摘要
首先,研究引入了部分人口特征和心理特征变量对互联网创新消费者进行了初步的界定;其次研究了消费者创新性对消费者的网购行为的影响。实证结果发现性别、成长环境和收入等人口特征是区别互联网创新消费者的显著变量;另外,研究结果还表明个体功能风险和时尚意识对消费者创新性分别有负面和正面的影响;最后,研究发现消费者创新性对网购行为具有显著的正影响。
First, the research introduces some demographic and psychological variables to identify the internet innovators. Second, the research studies the effect of innovativeness on consumers＇ the internet shopping behavior. The empirical results show that the demographic characteristics of gender, growing environment and income are significant determinant variables of innovativeness. In addition, the results indicate that function risk will be associated with innovativeness negatively, while fashion consciousness positively. This paper also demonstrates that internet innova- tiveness does have a significant positive effect on internet shopping.
出处
《科技和产业》
2013年第10期85-91,共7页
Science Technology and Industry
关键词
消费者创新性
人口特征变量
感知风险
时尚意识
网购行为
consumer innovativeness
demographic variables
perceived risk
fashion consciousness
internet shopping behaviors
