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(3)

4.3.1 网上购物行为意图的效度与信度分析······································· 29 4.3.2 网上购物行为意图因子分析······················································· 30 4.4 网上购物使用行为的因子分析 ······························································ 31

4.4.1 网上购物使用行为的效度与信度分析······································· 31 4.4.2 网上购物使用行为因子分析······················································· 31 4.5 相关分析 ·································································································· 32

4.5.1 网上购物影响因素和行为意图之间的相关分析······················· 32 4.5.2 网上购物影响因素和使用行为之间的相关分析······················· 34 4.5.3 消费者网上购物行为意图和使用行为的相关关系··················· 35 4.6 回归分析 ·································································································· 35

4.6.1 大学生网上购物影响因素与行为意图的回归分析··················· 35 4.6.2 大学生网上购物总影响因素与网上购物行为意图回归分析··· 37 4.6.3 大学生网上购物因素与网上使用行为回归分析······················· 38 4.6.4 大学生网上购物总影响因素与网上购物使用行为回归分析··· 39 4.6.5 大学生网上购物促成因素与网上购物使用行为回归分析······· 40 4.6.6 大学生网上购物行为意图与其网上购物使用行为的回归分析40 4.7 大学生特征与其网上购物影响因素关系检验 ······································ 42

4.7.1 样本均值检验··············································································· 42 4.7.2 大学生性别对于其影响网上购物因素的差异··························· 43 4.7.3 大学生有无网上购物经验对于其影响网上购物因素的差异··· 45 4.7.4 大学生月收入（月生活费）对于其影响网上购物因素的差异46

5 结论与建议 ··················································································· 50

5.1 结论 ·········································································································· 50

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5.1.1 大学生网上购物影响因素分类··················································· 50 5.1.2 主成分回归模型··········································································· 50 5.1.3 个人因素与大学生网上购物影响因素分析······························· 51 5.2 量表及模型修正 ······················································································ 52 5.3 建议 ·········································································································· 54

5.3.1 提高网上购物的附加价值，由目前的理性营销转向感性营销，

制造对网上购物有益的社会舆论 ·············································· 54

5.3.2 根据大学生特性，采取不同的营销方式··································· 54 5.3.3 完善网上商店的信息系统、安全系统和物流系统增加网上商店

的安全性和可靠性 ······································································ 55

5.3.4 提高网上商店产品和服务的质量，增加产品的种类··············· 55

6 讨论 ······························································································· 56

6.1 研究局限性 ······························································································ 56 6.2 未来发展方向 ·························································································· 56

附 录 ····························································································· 57 参考文献 ····························································································· 61 后 记 ····························································································· 64

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