摘要
本研究利用多群组结构方程模型对影响消费者网络团购意愿的因素进行分析。研究结果表明,需求外部性效应、价格认知和信任显著正向影响消费者的网络团购意愿。而消费者的人口统计特征和网络购物经验,包括性别、年龄、受教育程度、职业、网络购物的次数和是否拥有网上支付工具等在不同群组间的调节效应存在显著差异。
Based on the multi-group cing consumers＇ online group-buying purc structural equation model, this paper analyzes the factors that influen- hasing intention. Hypothesis test result shows, demand externality effect consumer＇ s price perception and trust, play a significant influence on consumer purchasing intention in online group-buying. Multiple group analysis results also shows, consumer demographic characteristics and online shop- ping experience, including gender, age, educational level, occupation, online-shopping frequency and online- payment tools status has significant difference in the effects of different groups.
出处
《首都经济贸易大学学报》
北大核心
2013年第4期93-100,共8页
Journal of Capital University of Economics and Business
基金
广东省哲学社会科学"十二五"规划学科共建项目<小微企业电子商务采纳影响因素及实施效果评价研究--以珠三角为例>(项目编号GD12XGL27)
关键词
网络团购
人口统计特征
网络购物经验
结构方程模型
多群组分析
online group-buying
demographic characteristics
online purchasing experiences
structuralequation model
multi-group SEM analysis
