移动电子商务下交易成本影响消费者感知价值的实证研究

被引：37

作者：

王崇 ^{[1
,2
]}

吴价宝 ^{[2
]}

王延青 ^{[3
]}

机构：

[1] 南京审计大学工商管理学院

[2] 淮海工学院商学院

[3] 哈尔滨工业大学管理学院

来源：

中国管理科学 | 2016年 / 24卷 / 08期

关键词：

移动电子商务; 交易成本; 感知价值; 消费者;

D O I：

10.16381/j.cnki.issn1003-207x.2016.08.012

中图分类号：

F724.6 [电子贸易、网上贸易];

学科分类号：

1201 ;

摘要：

在分析了移动电子商务下交易成本的主要构成后,论文提出了搜寻成本、评价成本、支付成本、风险成本对消费者感知价值影响的假设,构建了移动电子商务下交易成本对消费者感知价值影响的假设模型,采用结构方程模型方法利用样本数据对假设模型进行了拟合检验。研究结果表明,风险成本、支付成本、评价成本是移动电子商务下消费者网上购买商品的主要成本,均与消费者感知价值显著负相关,其中,风险成本与消费者感知价值相关程度最高,而搜寻成本对消费者感知价值的影响并不显著。此外,购物者的风险态度与其风险成本、评价成本显著正相关,通过对评价成本、风险成本的作用间接影响消费者感知价值。最后,依据研究结果,论文提出了促进我国移动电子商务发展的建议。

引用

页码：98 / 106

页数：9

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