电信运营商提供支付中介服务的探讨——基于消费者效用感知的视角

效用感知是消费者实施购物行为的先决条件。网络购买过程中的消费者效用感知已经成为学者们关注和研究的热点问题。本文基于消费者效用感知理论,提出了分离支付网上购物模式,并应用跨时期决策理论,对电信运营商提供支付中介服务的行为进行量化研究。

An Discussion on Telecom Provide Intermediate Paying Services Based on the Perception of Consumer Utility

Perception of consumer shopping utility is a prerequisite of consumer behavior in the process of e-commerce. With the development of e-commerce, perception of consumer shopping utility has become a hot issue scholars concerned. With the help of the cross-time decision-making theory and the utility theory, this paper put forward a separation paying model on online shopping to research the behavior of telecom operators providing intermediate paying services.