在线消费者的心理距离及其测度方法研究——基于解释水平理论的视角

被引:14
作者
黄鹤婷
赵冬梅
机构
[1] 中国农业大学经济管理学院
关键词
在线消费者; 心理距离; 测度;
D O I
10.16110/j.cnki.issn2095-3151.2013.14.004
中图分类号
F724.6 [电子贸易、网上贸易]; F274 [企业供销管理]; F224 [经济数学方法];
学科分类号
1201 ; 0701 ; 070104 ;
摘要
本文围绕心理距离这一核心问题,以解释水平理论为基础,初步探讨了在线消费者与网络商家之间心理距离的概念;对心理距离的测度因素进行了细分,将心理距离视为由时间距离、空间距离与社会距离构成,并分析各个因素对消费者决策的影响,给出了心理距离测量指标体系及测度方法。
引用
收藏
页码:42 / 48
页数:7
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