基于TAM的用户LBS团购接受意愿研究  

Research on the User's Willingness of Accepting LBS Group-buying Based on TAM

作　　者：李宝库[1] 谢慧明[1] 高维[1] 

机构地区：[1]辽宁工程技术大学营销管理学院,辽宁葫芦岛125105

出　　处：《现代情报》2015年第9期12-17,共6页Journal of Modern Information

基　　金：国家自然科学基金资助项目"网络购物的供应链结构;机制设计与产品质量诚信研究"(项目编号:71201012);国家自然科学基金项目"农村市场渠道管理效率研究--基于三方博弈的角度"(项目编号:71172218);高等学校博士学科点专项科研基金联合资助类课题"城市化进程中农民市民消费特征和模式研究--基于心理和行为角度"(项目编号:20122121110005)

摘　　要：LBS技术与团购相结合是一种新的消费方式,用户接受程度如何是商家关心的问题。以TAM理论为基础,构建影响用户LBS团购接受意愿的理论模型,运用情景实验法利用SPSS和结构方程模型对360份有效问卷进行检验。研究结果表明,感知有用性和感知易用性对用户LBS团购接受意愿有正向影响,产品因素、个人因素、情境因素及网站因素又会影响用户对LBS团购的感知有用性和感知易用性。LBS technology combined with group - buying is a kind of new way of consumption, how user acceptance is the issue that business concern. Based on TAM model, the paper constructed the theoretical model about elements which would affect users＇ willingness of accepting LBS group - buying. Based on context experiment, 360 valid questionnaires was empirically tested by using SPSS and structural equation modeling. The results showed that perceived usefulness and perceived ease of use have posi- tive influence on user＇s willingness of accepting LBS group - buying; users＇ perceived usefulness and perceived ease of use would be influence by four dimensions as product, individual characteristics, contextual and website factors.

关 键 词：LBS团购 感知有用性 感知易用性 接受意愿 网络用户 

分 类 号：F713.36[经济管理—产业经济] C93[经济管理—管理学]