作　　者： ; ;

机构地区： 中山大学管理学院

出　　处： 《管理评论》 2006年第11期18-25,共8页

摘　　要： 进入二十一世纪以来,互联网电子商务迅速发展,出现了许多电子商务网站,但客户购买意愿并不强烈,而现有文献很少研究影响电子商务网站客户购买意愿的因素。本研究目的是得出电子商务网站客户购买意愿的关键影响因素,从而为电子商务网站增强客户购买意愿提供参考。在文献参考的基础上,本研究推导出一个电子商务网站客户购买意愿影响因素的假设模型,并以中国电信一个实际的电子商务网站作为研究对象以进行实证研究。结果表明,电子商务网站使用的简易性、网站的服务质量、产品质量和产品文档这四个因素通过客户信任的中间变量从而影响客户购买意愿。本研究最后提出电子商务网站市场营销实践的指导意见。 The 21st century witnessed a rapid development of WWW.e-commerce. B-to-C WWW e-commerce has become an important business mode. So far, there have been few studies about the factors that influence the buying intention of customers on e-commerce web sites. This study intends to elicit key influence factors. Based on the review of the literature on e-commerce, the study proposes a hypothetic model of influence factors of e-commerce web sites customers′ buying intention. Then we use a real e-commerce web site of China Telecom as our research object, and testify the model by questionnaire and data analysis. The result shows that simplicity of usage, service quality, product quality and product document are the four factors influencing customers′ buying intention. The four factors influence customers′ buying intention by a median variable, customer trust. The study enriches the theory on e-commerce and offers instruction to e-commerce web sites in marketing practice.

关 键 词： 网站 电子商务 销售 信任

领　　域： [经济管理]