面向电子商务的消费者行为影响因素的实证研究被引量：34

An Empirical Study of the Influence Factor of the Consumer Behavior Oriented to Ecommerce

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摘要在对电子商务环境下的消费者行为特点进行分析的基础上,基于技术接纳模型和创新扩散理论,构建了电子商务环境下的消费者态度行为模型的设想框架;然后利用统计软件SPSS11.5,对所设计的问卷进行可信度分析;最后根据设计的问卷,对消费者的态度行为模型的8个假设进行检验,建立了电子商务环境下的消费者态度行为模型。 Based on the analysis of the characteristics of consumer behavior in Internet, a model of hypothesized consumer attitude behavior is put forward according to the well-known technology acceptance model and innovation diffusion theory. And then reliability is carried out by means of statistics software SPSS 11.5. Finally eight hypotheses of consumer attitude behavior are tested in the light of the designed questionnaire, and the model of the consumer attitude behavior is confirmed.

作者刘枚莲黎志成

机构地区桂林电子科技大学管理学院华中科技大学管理学院

出处《管理评论》 2006年第7期32-37,共6页 Management Review

基金国家自然科学基金项目资助(70171014)。

关键词电子商务技术接纳模型创新扩散理论可信度分析假设检验

分类号 F224 [经济管理—国民经济]

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参考文献19

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