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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。
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基本信息:
中图分类号:F724.6;F713.55
引用信息:
[1]杜宇,陈利馥.中国消费者海外代购意愿影响因素研究[J].财经问题研究,2015,No.377(04):106-109.
基金信息:
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)
2015-04-05
2015-04-05