中文摘要：

基于前景理论、适应-水平理论和同化-对比理论,构建了网络购物环境下参考价格、感知收益、感知风险以及购买意愿的概念模型,并利用451个样本的数据进行了实证检验。研究结果表明：内部记忆价格、外部刺激价格对感知收益、购买意愿具有正向影响作用,对感知风险具有负向影响作用,感知收益对购买意愿具有正向影响作用,感知风险对购买意愿具有负向影响作用,外部刺激价格对购买意愿的影响程度大于内部记忆价格对购买意愿的影响程度。

英文摘要：

Based on prospect theory, update level theory and assimilation-contrast theory, this paper establishes the conceptual model of indicative price, perceived profit, perceived risk and purchase intention under online shopping environment,and uses 451 sample data to take empirical test. The results show that the internal memory price and external stimulating price have positive impact on perceived profit and purchase intention, while they have negative impact on perceived risk, the perceived profit has positive impact on purchase intention, the perceived risk has negative impact on purchase intention, and the impact degree of external stimulating price on purchase intention is larger than that of internal memory price on purchase intention.