消费者创新性对移动购物行为的影响机制研究——基于计划行为理论视角

Mechanism of Influences of Consumer Innovativeness on Mobile Shopping Behavior from a Perspective of Theory of Planned Behavior

计划行为理论是著名的态度行为关系理论,它对个体行为具有良好解释力和预测力。文章基于计划行为理论,实证研究了消费者创新性对移动购物行为的影响机制。结果表明:消费者创新性对移动购物主观规范影响不显著,移动购物主观规范对移动购物意向影响不显著;消费者创新性通过移动购物态度和移动购物知觉控制显著影响移动购物意向,进而显著影响移动购物行为;移动购物意向在移动购物知觉控制和移动购物行为的关系中起部分中介作用。

Theory of planned behavior is a famous relationship theory on attitude‐behavior and it has good ex‐planatory and predictive power on individual behavior .Based on theory of planned behavior ,we conducted an empirical study exploring the influence mechanism of consumers’ innovation on their mobile shopping behavior . The results show that there are no significant effects of consumer innovativeness on mobile shopping subjective norms which have no significant effects on mobile shopping intention .And consumer innovativeness has signifi‐cant effects on consumers’ mobile shopping intention by consumers’ mobile shopping attitudes and perceived control ,w hich significantly affects the mobile shopping behavior ,w hile mobile shopping intention played a par‐tial mediating role between mobile shopping perceived control and mobile shopping behavior .