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

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

中国管理科学 ›› 2016, Vol. 24 ›› Issue (8): 98-106.doi: 10.16381/j.cnki.issn1003-207x.2016.08.012

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

王崇^1,2, 吴价宝², 王延青³

1. 南京审计大学工商管理学院, 江苏南京 211815;
2. 淮海工学院商学院, 江苏连云港 222000;
3. 哈尔滨工业大学管理学院, 黑龙江哈尔滨 150001

收稿日期:2013-07-27 修回日期:2014-09-11 出版日期:2016-08-20 发布日期:2016-08-24
通讯作者: 王崇(1966-),男(汉族),黑龙江密山人,南京审计大学工商管理学院教授,博士,研究方向:商务智能、网络营销,E-mail:zgwagc@sina.com. E-mail:zgwagc@sina.com
基金资助:
国家自然科学基金面上资助项目（71571085）

Empirical Research on Impact of Transaction Costs upon Consumer's Perceived Value under Mobile E-Commerce

WANG Chong^1,2, WU Jia-bao², WANG Yan-qing³

1. School of Business Adminstration, Nanjing Audit University, Najing 211815, China;
2. School of Business, Huaihai Institute of Technology, Lianyungang 222000, China;
3. School of Management, Harbin Institute of Technology, Harbin 150001, China

Received:2013-07-27 Revised:2014-09-11 Online:2016-08-20 Published:2016-08-24

摘要/Abstract

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。

关键词: 移动电子商务, 交易成本, 感知价值, 消费者

Abstract: After analyzing the composing of transaction cost under mobile e-commerce, the hypotheses of impact of searching cost, evaluating cost, paying cost and risk cost on perceived value are proposed and the hypothetic model on the impact of transaction cost upon consumer's perceived value under mobile e-commerce is established, and SEM is used to make fitting check on the hypothetic model by means of sample data. The research results indicate that searching cost, evaluating cost, paying cost and risk cost all are the main costs which consumer bears to buy products under mobile e-commerce, which all are negatively correlated with consumer's perceived value. Among them, risk cost is the most negatively correlated with consumer's perceived value, and searching cost does not significantly make an impact on consumer's perceived value. In addition, consumer's risking attitude is positively correlated with risk cost and evaluating cost, which indirectly makes an impact on consumer's perceived value by influencing risk cost and evaluating cos. Finally, according to the research results, suggestions are made to promote the development of mobile e-commerce in China.

Key words: mobile e-commerce, transaction cost, perceived value, consumer

中图分类号:

F713.36

王崇, 吴价宝, 王延青. 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[J]. 中国管理科学, 2016, 24(8): 98-106.

WANG Chong, WU Jia-bao, WANG Yan-qing. Empirical Research on Impact of Transaction Costs upon Consumer's Perceived Value under Mobile E-Commerce[J]. Chinese Journal of Management Science, 2016, 24(8): 98-106.

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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

Empirical Research on Impact of Transaction Costs upon Consumer's Perceived Value under Mobile E-Commerce

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