消费者决策风格和感知价值对生鲜移动网购意愿的影响研究
发布时间：2018-08-07 11:33
【摘要】：本文基于消费者决策风格和感知价值理论,在移动购物情境下,研究消费者对网购生鲜食品的采纳意愿和推荐意愿,同时探讨了消费者决策风格对感知价值的影响关系,采用问卷调查方法运用SPSS对样本进行定量分析。研究结果表明消费者决策风格只有价格意识、品牌忠诚度意识和选择迷茫意识影响生鲜购买意愿,感知价值中感知成本、感知娱乐性和感知功能性显著影响生鲜购买意愿,且证实了感知价值在消费者决策风格和购买意愿之间的中介作用。
[Abstract]:Based on the theory of consumer decision style and perceived value, this paper studies the consumer's willingness to adopt and recommend fresh food online in the context of mobile shopping, and discusses the relationship between consumer decision-making style and perceived value. The quantitative analysis of samples was carried out by using SPSS. The results show that consumer decision-making style only has price awareness, brand loyalty awareness and choice confusion consciousness that affect fresh purchase intention, perceived value perception cost, perceived entertainment and perceived functionality significantly affect fresh purchase intention. It also confirms the intermediary role of perceived value between consumer decision style and purchase intention.
【作者单位】： 北京工商大学商学院;
【基金】：北京市属高等学校高层次人才引进与培养计划项目的长城学者培养计划资助“北京零售企业提升竞争力的理论与实践研究”(CIT&TCD20140307) 北京市社会科学基金重点项目“电商发展新趋势及对北京零售企业发展的影响机制研究”的阶段性成果(14JDJGA050) 北京市教育委员会人文社会科学重点项目“北京零售企业竞争力提升关键问题研究”(SZ2014100110)
【分类号】：F323.7;F713.55
本文编号：2169886
[Abstract]:Based on the theory of consumer decision style and perceived value, this paper studies the consumer's willingness to adopt and recommend fresh food online in the context of mobile shopping, and discusses the relationship between consumer decision-making style and perceived value. The quantitative analysis of samples was carried out by using SPSS. The results show that consumer decision-making style only has price awareness, brand loyalty awareness and choice confusion consciousness that affect fresh purchase intention, perceived value perception cost, perceived entertainment and perceived functionality significantly affect fresh purchase intention. It also confirms the intermediary role of perceived value between consumer decision style and purchase intention.
【作者单位】： 北京工商大学商学院;
【基金】：北京市属高等学校高层次人才引进与培养计划项目的长城学者培养计划资助“北京零售企业提升竞争力的理论与实践研究”(CIT&TCD20140307) 北京市社会科学基金重点项目“电商发展新趋势及对北京零售企业发展的影响机制研究”的阶段性成果(14JDJGA050) 北京市教育委员会人文社会科学重点项目“北京零售企业竞争力提升关键问题研究”(SZ2014100110)
【分类号】：F323.7;F713.55
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