摘要
文章对影响网络购物意向的因素进行了整理归纳,并重点分析了不同性别消费者对这些因素认知的差异,认为男女消费者对创新性接受度、信任倾向、价格感知、风险感知和售后服务各因素的认知有差异。
This article concludes the factors that affect online shopping intention,and emphatically analyzes the cognitive differences of consumers of different genders,this paper deem that men and women consumers have differences in acceptance of innovative,trust trend,price perception,risk perception and after-sales service.
出处
《企业技术开发》
2010年第4期90-91,共2页
Technological Development of Enterprise
关键词
性别差异
网络消费行为
网络购物意向影响因素
gender differences
network consumer behavior
influencing factors of online shopping intention
