基于技术采纳与利用模型大学生网上购物行为影响因素研究(2)

目 录

1 导论 ································································································· 1

1.1 研究背景分析 ······························································································ 1 1.2 本文研究问题提出 ···················································································· 2 1.3 本文研究内容 ···························································································· 3

2 消费者购物影响因素研究评述 ······················································ 4

2.1 技术采纳与利用整合理论（UTAUT）的相关理论 ······························· 4

2.1.1 技术采纳与利用整合理论（UTAUT） ······································· 5 2.1.2 技术接受模型（TAM） ································································ 6 2.1.3 技术任务适配模型（TTF） ························································· 6 2.1.4 理性行为理论（TRA）································································· 7 2.1.5 计划行为理论（TPB） ································································· 7 2.1.6 动机模型（MM） ········································································· 7 2.1.7 复合的TAM与TPB模型（C-TAM-TPB） ······························· 8 2.1.8 PC利用模型（MPCU） ······························································· 8 2.1.9 创新技术扩散模型（IDT） ·························································· 8 2.2 国内外学者对消费者网上购物影响因素研究的文献综述 ···················· 9

2.2.1 国内对消费者网上购物影响因素的研究现状····························· 9 2.2.2 国外对消费者网上购物影响因素的研究现状··························· 11 2.3 对上述研究现状的几点评述 ·································································· 13

3 研究设计 ······················································································· 14

3.1 研究设计与命题假设 ·············································································· 14

3.1.1 研究设计和命题假设··································································· 14 3.2.2 变量测量······················································································· 18 3.3 问卷设计 ·································································································· 20

3.3.1 探索性调研阶段··········································································· 20 3.3.2 正式调研······················································································· 21 3.4 统计方法概述 ·························································································· 22

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4 统计分析与讨论 ··········································································· 25

4.1 样本基本特征分析 ·················································································· 25 4.2 网上购物影响因素因子分析 ·································································· 26

4.2.1 网上购物影响因素信度和效度分析··········································· 26 4.2.2 网上购物影响因素信度分析······················································· 27 4.3 网上购物行为意图的因子分析 ······························································ 29