潜在网络购物者与有经验者购买意愿比较研究

Comparative study on online purchasing intention between latent customers and experienced customers

感知风险和信任缺失被认为是阻碍网络购物发展的主要因素。以技术接受模型为理论基础,将感知风险和信任引入模型,把消费者分为潜在网络购物者和有经验网络购物者两大类,采用结构方程模型方法对影响我国消费者网络购物意愿的因素进行实证对比研究。实证结果表明：消费者感知网络购物有用性对其购买意愿的影响路径系数高于信任和风险因子对购买意愿的路径系数;感知风险对网络购买意愿有直接的负向影响;对于潜在消费者群体,信任显著影响其网络购物意愿,但对有购物经验的消费者群体信任却对网络购买意愿没有显著影响。

Perceived risk and lack of trust are the two major factors that hold online purchasing back. This paper developed the research framework based on the technology acceptance model （ TAM） . Introduced perceived risk and trust into TAM. It divided online customers into two groups： latent customers and experienced customers. Employed structural equation modeling to compar the empirical factors that influence different groups. The result shows that perceived usefulness has the most significant effect on the online purchasing intention in all groups,perceived risk has negative effect on the purchasing intention,trust has significant positive effect on the purchasing intention toward the latent samples while has no significant effect toward the experienced samples.