| 大学生网络消费意向影响因素的实证研究——以服装行业为例 |
| |
| 引用本文： | 王中江.大学生网络消费意向影响因素的实证研究——以服装行业为例[J].辽宁商务职业学院学报,2014(2):172-175. |
| |
| 作者姓名： | 王中江 |
| |
| 作者单位： | 安徽工程大学管理工程学院,安徽芜湖241000 |
| |
| 基金项目： | 安徽省高校省级优秀青年人才基金项目（2011SQRW067）;安徽省高校省级优秀青年人才基金项目（2012SQRW069） |
| |
| 摘 要： | 针对服装网络消费的现状和发展趋势,采用理论分析和问卷调查相结合的方法,运用SPSS17.0统计分析软件实证研究大学生网络消费意向的影响因素.实证结果表明：消费经验、网络条件、消费者性格和卖家特征与大学生网络消费意向呈正相关关系,感知风险与大学生网络消费意向呈负相关关系.同时,针对研究结果为网上商家提供一些网络营销的对策和建议.
|
| 关 键 词： | 网络消费 消费意向 感知风险 |
The Empirical Research on the Factors of On-line Consumer Intention of University Students——Taking the Fashion Industry for Example |
| |
| WANG Zhong-jiang.The Empirical Research on the Factors of On-line Consumer Intention of University Students——Taking the Fashion Industry for Example[J].Journal of Liaoning Business Vocational College,2014(2):172-175. |
| |
| Authors: | WANG Zhong-jiang |
| |
| Institution: | WANG Zhong-jiang ( Faculty of Management and Engineering,Anhui Polytechnic University,Wuhu 241000, China) |
| |
| Abstract: | This paper makes the empirical research on the factors of on-line consumer intention of university students, focusing on the present situation and the development trend, using the theory analysis and questionnaire investigation methods through the SPSS17.0 statistics software. The empirical results indicate that purchase experience, net condition, consumer individuality and seller characteristics have positive effect on the on-line consume intention. The perceived risk has the negative effects on the on-line consume intention. Meanwhile, this paper proposes some tactics and suggestion for the on-line sellers. |
| |
| Keywords: | on-line purchase purchase intention perceived risk |
| 本文献已被 维普 等数据库收录！ |
