创新性感知对新网购平台使用意愿的影响——基于感知风险与感知价值的链式中介视角  

Impact of Perceived Innovation on Usage Intention of New Online Shopping Platforms-A Chain Mediation Perspective Based on Perceived Risk and Perceived V alue

作　　者：肖鹏[1] 谷瑞寒 龙伟[2] 陈一飞[1] XIAO Peng;GU Rui-han;LONG Wei;CHEN Yi-fei(Anhui University,Hefei,Anhui,230601,China;Wuhan Business University,Wuhan,Hubei,430056,China)

机构地区：[1]安徽大学,安徽合肥230601 [2]武汉商学院,湖北武汉430056

出　　处：《武汉商学院学报》2025年第1期29-37,共9页Journal of Wuhan Business University

基　　金：安徽省高等学校哲学社会科学重点研究项目《数字化背景下中国企业国际化双元战略及其对技术创新的影响机制研究》(项目编号:2022AH050021);武汉城市圈制造业发展研究中心开放基金项目(项目编号:WZ2023Z01)。

摘　　要：平台型企业的快速发展导致网络购物平台间竞争日益激烈,创新已成为网络购物平台保持竞争优势的重要抓手。现有关于网络购物平台创新的研究大多从技术人员与组织架构的视角研究产品或服务创新、商业模式创新等对企业绩效的影响,忽视了消费者对创新事物的认知和评判对创新成功的影响。本研究以创新扩散理论、感知风险理论及感知价值理论为理论基础,从感知风险与顾客感知价值的链式中介视角构建消费者新网购平台使用意愿的研究模型。结果表明,创新性感知对新平台使用意愿产生了直接的正面影响,同时通过提升顾客感知价值及降低感知风险产生了间接的影响。此外,顾客感知价值在感知风险与新平台使用意愿间发挥了部分中介作用。最后,本文为新网购平台运营及传统网购平台的创新提出了策略建议。The rapid development of platform enterprises has led to the increasingly furious competition among online shopping platforms,making innovation an important means for them to maintain competitive advantage.Most existing research on online shopping platform innovation focuses on the impact of product or service innovation and business model innovation on enterprise performance from the perspective of technical personnel and organizational structure,ignoring the influence of consumers'perception and evaluation on the success of innovation.Grounded in the innovation dffusion theory,perceived risk theory and perceived value theory,the study constructs a research model of consumers'intention to use new online shopping platforms from the perspective of chain mediation of perceived risk and customers'perceived value.The results show that:(1)perceived innovation has a direct positive impact on the usage intention of new platforms,and has an indirect impact by improving the perceived value of customers and reducing the perceived risk;(2)customers'perceived value plays a partial mediation role between perceived risk and new plaform usage intention.This paper also makes strategic suggestions for the operation of new online shopping platforms and the innovation of traditional online shopping platforms.

关 键 词：平台创新性感知 使用意愿 感知风险 感知价值 平台型企业 

分 类 号：F713.55[经济管理—市场营销] F724.6[经济管理—产业经济]