根據消費動機理論,本研究使用實證研究方法測量和分析了不同的功利性動機和享樂性動機影響因素,是否能夠對消費者的網絡購物態度產生影響,進而影響購買意願和消費行為。研究發現,網絡消費者感知的功利性價值可以產生功利性動機不能直接影響顧客的購買意願,但可以間接影響顧客的購買意願,網絡消費者感知到的享樂性價值能夠產生享樂性動機並進一步影響在線消費者的購買意願,而兩種在線購買動機可以透過中介變量態度與購買意願建立關係。本文擴展了對中國在線顧客消費行為影響因素的全面認識,為電子商務環境下電商和個人賣家了解在線顧客的消費行為提供了幫助。
Based on motivation theory, this research uses empirical research method to test and discuss whether different utilitarian motivation factors and hedonic motivation factors (or perceived value) can influence online consumer's attitude on online shopping, and further influence their purchase intention and actual purchasing behaviour. The research finds that online consumer perceived utilitarian value can generate utilitarian motivation, which can not directly influence but indirectly influence those consumers' purchase intention; online consumer perceived hedonic value can generate hedonic motivation, which can either directly or indirectly influence consumer's purchase intention; attitude has mediating role in the relationship between consumption motivation and purchase intention. This research extends the comprehensive understanding on the influential factors of Chinese online consumer purchasing behaviour. The research findings can help E-business enterprise and individual sellers to better understand the preference and behaviour of online consumers.
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