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《Journal of Dalian University of Technology(Social Sciences)》 2006-01
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Research on consumer's decision behavior based on Internet environment

WANG Chong, LI Yi-jun(School of Management,Harbin Institute of Technology,Harbin 150006,China)  
By analyzing Internet consumer's purchase decision processes,this paper puts forward the important factors influencing the consumer's decision behavior and the hypotheses,and proposes an Internet consumer's purchase decision model.In the paper,a 5-point Likert scale is designed on the factors influencing the consumer's decision behavior in order to verify the model's correctness.Data derived from the Likert scale are analyzed by using SEM(structure equation model) and the model is modified according to the analytical results.Finally,the Internet consumer's purchase decision model is estabilished.Some significant enlightenment is obtained by analyzing the model,which provides theoretical guidance for correctly recognizing the consumer's decision behavior.
【CateGory Index】: F224
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