于网上购物者大多是网络经验丰富的网民,所以感知易用性对网上购物意向的直接影响并不明显.     

网络交易成本对消费者网购意愿的影响北大核心CSSCI

互联网技术的不断发展进步使得越来越多的消费者选择通过电子商务网站购买服装产品,消费者对网购有用性、网购易用性、网购风险规避和服务质量等提出了更高的要求。本文以技术接受模型为理论模型,加入网络交易成本作为调节变量,对原模型加以改进,验证了网络交易成本在变量感知网上购买服装产品有用性、感知网上购买服装产品易用性、感知网上购买服装产品存在风险、感知网上购买服装产品的服务质量与消费者网上购买服装产品意愿的关系中具有显著的正向调节作用。     

A comparison of online and offline gender and goal directed shopping online

The aim of this paper is to model the effect of the consumers’ perceptions of their offline and online gendered behaviour on online utilitarian shopping motivation and purchase intentions. We hypothesise that when consumers shop online, their behaviour is mediated by two gendered behaviours, namely offline and online. To test this hypothesis, 515 usable responses were collected in face-to-face interviews. The conceptual model was tested with confirmatory factors analysis (CFA) and structural equation modelling (SEM) across five product categories. Our findings show that the effect of a consumer's perception of their gendered behaviour offline vs. online on online utilitarian shopping motivation and purchase intentions is significantly different. In particular we found that utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (online) overall: strongly for females but not for males. Conversely, utilitarian shopping motivation online has a significant effect on purchase intentions online mediated by gender (offline) for males but not overall and for females.     

Assessing customers perception of online shopping risks: A structural equation modeling–based multigroup analysis

Increasing evidence shows the role of perceived risk in customers' attitude and intention to use online shopping services. However, the literature shows disagreement regarding the types of risks that influence purchase intention. Therefore, this study aims to empirically identify the most relevant sources of risks and uncertainties associated with online shopping services and to investigate the influence of sociodemographic characteristics (e.g., gender, age, and online shopping experience) on the levels of perceived risk using data collected through a survey questionnaire. A total of 558 participants were selected across three countries (Jordan, Saudi Arabia, and Kuwait). The responses were evaluated using structural equation modeling and multigroup analysis. The analysis showed that of the tested types of risks and uncertainty, only three had a significant influence on customers' purchase decisions: financial risk, information risk, and privacy risk. Regarding the moderating role of sociodemographic variables, the analysis showed that previous experience has a significant moderating effect. At the same time, gender and age were found not to affect the relationship between perceived risks and customers' purchase intention. These findings may help online stores understand customers’ concerns when considering online shopping. The limitations and theoretical and managerial implications of the present study are discussed.     

Drivers of consumer adoption of e-Commerce: A meta-analysis

E-commerce has significantly reshaped consumers’ shopping processes and habits. The need to understand the key drivers of online shopping has received keen attention and fueled a rich strand of studies. To help managers and researchers synthesize this growing body of evidence, we conducted a comprehensive meta-analysis to unearth the factors that influence consumers’ online shopping. Our main takeaways reveal that the most important drivers of online shopping (a) conform to the TAM and TPB theories, in addition to (b) website characteristics and past experience. In particular, the multiple predictors are strongly related to online purchase intentions and purchase behavior, where attitude and convenience show the strongest impact. Furthermore, moderator analyses indicate that cultural traits have specific moderating effects on the links between purchase intention and some of its drivers. For instance, power distance and uncertainty avoidance have a positive effect, while individualism, indulgence and masculinity have a negative one. Finally, we apply meta-analytic structural equation modeling to test a conceptual framework including four groups of drivers (consumer–channel interactions, website characteristics, social influence, and consumer characteristics) and different aspects of online shopping. The findings provide valuable insights for online shopping research and practice.     

Examining shopping mall consumer decision-making styles,satisfaction and purchase intention

Understanding consumer decision-making (CDM) styles is essential for market segmentation, positioning and crafting marketing strategies within a market. Few studies have examined the structural relationship among decision-making styles that consumers exhibit during mall shopping, level of satisfaction and purchase intention. The purpose of this study was to examine CDM styles as the antecedents and predictors of level of satisfaction and purchase intention. Based on the Consumer Styles Inventory, eight CDM styles that individual exhibit during shopping mall activities are proposed in terms of utilitarian and hedonic perspectives. We hypothesize these eight CDM styles as a set of predictors of customer satisfaction and purchase intention. A total of 327 valid paper-and-pencil questionnaires were collected from several shopping malls in Kuala Lumpur, Malaysia. Partial least squares (PLS) path modelling approach, a structural equation modelling (PLS-SEM) technique was performed to test the proposed structural relationships. The empirical assessment supports that hedonic shopping styles consumers that exhibit high level of habitual, brand consciousness, fashion consciosness, recreational conscious style have lower levels of satisfaction and purchase intention during mall shopping while novelty and fashion conscious style consumers have lower level of satisfaction but do not unveil lower purchase intention. Utilitarian shopping styles consumers that exhibit high level of price conscious, confused by overchoice and high-quality conscious style have higher levels of satisfaction while impulsive/careless shoppers do not; and while price conscious, impulsive/careless, confused by overchoice consumers have higher levels of purchase intention but the high-quality conscious consumers do not unveil higher purchase intention. Further, there is a positive relationship between satisfaction and purchase intention. The practical and managerial implications are discussed.     

