B2C平台聚合返利模式应用问题研究

B2C平台聚合返利模式通过增值服务提高在线客户粘性,具有较好的应用价值。本文结合感知风险和群体影响等要素,构建了影响B2C平台聚合返利模式消费者使用意向的拓展技术接受模型(TAM),分析了影响用户采纳此模式的主要影响因素和作用路径,并给出了完善模式运作的对策建议。实证结果表明:消费者对聚合返利模式的感知有用性和易用性都会对消费者使用意向产生显著影响,但易用性对有用性没有显著影响。相关社会群体的观点会对消费者的有用性认知和使用意向产生较大的影响,感知风险通过感知有用性间接影响消费者的选择意向。

The applied value of B2C platform aggregation rebate model is to improve online customer loyalty through value - added services. Starting from this model, the extended Technology Acceptance Model （TAM） is built to analyze the impacts of B2C platform aggregation rebate model firstly, which is combined with perceived risk and group influence factors. Then, the main factors affecting the user adoption of this model are analyzed, and the model and hypotheses are tested by empirical data. The results indicate that, consumer perceived usefulness and usability both have significant impacts on consumer intention to use aggregation rebate model, but usability has no significant impacts on usefulness. The relevant opinions of different social groups have a great influence on consumer perceived usefulness and use intention, and perceived risk indirectly influences consumer intention through perceived usefulness.