网上购物意图影响因素实证研究被引量：18

The Factors of Online Purchase Intention:An Empirical Study

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摘要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。 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.

作者郑冉冉宋泽

机构地区浙江师范大学工商管理学院长沙理工大学管理学院

出处《商业经济与管理》 CSSCI 北大核心 2007年第7期55-61,共7页 Journal of Business Economics

基金国家社科基金项目(05BJY062)资助

关键词信任感知风险技术接受模型网上购物结构方程模型 trust perceived risk technology acceptance model online shopping structural equation modeling

分类号 F713.50 [经济管理—市场营销]

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参考文献17

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