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中文摘要：
消费者的创新性水平是影响其网上购物意向的重要因素之一。通过实证方法从消费者创新性的角度对影响消费者网上购物意向的因素进行了研究。研究发现：消费者的创新性水平对其网上购物意向有显著影响；保守型消费者更加不容易产生网上购物意向；交易可靠、个人信息安全、有用和方便是影响保守型消费者产生网上购物意向的重要因素。
英文摘要：
The level of consumer＇s innovativeness is one of the main factors influencing consumers＇ intention of online-shopping. From consumer innovativeness, these factors were investi- gated by empirical method. The results show that （1） the level of consumer innovativeness influences their intention of shopping online remarkably; （2） Conservative consumers are invent on online-shop- ping more difficult and （3） Trade reliability, personal information security, usefulness and conve- nience are four main factors that influence conservative consumers＇ intent to shop on-line.
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