消费者体育用品网络购买意愿研究:基于4个竞争模型的实证检验

Research on Consumers’Online Purchase Intention of Sporting Goods:An Empirical Test Based on Four Competitive Models

随着信息技术的迅猛发展,网络购买体育用品已经成为越来越多消费者的选择。为此,分别构建基于TAM、TPB、DTPB与TAM-TPB的体育用品网络购买意愿结构模型,并对其适用性和优劣性进行比较,以为今后模型选择问题提供理论参考。采用结构方程模型(SEM)对445份有效样本数据进行分析,发现,从模型拟合度和简约性来看,TPB优于TAM、TAM-TPB、DTPB。从模型解释力来看,4个竞争模型相差无几,TPB在购买意愿上的解释力略优于其他模型,但DTPB在态度上的解释力优于TAM和TAM-TPB。从路径系数及其显著性来看,态度是购买意愿最为重要的影响变量,感知易用性与感知有用性、感知有用性与态度、态度与购买意愿之间的显著性关系在不同模型构造下具有高度的稳定性。经综合考量,认为TPB用于分析消费者体育用品网络购买意愿最为恰适。

With the rapid development of information technology,online shopping for sporting goods has become the choice of more and more consumers.This study aims to construct the structure model of consumers’online purchase intention of sporting goods based on TAM,TPB,DTPB and TAM-TPB and evaluate the applicability and merits of the structure model,so as to provide theoretical reference support for the model selection problem in the future.The structural equation model(SEM)is used to analyze 445 valid sample data,and the study finds that TPB is superior to TAM,TAM-TPB and DTPB in terms of model fit and parsimony.In terms of model interpretative ability,the four competitive models are almost the same,and TPB is slightly better than other in purchase intention,but DTPB is better than TAM and TAM-TPB in attitude.From the perspective of the path coefficient and its significance,attitude is the most important influencing variable on purchase intention.The significant relationship between perceived ease of use and perceived usefulness,perceived usefulness and attitude,attitude and purchase intention are highly stable under different models.After comprehensive consideration,it is believed that TPB is the most appropriate for analyzing consumers’online purchase intentions for sporting goods.