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感知价值是影响消费者渠道选择的重要因素,本文结合感知价值和渠道选择构建了消费者网购渠道选择模型,运用AMOS和SPSS软件对问卷数据进行处理以验证有关假设。结果显示消费者感知渠道价值对其渠道选择行为有正向影响,感知渠道风险对感知价值和渠道选择都具有负向影响。
Perceived value is an important factor that affects the choice of consumers ’channels. This paper constructs a model of choice of consumers’ online shopping channels based on perceived value and channel selection. The questionnaire data is processed by AMOS and SPSS software to verify the hypothesis. The results show that consumer perception of channel value has a positive effect on its channel selection behavior, and perceived channel risk has a negative impact on perceived value and channel selection.