互联网环境下消费者行为倾向前因研究述评

A Literature Review for Antecedents of Consumer Behavioral Intention on the Internet

通过对文献系统性的回顾,本文归纳出互联网环境下消费者行为倾向前因研究的理论基础主要有三:信息系统领域中的科技接受模型、经济学领域中的交易成本理论和营销领域中的质量—满意模型。诚然,这些理论用于解释和预测消费者行为倾向时都具有一定的力度,但研究视角均过单一,要么从正向、获利的角度,要么站在负向、成本的立场,二者均造成研究结论不够全面与深入。同时还总结出目前研究结论存在多样性和不一致性的原因主要源于三大研究操作上的差异:研究假设与模型提出存在差异;研究中相同变量的定义与测量方法存在差异;研究的实证背景存在差异。最后,对互联网环境下消费者行为倾向前因的未来研究提出了建议。

Through systematically reviewing literatures, this article concludes three theories for study on the antecedents of consumer behavioral intention on the Internet. The first is the technology acceptance model （TAM） in the field of information system, the second is the transaction costs theory in the economics, and the three is the quality-satisfaction model in the marketing. Although these theories have strongpoint on explaining consumer behavioral intention, but the viewpoint of each theory is unilateral, mainly from the positive benefit standpoint or the negative cost standpoint. This article also concludes three operational differences in studies, including the differences in bringing forward hypothesis and constructing model, the differences in defining and measuring the same variable, and the differences in empirical background. Finally, this article puts forward many advices for studying on the antecedents of consumer behavioral intention on the Internet in the future.