消费者社交网站购物态度影响因素的实证研究

被引：12

作者：

邵兵家

高志欣

师蕾

机构：

[1] 重庆大学经济与工商管理学院

来源：

情报杂志 | 2010年 / 08期

关键词：

社交网站; 电子商务; 影响因素; 感知匹配度;

D O I：

暂无

中图分类号：

F713.36 [电子贸易、网上贸易];

学科分类号：

1201 ;

摘要：

开展电子商务将是中国社交网站的发展趋势。以技术接受模型为基础,借鉴品牌延伸和信任理论,构建了消费者社交网站购物态度影响因素模型。通过调查收集了379份有效问卷,利用结构方程模型方法对构建的研究模型进行了实证检验。研究结果表明,感知匹配度和信任对消费者社交网站购物态度有显著的影响,而感知易用性、感知有用性、感知乐趣等因素没有直接影响。

引用

页码：203 / 207+135 +135

页数：6

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