| 消费者网络团购参与意愿分析 |
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| 引用本文： | 张芳芳,张国政,杨曙,朱文萍.消费者网络团购参与意愿分析[J].科技与管理,2012,14(3):33-37. |
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| 作者姓名： | 张芳芳 张国政 杨曙 朱文萍 |
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| 作者单位： | 湖南农业大学商学院,湖南长沙,410128 |
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| 基金项目： | 教育部人文社会科学研究青年基金 |
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| 摘 要： | 网络团购已成为近两年最流行的购物方式之一。然而,随着团购网站的高速发展,网络团购市场也出现了阻碍其发展的一些问题,所以有必要对消费者网络团购参与意愿进行研究,帮助团购网站增强营销能力。在对技术接受模型及其相关理论进行回顾的基础上,构建网络团购的消费者参与意愿模型,并进行实证研究。通过问卷调查收集相关数据,运用spss 13.0进行数据分析以验证各个变量间的关系以及该模型的合理性。
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| 关 键 词： | 网络团购 团购网站 技术接受模型 信任 参与意愿 |
Analysis of willingness to buy in the consumer network |
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| ZHANG Fang-fang,ZHANG Guo-zheng,YANG Shu,ZHU Wen-ping.Analysis of willingness to buy in the consumer network[J].Science-Technology and Management,2012,14(3):33-37. |
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| Authors: | ZHANG Fang-fang ZHANG Guo-zheng YANG Shu ZHU Wen-ping |
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| Institution: | (College of Business,Hunan Agricultural University,Changsha 410128,China) |
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| Abstract: | Network group buys as a new kind of Internet shopping way has become one of the most popular shopping ways.However,with the high-speed development of Groupon,some problems appeared in the market which may hinder its development.Therefore,it is necessary to research Network group buys’s willingness to participate Groupon,enhancing the marketing ability of Groupon.Based on the review of the technology acceptance model and its related theory,this paper constracts the model of Network group buys willingness to participate,and conducts empirical research.This article collects data through the questionnaire survey,applying SPSS 13.0 to analyzes the data to validate the relationship between variables and the rationality of the model. |
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| Keywords: | network group buys groupon TAM model reliance willingness to participate |
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