卷烟网上订货用户使用意愿实证分析

An Empirical Research of Users' Intention of Cigarettes Online Ordering

根据信息系统成功模型等理论框架,结合我国烟草企业电子商务的具体环境,构建卷烟网上订货用户使用意愿的影响因素模型。通过问卷数据对模型中的影响因素和假设关系进行信度、效度分析和路径分析检验,验证理论假设的变量关系。

According to the theoretical framework of information systems success model, combining the tobacco enterprises to the specific environment of electronic commerce in our country, we built the model of factors influencing users＇ behavior of cigarettes online ordering. The structural equation modeling technique was used to evaluate influencing factors and assumptions relationship and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model through the questionnaire data. It confirmed the variable relationship of theory assumptions.