网络零售中影响消费者购买意愿因素研究

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1、外文翻译TResearchontheDeterminantsofPurchasingIntentioninOnlineShopping——FromthePerspectiveofTrustandPerceivedRiskMaterialSource:ChalmersUniversityofTechnologyAuthor:OlaHultkrantzInonlineshopping，consumerscannotobtaincomprehensiveproductsinformationbyseeingandtouching.Andtheymayevenworryabout

2、thetransactionsecurity.Onlineshoppingoffersatransactionsituationwithdistrustfulfactorsandhighperceivedrisks.Soinadditiontoprovidingcheappricesandcontinentpurchasingservices，itismoreimportantforonlinestorestomeetconsumers’psychologicalrequirementofsecurity.Thisarticleproposesapurchasingint

3、entioninfluencemodelbasedontrustandperceivedrisktheories，andpresentsthedevelopmentandvalidationofscalesofmodelvariances.Empiricalresearchisconductedbasedoninterviewandquestionnairesurvey.SEManalysisisusedtoexploretheinfluencesofonlinestores’brandimage，salesmanagement，services，technologyse

4、curity，andconsumers’dispositiontotrustonconsumers’trustandperceivedrisk，aswellastheireffectsonpurchasingintention.Finally，thearticleputsforwardacreditenhancementframeworkinvolvingeffortsfromgovernment，industryassociation，enterprises，thethird-partypayment，andconsumers，andalsoproposessugges

5、tionsforthemanagementpractice.Theglobalfinancialcrisisin2008,thousandsofEuropeanandAmericancountriesinretailstoresclosedtheirdoors,manyexportenterprisesinChinaandtraditionalretailbusinessesfacethesamewinter.ChinatoTaobao,representedsubstantialgrowthinonlineretailbusinesshasbecomethemostim

6、portantoutsidethetraditionalretailtradeinthesupplementaryform.Previousresearchshowedthatscholars,notactualcontactwiththeproductsandbusinesses,thelackofcontrol,theconsumere-commercetransactionsandperceivedriskthantraditionaltransactions,perceivedriskismuchgreater.AccordingtoIResearch's"Dev

7、elopmentReport2007-2008,onlineshoppinginChina,"showsthatmorethan60%oftherespondentsbelievethatthesafetyofonlineshoppingandonlineconsumerproductqualityproblemsthathavehinderedthemainreasonforonlineshopping,andthesetwopointscanbeSummarizedasalackoftrustofconsumersforn