| B2C环境下基于多属性效用理论的消费者行为模式 |
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| 引用本文： | 王崇,李一军.B2C环境下基于多属性效用理论的消费者行为模式[J].系统管理学报,2010,19(1). |
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| 作者姓名： | 王崇 李一军 |
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| 作者单位： | 1. 淮海工学院,商学院,江苏,连云港,222000;哈尔滨工业大学,管理学院,哈尔滨,150006
2. 哈尔滨工业大学,管理学院,哈尔滨,150006 |
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| 基金项目： | 国家自然科学基金资助项目 |
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| 摘 要： | 通过对网络消费者购买决策过程的分析,提出了基于多属性效用理论研究网络消费者行为模式的方法,依据价格、性能、支付风险、质量风险、投递服务和售后服务6个指标构建了网络消费者购买序列曲线.购买序列曲线反映了网络消费者购买商品的态度、偏好.在上述研究基础上,对商品效用值分布进行了分析,进一步揭示了网络消费者行为模式的特点.将定性研究与定量分析相结合,为网络消费者行为模式的研究提供了一个更为有效的方法.
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| 关 键 词： | 网络消费者 效用值 多属性 行为模式 |
Research on Internet Consumer's Behavior Based on Multiattribute Utility Theory |
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| WANG Chong,LI Yi-Jun.Research on Internet Consumer's Behavior Based on Multiattribute Utility Theory[J].Systems Engineering Theory·Methodology·Applications,2010,19(1). |
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| Authors: | WANG Chong LI Yi-Jun |
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| Institution: | WANG Chong~(1,2),LI Yi-Jun~2(1.Business School,Huaihai Institute of Technology,Lianyungang 222000,China,2.School of Management,Harbin Institute of Technology,Harbin 150006,China) |
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| Abstract: | By analyzing network consumer's purchase decision process,this paper presents a research method about network consumer's behavior based on multiattribute utility theory.Consumer's purchase sequence curve is set up based on the multicriteria such as price,performance,quality risk,payment risk,delivery service and after-sale service,which reflects consumers' attitudes and preferences towards products.Based on the above research,analysis of the distribution of assigned utilities of products is made and further... |
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| Keywords: | network consumer assigned utility multicriteria behavior pattern |
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