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基于传统消费者决策理论中认知先于意图和行动、了解先于行为的研究,本研究假设并实证检验了在网络购物环境中消费者决策的层级路径模式。本文重点研究了在购买前搜寻及评价、实际购买这两个决策阶段中互联网所扮演的角色,被假设在层级路径模式中起作用的直接与间接的影响因素均由四个互联网相关变量——购买前搜寻认知、购买认知、实际购买前搜寻、实际购买——来检测验证。研究结果表明,网上决策的每个阶段均被其之前的阶段直接或者间接地显著影响。
Based on the study of prior knowledge of prior intention and action in traditional consumer decision theory, this study assumes and empirically tests the hierarchical path model of consumer decision-making in online shopping environment. This article focuses on the role of the Internet in both decision-making stages of pre-purchase search and evaluation, actual purchase, and the direct and indirect factors that are assumed to play a role in the Hierarchical Path Model consist of four Internet-related variables- Pre-purchase search awareness, purchase awareness, the actual purchase before the purchase, the actual purchase - to test validation. The results show that each stage of online decision-making is directly or indirectly significantly affected by its previous stage.