The impact of customer experience on consumer purchase intention in cross-border E-commerce——Taking network structural embeddedness as mediator variable

This study investigates the mediator effect of network structural embeddedness between customer experience and consumer purchase intention in the context of cross-border e-commerce. 321 copies of online questionnaires unfold cross-border online shopping experience. The structural equation model is built to analyze the mediator effect of network structural embeddedness. Network density, Network centrality separately plays a mediating role between website ease of use, website relationship service and consumer purchase intention. In contrast, both of them play a mediating role between customer cost and consumer purchase intention. The research suggests developing the relationship between consumers and e-commerce websites for cross-border e-commerce platforms from a network standpoint, but not only marketing.     

Conflicting attitudes and scepticism towards online shopping: the role of experience

Researchers typically study how levels of risk perception about online shopping affect whether and how consumers use the channel to buy products. In this paper, we propose to study how different types of attitudes towards online shopping are formed when consumers consider both the benefit and the risk of using the Internet to do their shopping. We consider the possibility that general types of attitudes are formed when consumers' perception of the risk and the benefit of using online shopping conflict. We pay particular attention to the concept of online shopping scepticism where consumers may fully realize the benefit of using the Internet to do their shopping, but also express a certain level of concern about the risk of using that channel. In the risk literature, researchers have shown that experience and increased exposure to a particular technology usually involves the accumulation of more and better knowledge that in turn may lead to a reduction in the perception of the risks involved. In this research, we also explore the role of experience in the context of consumers' intention to use online shopping. More specifically, we postulate that online shopping experience has a direct effect as well as an indirect effect on the intention to use online shopping. Experience with online shopping directly increases the consumer's intention to use the Internet to buy products but it also reduces the degree of scepticism and risk aversion, and that in turn, also increases the intention to use online shopping.     

Drivers of E-store Patronage Intentions: Choice Overload,Internet Shopping Anxiety,and Impulse Purchase Tendency

The dotcom era has infused a rapid increase in the usage of e-commerce in India, making online shopping the new way of retailing. This study investigates online consumers’ e-store patronage intentions, specifically modeling the ties from broad dispositional traits including choice overload, Internet shopping anxiety, and impulse purchase tendency among online shoppers. Based on the responses of 243 online shoppers, the findings suggest that consumers’ e-store patronage has a positive relationship with choice overload such that availability of larger assortments online results in a higher possibility of consumers’ patronage toward such e-tailers. Choice overload in the online context was also found to positively influence consumers’ impulse purchase tendency and showed a positive effect on Internet shopping anxiety. Furthermore, results indicate that the impulse purchase tendency of online shoppers had a significant positive effect on e-store patronage intentions, while Internet shopping anxiety was found to negatively affect the patronage intentions of shoppers.     

Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective

This study examines how mannequins' physical conditions of display height and distance are related to consumers’ shopping motivations in generating mental simulation resulting in purchase intention. A 2 × 2 x 2 between-subjects lab experiment (n = 249) was conducted to address this question. The results reveal a significant three-way interaction effect of display height, distance, and shopping motivation. Specifically, it is found that for those with a dominant hedonic shopping motivation, a mannequin displayed up high generates greater mental simulation than one displayed down low, but for those with a dominant utilitarian shopping motivation, a mannequin displayed high and close to consumers generates greater mental simulation than one displayed low and close to them. This study also reveals that mental simulation mediates the influence of the interaction effect of “display height x distance,” moderated by shopping motivation, on purchase intention. Important theoretical and practical implications for retail managers are discussed.     

Billion Dollar Baby: Local Foods and U.S. Grocery

This study reviews consumer purchasing of locally produced foods in retail grocery stores. A U.S. sample of 590 consumers was drawn via an online survey, with structural equation modeling used to assess hypothesized relationships of attitude, subjective norms, perceived behavioral control, intention to purchase, extent of purchase, and the moderating effects of shopping channel type. Results from structural model testing suggested that all hypothesized relationships except that of purchase intention and extent of purchase were found to be significant, with group differences existing between supercenters/warehouses and farmers’ market shopping channels. Implications and future research directions are provided.     

Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective

Social networks are an innovative tool that people use to communicate with family, friends and, increasingly, businesses. To optimize social networks as a marketing strategy, apparel retailers must understand consumers׳ motivations to interact with retailers via social media. We argue consumers׳ motivations for shopping on Retail Facebook Pages (RFP) compared to traditional retail formats may differ. The purpose of the study was to examine the influence of utilitarian and hedonic motivations (i.e., time savings, information access, bargain perception, and experiential shopping) on purchase intention and loyalty among consumers that use RFP. Using SEM, we show that experiential shopping influences loyalty, but not purchase intention, that bargain perception influences neither purchase intention nor loyalty, that information access influences time savings and loyalty, and that loyalty impacts purchase intention.