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本文从消费者的角度,通过对感知价值和集群意愿的相关研究进行梳理,构建了感知价值与网络消费者集群意愿的理论模型。采用线上发放问卷的渠道收集数据,然后利用SPSS18.0对数据进行信度效度及回归分析。实证研究结果表明:感知价值对网络消费者集群意愿具有显著的正向影响,感知价值的子维度价格价值和情感价值也对集群意愿有显著的正向影响,但是消费者感知的质量价值和社会价值对集群意愿并没有显著影响。
From the point of view of consumers, this paper constructs the theoretical model of the perceived value and the desire of Internet consumers by combing the related research on perceived value and the willingness of the cluster. Data were collected using online questionnaires, and then reliability and regression analysis were performed on the data using SPSS18.0. The results of empirical research show that perceived value has a significant positive impact on Internet consumers’ willingness to cluster. The price value and emotional value of sub-dimension of perceived value also have a significant positive impact on cluster willingness. However, perceived quality value and social Value has no significant effect on cluster willingness.