网络交易成本对消费者网购意愿的影响  

Effect of the Network Transaction Costs on Consumers’ Online Shopping Wishes

作　　者：胡祖光[1] 周昊[1] 

机构地区：[1]浙江工商大学管理学院,杭州310018

出　　处：《商业研究》2013年第6期48-54,共7页Commercial Research

摘　　要：互联网技术的不断发展进步使得越来越多的消费者选择通过电子商务网站购买服装产品,消费者对网购有用性、网购易用性、网购风险规避和服务质量等提出了更高的要求。本文以技术接受模型为理论模型,加入网络交易成本作为调节变量,对原模型加以改进,验证了网络交易成本在变量感知网上购买服装产品有用性、感知网上购买服装产品易用性、感知网上购买服装产品存在风险、感知网上购买服装产品的服务质量与消费者网上购买服装产品意愿的关系中具有显著的正向调节作用。In recent years, with the continuous development of the Internet technology, more and more consumers choose to purchase apparel products through e - commerce websites . And consumers put forward higher requirements on prod-ucts usefulness, ease of use, the risk aversion and service quality of online shopping. Based on technology acceptance model, and taking the network transaction costs as an adjustment variable to improve the original model, the paper veri-fies the network transaction costs have significant positive regulatory effect on apperceiving the usefulness, ease of use, risks, the quality of service and willingness of online clothing purchase products.

关 键 词：网络交易成本 网络营销 中小企业 TAM模型 

分 类 号：F224.0[经济管理—国民经济] F724.6