作　　者： ; ; ; ; ;

机构地区： 广东外语外贸大学政治与公共管理学院应用心理管理系

出　　处： 《心理研究》 2010年第1期59-64,共6页

摘　　要： 电子商务在中国快速发展,但实际消费人数占的比例还很小。本研究基于技术采纳模型,并结合感知质量、信任和感知风险等因子,构建电子商务下消费行为倾向的结构模型。通过对418名大学生进行调查,得出感知质量、感知风险间接影响行为倾向。感知易用、感知有用、信任共同直接影响消费者的行为倾向。建议通过完善电子商务建设,提高消费者感知质量,构建相互信任的互联网购物环境,吸引更多的消费者进行网上购物。 Though Electronic Commerce is developing tion rate is still at a very low level. The structural at a fantastic speed in China, the actual consump- model was built up based on technology acceptance model （TAM） and the sectors consist of perceived quality, trust, perceived risk, etc. After analyzing the survey among 418 university students, we can conclude that perceived quality and perceived risk affect be- havioral intention indirectly. While perceived ease of use, perceived usefulness and trust directly instruct customers ＇behavioral intention. Accordingly we recommend that in order to attract more consumers involved in online shopping, the electronic commercial construction should be improved, perceived quality of customers should be boosted.Moreover, the system in which the customers and the online shop owner can trust each other should be built.

关 键 词： 技术采纳模型 感知质量 信任 感知风险 行为倾向

领　　域： [经济管理] [经济管理] [文化科学] [文化科学] [文化科学]