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基于前景理论、适应-水平理论和同化-对比理论,构建了网络购物环境下参考价格、感知收益、感知风险以及购买意愿的概念模型,并利用451个样本的数据进行了实证检验。研究结果表明:内部记忆价格、外部刺激价格对感知收益、购买意愿具有正向影响作用,对感知风险具有负向影响作用,感知收益对购买意愿具有正向影响作用,感知风险对购买意愿具有负向影响作用,外部刺激价格对购买意愿的影响程度大于内部记忆价格对购买意愿的影响程度。
Based on the theory of foreground, the theory of adaptation - level and the theory of assimilation - contrast, a conceptual model of reference price, perceived return, perceived risk and willingness to buy in online shopping environment is constructed and tested with the data of 451 samples. The results show that the price of internal memory and the price of external stimulus have a positive effect on perceived benefits and purchase intention, which have a negative effect on perceived risk. Perceived benefits have a positive effect on purchase intention, and perceived risk has a negative impact on purchase intention The impact of external stimulus prices on the purchase intention is greater than the impact of internal memory prices on the purchase intention.