[1]邵继红,陈 满. 消费者网络购买意愿的影响因素分析——一个有调节的中介模型[J].湖北工业大学学报,2020,(6):54-59+70.
 SHAO Jihong,CHEN Man. Research on Factors Influencing College Students’ Willingness to Shop Online-A Regulated Intermediary Model[J].,2020,(6):54-59+70.
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 消费者网络购买意愿的影响因素分析
——一个有调节的中介模型
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《湖北工业大学学报》[ISSN:1003-4684/CN:42-1752/Z]

卷:
期数:
2020年第6期
页码:
54-59+70
栏目:
湖北工业大学学报
出版日期:
2020-12-21

文章信息/Info

Title:
 Research on Factors Influencing College Students’ Willingness to Shop Online
-A Regulated Intermediary Model
文章编号:
1003-4684(2020)06-0054-06
作者:
 邵继红 陈 满
 湖北工业大学经济与管理学院, 湖北 武汉 430068
Author(s):
 SHAO Jihong CHEN Man
 School of Economics and Management, Hubei Univ. of Tech., Wuhan 430068, China
关键词:
 网购经验 感知易用性 感知风险 网购意愿
Keywords:
 online shopping experienceperceived ease of useperceived riskonline shopping intention
分类号:
C93
文献标志码:
A
摘要:
 依据技术接受模型,以在校大学生为研究对象,构建影响大学生网络购买意愿的理论模型。基于417份问卷数据,实证分析了网购经验、感知易用性、感知风险与网购意愿之间的关系和相互作用机制。结果表明:网购经验正向影响网购意愿;感知易用性在网购经验与网购意愿之间起部分中介作用;感知风险负向调节感知易用性和网购意愿间的关系。
Abstract:
 This paper is based on the technology acceptance model, taking college students as the research object and constructing a theoretical model that affects college students’ intention to shop online. Based on 417 questionnaire data, the relationship and interaction mechanism between online shopping experience,perceived ease of use,perceived risk and online shopping intention are empirically analyzed. The results show that online shopping experience positively affects online shopping intention;perceived ease of use plays an intermediary role between online shopping experience and online shopping intention;Perceived risk negatively regulates the relationship between perceived ease of use and online shopping intention.

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备注/Memo

备注/Memo:
[收稿日期] 2020-09-11
[第一作者] 邵继红(1970-),女,湖北钟祥人,湖北工业大学教授,研究方向为企业管理
[通信作者] 陈   满(1995-),男,湖北武汉人,湖北工业大学硕士研究生,研究方向为企业管理
更新日期/Last Update: 2020-12-18