消费者采纳网站联盟营销的影响因素研究  

Factors Analysis of the Influence of Adoption for Affiliate Marketing

作　　者：王倩倩[1] 赵静[1] 

机构地区：[1]南京大学信息管理学院,江苏南京210093

出　　处：《现代情报》2014年第5期3-6,12,共5页Journal of Modern Information

基　　金：国家社会科学基金项目"数字出版物的营销模式研究"(基金编号:07BTQ003)的研究成果之一

摘　　要：网站联盟作为一种新兴的网络营销方式,消费者对其认识还处在初级阶段,消费者对网站联盟的接受程度会制约着网站联盟的发展。本文以技术接受模型(TAM)为理论基础,采用结构方程模型(SEM)对影响消费者接受网站联盟的因素进行了分析,研究发现感知有用性、易用性、社会规范和信任影响着消费者的行为意向,而内部激励对行为意向则没有产生影响。基于此,本文对文章结果进行了讨论,并对如何激励用户参与网站联盟营销提出了建议。Affiliate Marketing is an emerging marketing model, customers＇ awareness is still in initial stage, the acceptance of Affiliate Marketing will restrict the development of itself. ＇Ibis study based on TAM （Technology Acceptance Model） and ana- lyzed the factors which influence the acceptance of the affiliate marketing by structural equation model （SEM）. This study found PEOU, PU, SN, TR were influenced behavior intention, but the Internal incentive does not affect behavioral intentions. Based on this, the results were discussed and the measures on how to motivate users to participate in Affiliate Marketing were given.

关 键 词：网站联盟 感知有用性 感知易用性 信任 社会规范 行为意向 内部激励 

分 类 号：F270[经济管理—企业管理]