基于技术接受模型理论的跨境电子商务消费者购买意愿研究  

Research on consumer behavior of cross-border e-commerce based on technology acceptance model

作　　者：郎宏文[1] 李博 LANG Hong-wen;LI Bo(Management School, Harbin University of Science and Technology, Harbin 150080, China)

机构地区：[1]哈尔滨理工大学管理学院,黑龙江哈尔滨150040

出　　处：《科技与管理》2018年第1期98-103,共6页Science-Technology and Management

摘　　要：随着互联网时代的发展和全球一体化,跨境电子商务近年来进入快速发展的时代,对于跨境电子商务消费者行为的研究十分必要。根据跨境电子商务的独有特点和消费者购买意愿的相关理论,结合技术接受模型建立跨境电子商务消费者行为模型,采用SPSS和AMOS软件对调查数据进行分析,发现感知有用性、感知风险、主观示范可以直接影响消费者的购买意愿,感知易用和互动性可以通过间接因素最终影响消费者购买意愿,而信任和态度作为间接变量对消费者购买意愿也有重大影响。With the development of the Internet era and global integration, Cross-border e-commerce has also entered a rapid development era in recent years. It is necessary to have a research on consumer behavior of cross-border ecommerce. This paper is based on the charcteristics of cross-border e-commerce and the knowledge of consumer behavior, establishes the model of cross-border e-commerce consumer behavior. The survey data were analyzed through SPSS software and AMOS software. Perceived usefulness, perceived risk and subjective demonstration can directly affect consumers＇ purchasing intention. Perceived ease of use and can ultimately affect consumer＇ s willingness of purchasing intention indirectly. Trust and attitude also have a significant impact on consumers＇ purchasing intetion.

关 键 词：跨境电子商务 消费者购买意愿 技术接受模型 

分 类 号：C93[经济管理—管理学]