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互联网时代下,网络书店及电子书的崛起,消费者的消费习惯随之发生了变化,使实体书店的经营受到巨大的影响。研究消费者网上购书行为意愿的影响因素,有利于促进网上书店进一步的发展,也有利于实体书店的反思与革新。本文通过对消费者进行问卷调查,回收问卷623份,有效问卷为597份。本文是运用SPSS18.0统计软件对消费者网上购书意愿影响因素进行实证分析。
Internet era, the rise of online bookstores and e-books, consumer spending habits have changed, the physical bookstore business has been tremendous impact. Studying the influencing factors of consumers’ willingness to buy books online will help promote the further development of online bookstores as well as the reflection and innovation of physical bookstores. In this paper, consumers conducted a questionnaire survey, 623 questionnaires were recovered, 597 valid questionnaires. This article uses SPSS18.0 statistical software to empirically analyze the influencing factors of consumers’ online shopping intention.