当当网目标消费者购买意愿影响因素研究

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1、哈尔滨工业大学管理学硕士学位论文4.2.2服务质量············································································254.2.3购买成本············································································264.2.4感知风险·······················································

2、·····················264.2.5感知价值············································································274.2.6购买意愿············································································274.3问卷调查的结果···············································

3、·························284.4信度和效度分析········································································294.4.1信度分析············································································294.4.2效度分析···············································

4、·····························304.5结构方程模型分析·····································································334.5.1理论模型的结构方程模型界定················································334.5.2模型拟合性检验·····························································

5、······344.5.3结构模型检验······································································364.6本章小结·················································································37第5章基于理论模型的当当网营销策略建议··········································395.1实证分析统计结

6、果·····································································395.1.1结构变量间的影响力·····························································395.1.2假设检验及讨论···································································405.2当当网目标消费者购买意愿影响因素的理论分析

7、······························415.3针对当当网的营销策略建议·························································425.3.1提高产品质量的营销策略·······················································425.3.2提高服务质量的营销策略·······················································435.

8、3.3降低购买成本的营销策略·······················································455.3.4降低感知风险的营销策略·······················································465.4本章小结·······································································