译文（字数 3381）

消费者特征与网上购物态度的关系

Shw-Ing Wu

关键词：电子商务 消费者行为 消费者态度 网络 购物

摘要：这里报告的这个实验的目的是为了审查网络使用者对网上购物的关注和认知。用费希本模型对网络使用者对网上购物的态度进行测量。探索了影响使用者网上购物态度的相关因素，以及态度与这些影响因素之间的关系。结果显示费希本模型可以有效地测量消费者态度，被检验的消费者特征是消费者态度和网上购物决定的重要影响因素。

外文原文（字符数 10980）

作者：Shw-Ing Wu

书名：The relationship between consumer characteristics and attitude toward online shopping

杂志名：Marketing Intelligence & Planning

外文数据库名：Emerald

The relationship between consumer characteristics and attitude toward online shopping

Shw-Ing Wu

Keywords: Electronic commerce,Consumer behaviour,Consumer attitudes,Internet,Shopping

Abstract: The purpose of the experiment reported here was to examine Internet user concerns and perceptions of online shopping. The attitude of Internet users toward online shopping was measured using the Fishbein model. The relative factors influencing user attitudes toward online shopping and the relationship between the attitude and the influence factors were explored. The results show that the Fishbein model can effectively measure consumer attitudes and the ezamined consumer characteristics were important influence factors and online shopping decisions.