在捷克的在线环境中模拟在线购物行为
Veronika Svatošová1, Ján Dvorský2
1Faculty of Regional Development and International Studies, Department of Regional and Business Economics, Mendel University in Brno, Brno, Czech Republic.
PloS one
|January 15, 2025
概括
这项研究开发并验证了在线购物行为的综合模型,确定安全,物流和支付作为关键消费驱动因素. 冲动购买被发现是网上购物者最不重要的因素.
科学领域:
- 消费者行为 消费者行为
- 电子商务是电子商务.
- 营销 营销 分析 分析
背景情况:
- 在线环境呈现出独特的动态,影响消费者和企业的互动.
- 缺乏一个全面的模型,专门针对在线购物行为决定因素.
研究的目的:
- 创建,量化和验证影响在线消费者购物行为的因素的概念模型.
- 解决现有研究中发现的关于整体在线购物行为模型的差距.
主要方法:
- 对926名捷克网上购物者进行了在线问卷调查.
- 使用部分最小平方结构方程建模 (PLS-SEM) 方法进行统计验证和建模.
主要成果:
- 一个全面的模型解释了82.53%的在线购物行为的总差异.
- 安全和消除风险 (SE),在线分销和物流 (OD) 和在线支付 (OP) 被确定为最关键的因素.
- 心理因素的相关性比其他调查的因素更强.
结论:
- 经过验证的模型提供了对在线购物行为的彻底解释,整合和推进了先前的研究.
- 在线消费者的关键决定因素是安全性,高效的物流和安全的支付选项.
- 冲动的在线购物成为影响消费者决策的最不重要的因素.
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