电子商务环境下的消费者行为研究

中国管理科学 ›› 2002, Vol. ›› Issue (6): 88-91.

电子商务环境下的消费者行为研究

黎志成, 刘枚莲

华中科技大学现代化管理研究所, 湖北, 武汉, 430074

收稿日期:2002-04-22 出版日期:2002-12-28 发布日期:2012-03-06
基金资助:
国家自然科学基金资助项目(70071004);教育部高等学校优秀青年教师教学科研奖励计划资助项目;辽宁省自然科学基金资助项目(002012)

A Study on the Consumer Behavior in Electronic Commerce

LI Zhi-cheng, LIU Mei-lian

Institute of Modern Management, Huazhong University of Science and Technology, Wuhan 430074, China

Received:2002-04-22 Online:2002-12-28 Published:2012-03-06

摘要/Abstract

摘要： 本文首先分析了电子商务环境下消费者行为相对于传统的商业模式所表现的特点:消费市场的细分化、服务需求的主流化、选择范围的扩大化和购买行为的理性化、生产和流通循环的直接化;然后分析了影响消费者网上购买行为的宏观和微观因素,最后建立了电子商务环境下的基于计划行动理论的消费者行为模型。

关键词: 电子商务, 消费者行为, 理性行为理论, 计划行为理论

Abstract: In this paper,it has been first described about the characteristics of the consumer behavior based on electronic commerce which are more segmented consumer market,strengthened service demand,expanded selection zone and perceptual consumer behavior and consumer joining in the direct cycle of the production and consumption;then the micro and macro factors that have effect on the consumer behavior have been analyzed;finally,a model based on TPB to measure consumer behavior has been established.

Key words: Electronic commerce, consumer behavior, TRA, TPB

中图分类号:

C934

黎志成, 刘枚莲. 电子商务环境下的消费者行为研究[J]. 中国管理科学, 2002, (6): 88-91.

LI Zhi-cheng, LIU Mei-lian. A Study on the Consumer Behavior in Electronic Commerce[J]. Chinese Journal of Management Science, 2002, (6): 88-91.

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