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基于感知价值的消费者网络消费意愿影响因素分析 被引量:7

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摘要 文章运用感知价值理论研究影响消费者网络消费意愿的若干影响因素,提出影响网络消费购买意向的重要研究假设。采用调研问卷方法,运用SPSS19.0软件包方法对样本数据进行定量研究。研究结果表明,感知利益与感知风险间接和直接影响网络消费意愿,同时感知价值与购买意向呈显著正相关关系。最后,本文对研究结果进行了讨论,提出了促进我国网上零售业发展的建议。
作者 杨敏茹
出处 《商业经济研究》 北大核心 2015年第34期82-83,共2页 Journal of Commercial Economics
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