消费者冲动型特质对线上渠道选择的影响
Journal: Economics DOI: 10.12238/ej.v7i12.2190
Abstract
本文基于TAM模型,将消费者冲动型特质纳入模型中,通过121个消费者的数据,应用分层回归方法实证检验了消费者冲动型特质、线上渠道感知有用性和易用性、线上渠道选择态度和使用意向之间的关系。研究发现：冲动型特质会正向影响对线上渠道的感知有用性和易用性；线上渠道感知易用性会正向影响线上渠道感知有用性；线上渠道感知易用性和有用性会正向影响线上渠道选择态度；线上渠道感知有用性和线上渠道选择态度会正向影响线上渠道使用意向。最后,本文给出了对企业的启示。
Keywords
TAM模型；冲动型特质；线上渠道
Full Text
PDF - Viewed/Downloaded: 0 TimesReferences
[1] Schroeder H,Zaharia S.Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer[J].Journal of Retailing & Consumer Services, 2008,15(6):452-468.
[2] Verhoef P C,Neslin S A,Vroomen B.Multichannel customer management:Understanding the research-shopper phenomenon [J].International Journal of Research in Marketing, 2007,24(2):129-148.
[3] Konu U,Verhoef P C,Neslin S A.Multichannel Shopper Segments and Their Covariates[J].Journal of Retailing,2008,84 (4):398-413.
[4] 胡正明,王亚卓.基于中国多渠道情境下消费者购买选择研究[J].东岳论丛,2011,32(004):178-180.
[5] 安诗芳,万江平.基于TAM的网上购物意向综合模型[J].情报杂志,2007(05):52-55.
[6] Dennis W.Rook,Robert J.Fisher.Normative Influences on Impulsive Buying Behavior[J].Journal of Consumer Research, 1995,22(3).
[7] Dimitris A.Drossos,Flora Kokkinaki,George M.Giaglis,Kon stantinos G. Fouskas. The effects of product involvement and impulse buying on purchase intentions in mobile text advertising[J].Electronic Commerce Research and Applications,2014,13(6).
[8] Paula Rodríguez-Torrico,Rebeca San José Cabezudo,Sonia San-Martín.Tell me what they are like and I will tell you where they buy.An analysis of omnichannel consumer behavior [J].Computers in Human Behavior,2017,68.
[9] 谢新洲,安静,王尧.基于技术接受模型的微信用户信息发布行为研究[J].情报学报,2015,34(08):801-808.
[10] 刘遗志,汤定娜.感知价值对消费者移动购物意愿的影响研究——基于TAM和VAM理论模型[J].兰州学刊,2015,(04):169-175.
[11] 李琪.我国消费者支付宝钱包使用意向研究——基于TAM和IDT理论[J].大连理工大学学报(社会科学版),2018,39(1):23-29.
[2] Verhoef P C,Neslin S A,Vroomen B.Multichannel customer management:Understanding the research-shopper phenomenon [J].International Journal of Research in Marketing, 2007,24(2):129-148.
[3] Konu U,Verhoef P C,Neslin S A.Multichannel Shopper Segments and Their Covariates[J].Journal of Retailing,2008,84 (4):398-413.
[4] 胡正明,王亚卓.基于中国多渠道情境下消费者购买选择研究[J].东岳论丛,2011,32(004):178-180.
[5] 安诗芳,万江平.基于TAM的网上购物意向综合模型[J].情报杂志,2007(05):52-55.
[6] Dennis W.Rook,Robert J.Fisher.Normative Influences on Impulsive Buying Behavior[J].Journal of Consumer Research, 1995,22(3).
[7] Dimitris A.Drossos,Flora Kokkinaki,George M.Giaglis,Kon stantinos G. Fouskas. The effects of product involvement and impulse buying on purchase intentions in mobile text advertising[J].Electronic Commerce Research and Applications,2014,13(6).
[8] Paula Rodríguez-Torrico,Rebeca San José Cabezudo,Sonia San-Martín.Tell me what they are like and I will tell you where they buy.An analysis of omnichannel consumer behavior [J].Computers in Human Behavior,2017,68.
[9] 谢新洲,安静,王尧.基于技术接受模型的微信用户信息发布行为研究[J].情报学报,2015,34(08):801-808.
[10] 刘遗志,汤定娜.感知价值对消费者移动购物意愿的影响研究——基于TAM和VAM理论模型[J].兰州学刊,2015,(04):169-175.
[11] 李琪.我国消费者支付宝钱包使用意向研究——基于TAM和IDT理论[J].大连理工大学学报(社会科学版),2018,39(1):23-29.
Copyright © 2024 叶世平
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License