基于TAM的智慧零售生鲜便利店使用行为研究  

Research on Using Behavior of Smart Retail Fresh Convenience Store based on TAM

作　　者：张晓妮 张宇璇 张涛[1] ZHANG Xiaoni;ZHANG Yuxuan;ZHANG Tao

机构地区：[1]烟台大学经济管理学院,山东烟台264005

出　　处：《商业经济》2020年第3期59-61,共3页Business & Economy

基　　金：烟台大学大学生创新创业训练计划项目(201911066008)。

摘　　要：为探究消费者使用智慧生鲜便利店的影响因素,提升智慧生鲜便利店的服务水平,在进行文献梳理的基础上建立研究模型和研究假设,并设计问卷进行实证研究,运用SPSS和SmartPLS软件进行分析。研究结果表明:智慧生鲜便利店消费者的感知易用性对感知有用性、感知易用性和感知有用性对使用态度、使用态度对行为意图均具有显著正向影响。基于研究结果,建议相关企业提升消费者对产品和服务的感知易用性、感知有用性,不断提升服务质量和品牌形象。In order to explore the influencing factors of consumers'use of smart fresh convenience stores and improve the service level of smart fresh convenience stores,a research model and research hypothesis are established based on literature review,and a questionnaire is designed for empirical research,and SPSS and SmartPLS software are used for analysis.The results show that consumers'perceived ease of use has a significant positive impact on perceived usefulness,perceived ease of use and perceived usefulness on use attitude and use attitude on behavioral intention.Based on the results of the study,it is suggested that relevant enterprises improve the perceived ease of use and perceived usefulness of consumers'products and services,and continuously improve the service quality and brand image.

关 键 词：智慧零售 生鲜便利店 科技接受模型 

分 类 号：F721.7[经济管理—产业经济]