基于感知因素的顾客 B2C 平台选择机制研究

Perception factors has important effects on customer's platform choice. Using perceived usefulness, perceived convenience and perceived safety as the antecedents, this paper establishes the conceptual model of customer's selection of B2C online-shopping platform, and proposes correlated research hypothesis. Then we investigate 235 consumers with online shopping experience by issuing questionnaires and do reliability and validity analysis for the questionnaire scale through Cronbach's a of internal consistency and confirmatory factor analysis. The result manifests the scale be with good reliability and validity. Finally, we test these research hypothesis by using Structural Equation Model. The research results show that customers 'perceived usefulness, perceived convenience and perceived safety of B2C platform all have significant positive influence on customer satisfaction; customer satisfaction also has significant positive influence on platform selection intention; perceived usefulness has significant direct positive influence on platform selection intention; Convenience orientation don't mediate the relationship between perceived convenience and customer satisfaction positively.