网络团购中用户持续使用意向影响机制实证研究

网络团购发展迅速,团购网站之间竞争日益激烈。因此,如何让用户持续使用是网络团购急需解决的重要问题。但是,现有相关研究比较匮乏,而期望确认模型和技术接受模型则揭示了影响用户持续使用意向的因素和机制。本文将上述两个模型有机结合并引入网络团购研究中,提出了网络团购持续使用模型。实证分析发现:感知价值、期望确认度、满意度、感知价格和感知有用性是影响用户持续使用的重要因素,其中持续使用意向受到感知价值与满意度的显著影响,感知价值受到感知价格与感知有用性的影响,而期望确认度则对感知价值与满意度有显著影响。最后,本文建议团购网站应该改变经营策略,关注用户的持续使用。通过提高用户的价值感知、满意度、价格优势以及有用性来增加团购用户的持续使用行为,从而保持自身的竞争优势。本文不仅揭示了网络团购用户持续使用的影响因素及其作用机制,也对网络团购网站运营提供了重要参考。

Online group buying has gained a rapid development, and the competitions among group buying websites are becoming fiercer and fiercer. Therefore, how to make buyers to continuously use online group buying becomes a critical issue that needs to be re solved immediately. However, there is very little research regarding this topic. Prior studies based on both the Expectation Con firmation Model and the Technology Acceptance Model have disclosed the factors and mechanisms of the customers continuous usage intention. Combining these two models and applying them to online group buying, this study proposes a new research model on customers continuous usage intention in the context of group buying. The findings based upon empirical data suggest the importance of perceived value, confirmation, satisfaction, perceived price and perceived usefulness on customers＂ continu- ous usage intention of online group buying. Customers＂ continuous usage intention is directly impacted by perceived value and satisfaction. Perceived value is influenced by both perceived price and perceived usefulness. And confirmation contributes significantly to perceived value and satisfaction. Finally, this paper suggests that online group buying websites should change their operating strategies by focusing on customers＇continuous usage. They can increase customers＇ continuous usage by enhancing the perceived value, satisfaction, perceived price and perceived usefulness, and thereby, maintain their competitive advantages. This study then not only uncovers the factors and influencing mechanism for customers＇ continuous usage in online grouping buying, but also offers importance advice for online group buying websites operation.