中国消费者网络团购再购意愿影响因素研究  

A Study on Factors Influencing Online Group-buying Repurchase Intentions of Chinese Consumers

作　　者：邓之宏[1] 

机构地区：[1]深圳信息职业技术学院商务管理学院,广东深圳518172

出　　处：《华东经济管理》2016年第2期141-148,共8页East China Economic Management

基　　金：教育部人文社会科学研究青年基金项目(13YJC630020);广东省自然科学基金项目(2015A030313588)

摘　　要：文章基于"前因—过程—结果"的汇合视角,对TAM模型进行了扩展,以愉悦、便利、安全、服务、价格和社交等六大网络团购参与动机为前因变量,以感知有用、感知易用、信任和感知风险为过程变量,以消费者再购意愿为结果变量,构建了消费者网络团购参与动机影响再购意愿的整合模型,全面展现了消费者参与动机对再购意愿的影响路径和转化机理,并基于中国网络团购市场对整合模型进行实证检验。根据研究结论,对网络团购零售商如何制定科学有效的网络团购营销战略与运营策略,提出了一些具体的对策和建议。Based on the convergent perspective of ＂Antecedent- Process - Result＂, this paper extends the TAM model, in which the six major motivations for consumers to participate in online group-buying： pleasure, convenience, safety, service, price and sociality, act as the antecedent variables, perceived usefulness, perceived ease of use, trust and perceived risk act as the process variables, and consumer repurchase intentions act as the result variable, and builds an integrated model of repurchase intentions affected by motivations for consumers to participate in online group-buying, which can fully demonstrate the influencing path and transformation mechnnism of repurchase intentions affected by online group-buying motivations. And this paper also empirically tests the integrated model based on the Chinese online group-buying market. This paper, according to the study conclusions, puts forth some concrete countermeasures and suggestions for online group-buying retailers to devel- op scientific and effective internetmarketing strategies and operational tactics.

关 键 词：电子商务 网络团购 再购意愿 参与动机 TAM 

分 类 号：F014.5[经济管理—政治经济学] F274