移动互联网环境下珠宝消费者行为影响因素实证研究

Empirical Research on Influencing Factors of Jewellery Consumer Behavior in Mobile Internet Environment

TAM和VAM是在消费者研究领域较为成熟的理论模型,在移动互联网环境下,借鉴这两个模型的合理框架和内容,珠宝消费者行为影响因素假设模型可以表述为:消费者行为意向受消费者创新、消费者感知价值和用户粘性的显著正向影响而促进实际消费行为的产生,感知风险则对行为意向和实际行为产生显著负向影响。通过结构方程模型实证检验,上述假设模型得到了支持,从而可以为珠宝行业提供相关合理建议。

TAM and VAM are mature theoretical models in the field of consumer research.Under the mobile Internet environment,referring to the reasonable framework and content of these two models,the hypothetical model of the influential factors of jewelry consumer behavior can be expressed as:The positive effect of consumer innovation,consumer perceived value,and user stickiness promotes actual consumer behavior.Perceived risks have a significant negative effect on behavior intention and actual behavior.Through the structural equation model empirical test,the above hypothesis model is supported,which can provide relevant reasonable suggestions for the jewelry industry.