基于TAM和IDT模型的网络购物参与意愿研究综述

A Review of Researches on Online Shopping Intention Based on TAM and IDT

学术界对于消费者网上购物参与意愿的研究从21世纪初就开始了,该领域一直是营销理论研究的热点。在众多的研究成果中,基于TAM和IDT模型的研究是比较全面和具有代表性的。本文对近年来国内外基于TAM和IDT的消费者网络购物参与意愿的代表性文献进行了整理和分析,分别阐述文献使用的研究视角、模型变量和数据分析方法及研究结论等,以期为进一步的消费者参与意愿研究以及我国企业的网络营销实践提供理论基础。

From the beginning of the 21st century, there are so many researchers began to study willingness of consumers to participate in online shopping,and this field has been a research focus of marketing theory.Among the many findings,the ones based on TAM and IDT are comprehensive and representative.This paper gives a summarization of these researches using TAM or IDT, and analyses these researches which are representative based on their model variables,methods of data processing and findings of researches.Which we hope can provide a theoretical basis for our enterprises and futher research about willingness of consumers to participate in network marketing.