中国消费者海外代购意愿影响因素研究
发布时间：2019-02-17 12:47
【摘要】：随着国际电子商务平台的不断发展,海外代购业务越来越受到国内年轻一代消费者的青睐。本文从影响海外代购意愿的因素出发,假设消费者世界主义、品牌来源国形象、感知质量以及生活方式分别对海外代购意愿产生显著影响,随后用SPSS18.0和AMOS8.0统计软件分析影响海外产品代购意愿的因素。研究结果表明:促使海外代购的因素包括品牌原产地形象、感知质量以及生活方式,而消费者世界主义这一因素对海外代购意愿的影响不显著。这一结果对于产品的推广和营销实践具有一定的借鉴和参考意义。
[Abstract]:With the development of international e-commerce platform, overseas purchasing business is more and more popular with the younger generation of domestic consumers. Based on the factors that influence the willingness of overseas purchasing, this paper hypothesizes that consumer cosmopolitanism, brand country image, perceived quality and lifestyle have significant effects on overseas purchasing intention. Then SPSS18.0 and AMOS8.0 statistical software were used to analyze the factors influencing the willingness to purchase overseas products. The results show that the factors that promote overseas purchasing include brand origin image, perceived quality and lifestyle, while consumer cosmopolitanism has no significant influence on overseas purchasing intention. This result has certain reference and reference significance for the product promotion and marketing practice.
【作者单位】： 安徽理工大学经济管理学院;江苏理工大学商学院;
【基金】：安徽理工大学青年教师科学研究基金资助项目“基于技术悖论视角的影响创新产品接受意图因素的研究”(12618)
【分类号】：F724.6;F713.55
[Abstract]:With the development of international e-commerce platform, overseas purchasing business is more and more popular with the younger generation of domestic consumers. Based on the factors that influence the willingness of overseas purchasing, this paper hypothesizes that consumer cosmopolitanism, brand country image, perceived quality and lifestyle have significant effects on overseas purchasing intention. Then SPSS18.0 and AMOS8.0 statistical software were used to analyze the factors influencing the willingness to purchase overseas products. The results show that the factors that promote overseas purchasing include brand origin image, perceived quality and lifestyle, while consumer cosmopolitanism has no significant influence on overseas purchasing intention. This result has certain reference and reference significance for the product promotion and marketing practice.
【作者单位】： 安徽理工大学经济管理学院;江苏理工大学商学院;
【基金】：安徽理工大学青年教师科学研究基金资助项目“基于技术悖论视角的影响创新产品接受意图因素的研究”(12618)
【分类号】：F724.6;F713.55
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