基于团购模式的本地化生活服务电子商务平台构建研究

A study on the construction of local business e-commerce platform based on group-buying

随着中国电子商务市场的日渐成熟和完善,本地化是未来电子商务发展的趋势。基于技术接受模型(TAM)理论,提出本地生活服务团购网站质量的构成维度,即感知有用性、感知易用性、安全性、便利性和经济性,并通过SPSS实证分析验证其对团购网站体验满意度的影响,同时检验个体因素(个人网购经验及新事物接受能力)对本地化生活服务网站质量和体验满意度的调节作用。根据研究结果,在"互联网+"时代,本地生活服务企业应加大网络安全建设、丰富团购网站信息、完善操作便利性,以强化电子商务平台质量建设,提高用户体验。

With Chinese e-commerce market coming to be mature and perfect, localization is the trend of the development of e-commerce in the future. Based on TAM model, this study puts forward the constitutional dimension of local life service group-buying website quality, namely, the perceived usefulness, the perceived ease of use, the safety, the convenience and the economy, which is used to verify the factors influencing the group-buying satisfaction by the empirical analysis of SPSS as well as to inspect the regulating effect of individual factors （personal e-shopping experience and ability of accepting new things） to the quality and the satisfaction of local life service group-buying website. The results show that in the era of ＂Internet ＋＂, local service enterprises should increase the construction of network security, enrich the information of group-buying site, improve the operational convenience, thus to strengthen the quality of e-commerce platform and improve the user experience.