网购用户从众行为影响因素实证研究  

An Empirical Study on Factors Affecting the Conformity Behavior of Online Shoppers

作　　者：刘江[1] 朱庆华[1] 吴克文[1] 赵宇翔[1] 

机构地区：[1]南京大学信息管理学院,南京210093

出　　处：《图书情报工作》2012年第12期138-143,147,共7页Library and Information Service

基　　金：国家社会科学基金重点项目"互联网用户群体协作行为模式的理论与应用研究"(项目编号:10ATQ004)研究成果之一

摘　　要：基于从众行为的基本概念和特征,通过分析国内外文献资料,借鉴社会心理学领域的相关研究理论和成果,构建网购用户从众行为影响因素模型并提出相关假设。通过问卷调查的方式进行数据收集,利用SPSS 17.0进行统计分析并使用Lisrel 8.70软件进行结构方程建模以验证本研究提出的假设,并计算模型中各变量对用户网购从众行为的影响程度。研究认为用户网购从众行为主要受网购态度和网购习惯的影响。研究结论可以为电子商务中的设计者、管理者以及政策制定者提供相关的参考依据和建议。Based nn the introduction of concept and charac.teristics of eontormity behavior, as well as the literature review on some relevant theories and publications of social psyehology field, the paper proposes several potential factors that may affect the conformity behaviror of online shoppers, and builds a conceptual model with some relevant hypotheses put forward. The empirical data are collected by questionnaire survey. Specifically, it employs SPSS 17.0 to make descriptive statistical mralysis on the sample data, and structural eqaa- tion model is constructed by applying Lisrel 8.70 to verify the hypotheses and estimate the variables＇ impact on the conformity behavior of online shoppers. The finding shows that the contormity behavior of online shoppers ix affected by the attitude anti habit of online shoppers. Furthermore, the paper may yield some implications for the developers, managers, and policy-makers of e-enmmeree.

关 键 词：网购用户 从众行为 网购态度 网购习惯 社会认同 信息对称 

分 类 号：F724.6[经济管理—产业经济] F274F224