Fishbein（1975）的定义，意愿是个人以事特定的主观概率，而购买意愿（Purchase Intention）是消费者以事特定购买的主观概率。前文所述的六个属性可看做成网店以不同维度顾客需求与创造顾客价值的体现。
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...的可识别性(Judgment)、网络广告引起的信任程度(B eliefs)、消费者的态度(Attitude)和消费者产生的购买意图(Purchase Intention)五个因素对网络广告心理效果起决定作用。
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Consumers' purchase intention 消费者购买意向
Consumer Purchase Intention 消费者购买意向的测量
brand purchase intention 品牌购买意愿
Online purchase intention 网上购买意图
Customer Purchase Intention 顾客购买意愿
Proven by previous researches domestic and abroad, consumers have higher purchase intention when brand image and consumers self-concept become consistent.
国内外的相关研究显示，若是品牌形象与消费者的自我形象达成一致时，消费者会有较高的购买意愿。
参考来源 - 品牌个性、消费者自我形象和购买意愿关联性的实证研究—《改革与战略》—2008年第9期—龙源期刊网It shows that three areas of corporate social responsibility have a significant impact on consumers’ purchase intention and product quality perception.
数据分析结果表明,三个层次的企业社会责任行为对消费者购买意向和产品质量感知均有显著影响。
参考来源 - 企业社会责任行为与消费者响应——消费者个人特征和价格信号的调节Attitude towards ad has positive impact on purchase intention through the partial medium effect of brand attitude.4.
3.验证了广告态度通过品牌态度的部分中介作用对购买倾向产生影响。
参考来源 - 基于信息源可信性模型的名人广告效果影响因素研究·2,447,543篇论文数据，部分数据来源于NoteExpress
Service Quality; Self-Concept; Attitude; Purchase Intention and Behavior; Satisfaction; Loyalty.
服务品质；自我概念；态度；购买意图与行为；满意度；忠诚度。
As a result, the recognition of the key factors affecting private brand purchase intention is very important.
由此，对影响自有品牌购买意向关键因素的识别显得十分重要。
Merchandise price has negative control response on the relationship between consumer trust and purchase intention.
商品的价格对消费者信任与购买意向之间的关系有负向调节作用。
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