摘要
网络团购已成为近两年最流行的购物方式之一。然而,随着团购网站的高速发展,网络团购市场也出现了阻碍其发展的一些问题,所以有必要对消费者网络团购参与意愿进行研究,帮助团购网站增强营销能力。在对技术接受模型及其相关理论进行回顾的基础上,构建网络团购的消费者参与意愿模型,并进行实证研究。通过问卷调查收集相关数据,运用spss 13.0进行数据分析以验证各个变量间的关系以及该模型的合理性。
Network group buys as a new kind of Internet shopping way has become one of the most popular shopping ways. However,with the high-speed development of Groupon, some problems appeared in the market which may hinder its development. Therefore,it is necessary to research Network group buys＇s willingness to participate Groupon, enhancing the marketing ability of Groupon. Based on the review of the technology acceptance model and its related theory,this paper constracts the model of Network group buys willingness to participate,and conducts empirical research. This article collects data through the questionnaire survey, applying SPSS 13.0 to analyzes the data to validate the relationship between variables and the rationality of the model.
出处
《科技与管理》
2012年第3期33-37,共5页
Science-Technology and Management
基金
教育部人文社会科学研究青年基金(12YJC790259)
