零售企业O2O电子商务采纳行为实证研究

An empirical study on the O2O e-commerce adoption behaviors of retail enterprises

基于问卷调查数据,通过构建结构方程模型,实证分析了零售企业O2O电子商务采纳行为及其影响因素。分析结果表明,专业知识、企业资源、风险倾向等决策主体变量对零售企业O2O电子商务采纳行为产生了显著的直接影响,预期易用性和感知相对优势等决策客体变量对零售企业O2O电子商务采纳行为产生更显著的间接影响。综观直接影响和间接影响,发现零售企业的专业知识是影响其O2O电子商务采纳行为的最核心要素。

Based on the data obtained by a questionnaire survey, this paper conducted an empirical study on retail enterprises＇ O2O e-commerce adoption behaviors and the influencing factors by constructing a Structural Equation Model. The result showed that decision subject variables, such as professional knowledge, enterprises＇ resources and risk tendency, exerted significantly direct influence on the O2O e-commerce adoption behaviors of retail enterprises. In addition, decision object variables, such as predicted ease of use and perceived relative advantage, showed more significantly indirect influence on the O2O e-commerce adoption behaviors of retail enterprises. Finally, we found that professional knowledge of retail enterprises was the core element that affected their O2O e-commerce adoption behaviors.