基于TAM的消费者网络团购态度影响的实证研究

伴随着团购网站Groupon在美国的巨大成功,从2010年3月开始,国内掀起了空前的团购热潮,在不到一年的时间里,已由"百团大战"上升到"千团大战"。团购网站如何在这场声势浩大的角逐之中吸引消费者,取得长足发展成为了当前最应该关注的问题。而消费者对网络团购的态度直接决定了其是否会进行网络团购以及选择哪家团购网站。因此有必要对网络团购态度的影响因素进行研究,识别出影响消费者网络团购态度的主要因素。本研究以参加过网络团购或未参加过但对网络团购有了解的人群为调研对象,结合SPSS13.0和AMOS17.0对数据进行了分析和模型检验,以此探讨影响消费者网络团购态度的因素。实证结果表明:感知网络团购有用、感知网络团购易用及感知网络团购风险是影响消费者网络团购态度的关键因素;除娱乐导向外,其他购物导向均会显著影响感知有用或感知风险变量;而人口统计特征对网络团购态度无显著影响。

An Empirical Research on The Consumer Attitudes of Network Group Buying Influence Model Based on The Technology Acceptance Model

With the great success of online group buying website Groupon in the United States,from March 2010,a great number of group-buying websites have been established in a less year.It has been the most concern that online group buying websites how to attract consumers and make great strides in the violent competition.The consumers’ attitude to online group buying determines whether they choose this shopping channel or not and which website they will choose.It’s very necessary to study and identify that which factors influence the consumers’ attitude to group buying.We proceed with empirical study through investigation based on consumers who have taken part in or know about the online group buying and analyze data using SPSS 13.0 and AMOS 17.0 to research the factors that affect the consumer’ attitude.The result shows that perceived usefulness,perceived ease of use,and perceived risks have obvious effects on the consumers’attitude to online group buying,while demographic characteristics have insignificant effects on consumers’attitude.Except the conception of entertainment,the Shopping Goal-Orientations have obvious effects on the variables of perceived usefulness,perceived risks.Lastly,in this paper,based on the above result,some relative suggestions of management and marketing to online group buying websites are proposed by promoting the perceived usefulness,perceived ease of use and reducing the perceived risks.