“互联网+”可持续性商业模式接受度研究——以“飞蚂蚁”平台为例  

Research on the acceptance of sustainable business model based on“Internet+”——Taking the“fei mayi”platform as an example

作　　者：符谢红[1] 韦娜[1] Fu Xiehong;Wei Na(Glorious Sun School of Business and Management,Donghua University,Shanghai,200051)

机构地区：[1]东华大学旭日工商管理学院,上海200051

出　　处：《市场周刊》2023年第7期68-72,124,共6页Market Weekly

摘　　要：可持续发展是个人、企业乃至整个社会为之努力的方向。为识别不同消费群体对可持续性商业模式创新的接受度差异以及考虑到对个体所带来的社会价值,文章将消费者创新性和感知社会价值两个变量与技术接受模型相结合,以探究消费者对基于“互联网+”的可持续性商业模式接受意愿。通过对303位消费者的实证研究发现:消费者创新性会正向影响消费者的认知有用性和认知易用性,进而影响其使用态度及意向;同时,消费者的感知社会价值与其使用态度及意向呈正相关。此外,研究结果还表明认知易用性是影响使用态度及意向的首要因素,个人学历和收入水平在消费者创新性方面存在显著差异等,希望能为企业的后续发展提供一定的启示。Sustainable development is the direction for individuals,enterprises and even the whole society to strive for.In order to identify thedifferences in the acceptance of sustainable business model innovation among different consumer groups and to consider the so-cial value brought to individuals,the article combines two variables,consumer innovativeness and perceived social value,with a technology acceptance model to explore consumers􀆳willingness to accept“Internet+”based sustainable business models.An empirical study of 303 consumers found that consumer innovativeness positively influenced consumers􀆳perceived usefulness and perceived ease of use,which in turn influenced their attitudes and intentions to use;meanwhile,consumers􀆳perceived social value was positively related to their attitudes and intentions to use.In addition,the results of the study show that perceived ease of use is the primary factor influencing attitudes and in-tentions to use,and that there are significant differences in consumer innovativeness by education and income level,which can provide some insights for the subsequent development of companies.

关 键 词：“互联网+” 可持续性商业模式 技术接受模型 消费者创新性 感知社会价值 

分 类 号：F724.6[经济管理—产业经济]