摘要
本文立足于移动互联网背景下网络消费者感知价值的影响因素研究。通过设计问卷,运用SPSS统计学软件对回收的问卷进行主成分抽取分析、正交旋转分析得出影响网络消费者感知价值的因素有:产品特性、企业形象及声誉、移动安全性、购买成本、感知风险、销售服务和APP实用性及趣味性。除了感知风险负向影响网络消费者的感知价值,其他因素都具有不同程度的正向影响作用。其中,产品特性成为影响网络消费者感知价值的第一影响因子,其总方差解释率达到了23.17%,说明产品的各种特性,如质量、性能和功能都极大地影响着消费者的感知价值。在所有影响网络消费者感知价值因素中,购买成本的作用正逐渐减弱。
This paper studies influencing factors of perceived value of internet consumers based on the mobile internet. The article analyzes the valid questionnaire collected with SPSS17. 0. The conclusion of the principal component analysis and orthogonal rotation analysis is as follows： The factors that affect the perceived value of network consumers are product properties, corporate image and reputation, mobile security, purchase cost, perceived risk, sales service, and APP＇s practicality and interests. All the factors have varying degrees of positive impact on network-customer perceptions except perceived risk. Product properties impact perceived value of internet consumers to the greatest extent and variance explanation rate is 23. 17%, while the role of purchasing costs is gradually weakening.
出处
《上海商学院学报》
2016年第6期26-34,共9页
Business Economic Review
基金
江苏高校哲学社会科学研究资助项目"移动互联网背景下网络消费者感知价值提升路径研究"(项目编号:2016SJB630055)
江苏省政府资助项目"江苏高校品牌专业建设工程一期项目项目"(项目编号:PPZY2015B195)
江苏开放大学科研团队建设项目"电商物流服务价值研究"
关键词
移动互联网
感知价值
产品特性
感知风险
mobile-internet, perceived value, product properties, perceived risk
