小企业支付方式选择的从众行为研究

Research of Small Businesses Conformity on Choice of Payment Methods

在合理行为模型的基础上,结合从众行为理论,引入导致从众行为的社会影响因素和企业主人格特质因素,构建了小企业支付方式选择的从众行为意向模型,以某工程机械企业的小企业客户为研究对象,利用结构方程模型对提出的假设进行检验。实证结果表明,小企业主的人格特质和受到的社会影响可以有效预测小企业支付方式选择的从众意向,从众意向对从众行为有较高的预测能力;实证结果也证实了合理行为模型在小企业决策行为预测上的有效性。

Based on reasoned behavior intention model and theory of conformity,this paper builds up a conformity intention model of small businesses on choice of payment methods by adding variables of social influence and small businesses＇ personality characteristics.An empirical analysis of small businesses＇ conformity on their choice of payment methods has been done through questionnaires for small businesses customers of a construction machinery enterprise with structural equation model.The empirical results show that small businesses＇ personality characteristics and social influence have a good explanatory power on conformity intention and the intention has a good explanatory power to the conformity behavior.The empirical results also show that reasoned behavior model can be successfully applied in the small business domain.