Understanding Purchasing Behaviors for Online Grey Privacy Products -The Moderating Effect of Grey Product Knowledge
Some products are subconsciously thought to be seldom purchased online, but in fact search online this paper have found a large number of online purchases, such as bra.So what are the characteristics of this kind of product? From the perspective of outlier knowledge, this study analyses why consumers buy such products, who is buying, whats the relationship between grey product and purchasing behavior.The research process of this paper is as follows: Firstly, the consumers who buy bra online are interviewed by field interviews, and the different effects of the attributes of such products on consumers are summarized from the perspective of outlier knowledge.Secondly, the influencing factors privacy concerns and purchasing behavior in the model are measured by the previous maturity scale, while the grey products knowledge is revised by using Brucks scale for reference.Finally, sample data are obtained by questionnaire.This study finds that privacy concerns have a negative impact on consumers online purchasing behavior of grey privacy products and consumers grey products knowledge has a significant positive impact on consumers purchasing behavior from the perspective of outlier knowledge.Discussing the factors of consumers online purchasing behavior from the perspective of outlier knowledge management can provide a new perspective for follow-up study.
grey privacy products online purchasing behavior grey product knowledge oulier knowledge management privacy concerns
Huosong Xia Yuting Meng
School of Management, Wuhan Textile University, Wuhan, 430073, China
国际会议
The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)
武汉
英文
309-316
2019-05-24（万方平台首次上网日期，不代表论文的发表时间）