基于IDT和TAM理论的O2O电子商务消费者采纳行为研究  

作　　者：陈湘青[1] 

机构地区：[1]佛山职业技术学院工商管理系

出　　处：《企业经济》2016年第1期96-100,共5页Enterprise Economy

基　　金：国家社会科学基金项目"区域创新体系中的信息资源配置与服务模式研究"(项目编号:10CTQ017);佛山市哲学社会科学规划项目"佛山电商人才培养体系研究"(项目编号:2015-YB17);广东教育科学十二五规划课题"基于成果导向教育的<市场调查技术>课程教学改革研究与实践"(项目编号:2013JK292)

摘　　要：基于创新扩散理论与技术采纳模型,分析了消费者O2O电子商务采纳行为的影响因素,引入了比较优势、兼容程度、复杂程度、感知易用性、感知有用性、感知风险、采纳意向与采纳行为8个结构变量,构建了O2O电子商务消费者采纳行为分析模型,并以某大型团购网站为例进行实证分析。研究结果表明,IDT与TAM等经典理论同样适用于O2O电子商务领域,O2O电子商务的创新特性与技术采纳之间存在明显的影响关系。结合有关分析,提出了创新O2O电子商务模式,降低消费者感知风险,提高感知易用性与有用性等对策建议。Based on the theory of IDT and TAM, the key factors affecting the adoption of O2O e-commerce are analyzed, 8 variables are introduced, including relative advantage, compatibility, complexity, perceived ease of use, perceived usefulness, perceived risk, adoption intention and adoption behavior, and the model of consumers＇ adoption behavior of O2O e-commerce is constructed. The result shows that, IDT and TAM fit the field of O2O e-commerce, and there are significant effects between innovation characteristics and technology adoption of O2O e-commerce. Combined with the analysis of the empirical results, some pertinent countermeasures and suggestions are put forward, such as innovating the O2O e-commerce mode, minimizing the perceived risk, and improving the perceived ease of use and usefulness, etc.

关 键 词：O2O IDT TAM 采纳行为 电子商务 

分 类 号：F724.6[经济管理—产业经济]