An Empirical Research on the Influence of Perceived Value on Buyers Purchase Intention -Based on the Regulation of Freight

摘要：

　　Basing on the previous research results,this paper explores the model of online buyers purchase intention,and proposes the model in which the influence of perceived risk,perceived benefit,perceived value and freight on online buyers purchase intention is considered.In the research model,both perceived benefit and perceived value are assumed to be positively affecting online buyers purchase intention.Perceived risk is hypothesized to affect perceived value and online buyers purchase intention negatively.Freight is hypothesized to moderate the relationship between perceived value and online buyers purchase intention.By means of SPSS 19.0,the statistical results show that perceived risk is negatively related to perceived value and buyers purchase intention; while perceived benefit is positively related to perceived value and buyers purchase intention; and freight negatively moderates the relationship between perceived value and purchase intention.

关键词： perceived risk perceived benefit perceived value purchase intention freight

作者: DIAO Xueying HE Lihong

作者单位: School of Management,Lanzhou University,Lanzhou 730000,China

会议类型: 国际会议

会议名称: The 33th Chinese Control Conference第33届中国控制会议

会议地点: 南京

会议语种:英文

页码: 3445-3449

在线出版日期: 2014-07-28（万方平台首次上网日期，不代表论文的发表时间）