影响潜在顾客网上购买意愿的因素:尼泊尔语境的研究

Arjun Rai, C. Rai
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引用次数: 0

摘要

各种因素影响着潜在买家在商店的购买意愿。对网上购物的态度、感知到的客户服务、质量和价格公平也可能决定潜在客户的购买意愿。在新冠疫情期间,许多传统商店采用数字平台来接触和服务客户。在此背景下,本研究旨在探讨网上购物态度、潜在顾客对网上商店顾客服务的感知、质量感知和价格公平感知对购买意愿的影响。本研究采用普通最小二乘模型检验自变量对因变量的影响。3表示受访者态度、感知顾客服务、品质、价格公平与购买意愿的相关关系。相关检验显示,所述变量之间存在显著正相关。该研究采用问卷调查的方法,从425名受访者中收集数据,使用结构化的自我管理问卷。收集到的数据在社会科学统计软件包(25)中进行编码、输入和分析。研究结果显示态度、顾客服务知觉、品质知觉和价格公平知觉对购买意愿有显著的正向影响。本研究的贡献突出了在尼泊尔社会背景下,所述变量对前景购买意愿的积极影响。这些信息可能有助于在线商店提高其营销绩效。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Factors Affecting Online Purchase Intention of Prospects: A Study in Nepalese Context
Various factors influence potential buyers' purchase intention from stores. Attitude towards online shopping, perceived customer service, quality, and price fairness may also determine the prospects' intention to buy or not. Amid Covid-19, many traditional stores adopted digital platforms to reach and serve customers. In this context, this study aimed to examine how the attitude towards online shopping, prospects' perception of customer service of online stores, quality perception, and price fairness perception affect purchase intention. This study used the Ordinary Least Square model to examine the effect of independent variables on the dependent variable. 3 presents the Correlation between the variables attitude, perceived customer service, quality, price fairness, and purchase intention of the respondents. The correlation test revealed significant positive correlations between the stated variables. The study employed a survey method to collect data from 425 respondents, using a structured-self administered questionnaire. The collected data were coded, entered, and analyzed in Statistical Package for Social Science (25). The result of the study indicated a significant positive impact of attitude, perceived customer service, quality perception, and price fairness perception on purchase intention. The contribution of this study highlights the positive impact of the stated variables on the purchase intention of the prospects in the Nepalese social context. This information may be helpful for online stores to improve their marketing performance.
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