基于TAM-SEM模型的茶叶网购态度影响因素研究  

Factors Influencing Purchase Attitude of On-line Shopping for Tea based on TAM-SEM

作　　者：胡振涛 项喜章 吴素春 

机构地区：[1]华中科技大学管理学院,武汉430074 [2]武汉轻工大学经济与管理学院,武汉430023

出　　处：《湖北农业科学》2017年第19期3731-3735,共5页Hubei Agricultural Sciences

基　　金：2015年湖北省教育厅人文社会科学研究重点项目(15D066)

摘　　要：以茶叶网购意向调查问卷为基础,结合技术接受模型(TAM)与结构方程模型(SEM),创建茶叶网购态度的影响因素模型。结果表明,网络购物平台的质量、支付方式、感知有用性、感知易用性以及茶叶属性都会直接或间接地影响消费者的茶叶网购态度,其中网络购物平台-感知有用性-茶叶网购态度是最有效的提升消费者茶叶网购热情的关键路径。Based on questionnaires about purchase intention of on-line shopping for tea,using TAM SEM method to construct a model of factors influencing purchase attitude of on-line shopping for tea. The research shows that ：online shopping platform,payment method,perceived usefulness,perceived ease of use and character of tea have direct or indirect effects on purchase attitude. Besides,the path online shopping platform to perceived usefulness to purchase attitude is remarkable.

关 键 词：茶叶 网购态度 TAM SEM 

分 类 号：S571.1[农业科学—茶叶生产加工]