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理解消费者网上购物行为是发展网上购物的前提。本文在对前人研究成果进行回顾和总结的基础上,扩展了相关理论,提出了网上购物意图影响因素理论模型。运用自中国网上消费者的调研数据,使用结构方程模型验证了感知使用方便、感知效用、信任和感知风险等前因变量都显著地影响网上购物态度,购买态度决定购买意图,感知风险的中介效应获得数据支持,并证实了网上消费者的双重使用和购买特征,初步厘清了变量之间复杂的因果关系。
Abstract：The precondition of online shopping development is to understand the consumers' online shopping behaviors.Based on the review and conclusion of the researchers' findings,the paper expands the relative theory and brings forward a model of online purchase intention factors.By collecting the data of on-line consumers in China and depend on the Structural Equation Modeling,it has been found that the variables of Perceived Ease of Use,Perceived Usefulness,Trust and Perceived Risk can influence the purchase attitude towards online shopping remarkably.And,purchase attitude decides purchase intention;mediating effect of perceived risk is also tested by demonstration;and it is tested that on-line consumers have the dual use and purchase characteristics.The cause and effect of the variables are cleared primarily.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2007.07.011
中图分类号:F713.36
引用信息:
[1]郑冉冉,宋泽.网上购物意图影响因素实证研究[J].商业经济与管理,2007,No.189(07):55-61.DOI:10.14134/j.cnki.cn33-1336/f.2007.07.011.
基金信息:
国家社科基金项目(05BJY062)资助
2007-07-15
2007-07-15