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产品试用是商家为了提高产品的知名度和大众接受程度而采用的营销手段。随着电子商务的兴起和发展,在线免费试用也渐渐成了产品试用的重要形式。本文以霍华德-塞斯的消费者决策模型为基础,结合了消费者感知和互惠的相关理论,提出消费者在线申请免费产品试用行为的模型,从决策角度出发,探讨消费者在线申请产品试用的动机及其影响因素。通过回归分析和路径分析得到了以下结论和贡献:(1)网站因素、年龄、网购年限、产品涉入、他人影响等消费者外在刺激因素会正向影响消费者感知价值;(2)网购年限、网购花费、产品涉入、网站因素等会正向影响消费者的互惠倾向,而年龄相反;(3)产品涉入、感知价值和他人影响对消费者的申请试用行为有非常显著的正向影响;(4)网站因素、互惠倾向和网购年限对消费者的申请试用行为有非常显著的负向影响。
Product trial is the marketing strategy adopted by the merchants in order to improve product popularity and public acceptance. With the rise and development of e-commerce, online free trial has gradually become an important form of product trial. Based on Howard - Seth ’s consumer decision - making model, this paper combines the theories of consumer perception and reciprocity, puts forward a model of consumer online free trial application behavior, and discusses the trial of consumer online application product from the perspective of decision making Motivation and its influential factors. Through regression analysis and path analysis, the following conclusions and contributions are obtained: (1) External factors such as website factors, age, duration of online shopping, product involvement, influence of others influence consumers’ perceived value; (2) Online shopping Age, online shopping spending, product involvement, website factors and so on will positively affect the reciprocity of consumers, while the opposite age; (3) product involvement, perceived value and the impact of others on the consumer trial application behavior has a very significant positive (4) Website factors, reciprocity and online shopping age have very significant negative impact on consumers’ trial application behavior.