购物动机对消费者接受和使用手机购物的影响  

Impacts of Shopping Motivations on Customers' Accepting and Using Mobile Shopping

作　　者：聂晶[1] Nie Jing(College of International Exchange,Guangdong AIB Polytechnic College,Gnangzhou 510507,China)

机构地区：[1]广东农工商职业技术学院国际交流学院,广东广州510507

出　　处：《梧州学院学报》2018年第2期17-24,共8页Journal of Wuzhou University

摘　　要：该项研究的主要目的是建构一种理论模型,以解释消费者的购物动机对于接受和使用手机购物这一新兴电子商务模式的影响。数据采集通过"微信"推送网络调查问卷的方式进行(N=325)。模型验证采用的是结构方程。结果表明:功利主义和快乐主义的购物动机可以同时对消费者使用手机购物产生影响。并且快乐主义动机还可以对消费者对于手机购物是否易于使用的认知判断产生正向的影响。本项研究提出的模型对于移动购物产业链上的其他参与者了解和解释最终消费者的行为和需求具有一定的理论与实践意义。The purpose of this study is to develop a theoretical model to explain the impacts of customers＇ shopping motivations on their accepting and using of mobile shopping, a newly emerging electronic shopping mode. Data collection is conducted through online questionnaires on WeChat （ N = 325）. Structure equation is used to verify the proposed model. The results show that hedonic and utilitarian shopping motivations can simultaneously influence customers on their actual use of mobile shopping. Besides, hedonic motivation may has positive impact on the mobile shopping customers＇ perceptive judgment about whether it is easy to do mobile shopping. The model proposed in this study is of some theoretical and practical significance for the other participants in industrial chain of of mobile shopping to understand and explain the behaviour and demand of the end consumers.

关 键 词：手机购物 技术接受模型 购物动机 消费者行为 

分 类 号：F713.55[经济管理—市场营销]