摘要
大数据环境下,消费者决策行为呈现出新的特点,尤其是线上购物行为,人们的购物习惯、思考方式、关注重点等都在不断变化。本文分析大数据环境下消费者决策行为的重要影响因素,并结合已有的消费者决策行为模型提出基于大数据环境下消费者决策行为模型。最后得出大数据环境下产品属性、网站属性和个人属性影响消费者感知有用性、愉悦体验和感知安全性,进而更深层次影响消费者决策行为。
In the big data environment,consumer decision-making behavior presents new characteristics,especially when shopping online.People’s shopping habits,way of thinking and focuses are constantly changing.This paper analyzes the important influencing factors of consumer decision-making behavior in the big data environment.What’s more,combined with existing consumer decision-making behavior model,this paper proposes a consumer decision-making behavior model based on the big data environment.Finally it is concluded that,in the big data environment,product attributes,website attributes,and personal attributes will affect consumers’perceived usefulness,pleasant experience,and perceived safety,hence further affect consumer decision-making behavior.
作者
金加卫
苗慧勇
JIN Jiawei;MIAO Huiyong(Chaohu University Chaohu,Anhui 238024)
出处
《中国商论》
2022年第7期29-31,共3页
China Journal of Commerce
基金
2019年巢湖学院校级重点科研项目:大数据环境下决策结构变异与管理决策创新研究(XWZ-201909)
2019年安徽高校人文社会科学研究重点项目:农村电商与农业产业集群协同发展机理及路径研究(SK2019A0552)。
关键词
大数据
消费者
线上购物
决策行为
影响因素
big data
consumers
online shopping
decision-making behavior
influencing factors
