基于电子商务环境的潜在网络购物者行为研究
摘要
因特网已经成为企业新的营销渠道，越来越多的消费者已经开始接受网络购物这一新的购物方式。为了更好的发展网络营销，对消费者网络购物的行为态度进行研究是十分必要的。
本文在以往网络消费者行为研究的基础上，对网络消费者的行为进行细分，设计构建了一个影响潜在网络购物者态度的路径分析模型，探讨了在网络环境下，影响潜在网络购物者态度的相关因素和因素之间的关联特征。
本文通过理论和实证相结合的方式，不仅从理论上构建潜在网络购物者态度路径模型，而且通过问卷调查对西安地区的潜在网络购物者进行抽样调查，对调查结果进行了统计分析，使用SPSS软件和结构等式模型方法，从数据方面对模型进行了有效地支持。实证分析的结果验证了模型的可靠性和可用性，最终通过本文的数据分析支持了路径模型提出的六个假设。
潜在网络购物者行为模型阐明了影响潜在网络购物者对网络购物态度的因素和这些因素之间的关联。从理论角度看，这样的细分研究能够更好的反映潜在网络购物者的特征；其次潜在网络购物者行为模型的提出，为后期的潜在网络购物者行为研究提供了良好的基础和研究背景。从实践角度看，模型可为企业研究潜在网络购物者行为时提供可靠的理论支持，为企业从事网络营销活动提供一定的指导作用。
The Internet has become the new channel of marketing. More and more consumers have been adopting this kind of purchasing way. It is necessary that we research on online purchasing behavior and attitude of consumers in order to develop marketing based on web.
This paper divides the online purchasers’ behavior and constructs an attitude path model of potential online purchasers based on the relevant references about online consumers’ behavior. In this model, some factors about affecting the attitude of potential online purchasers and relations of these factors are discussed.
The study has implications for both theory and practice. We not only construct the model, but also support this model hypothesis by the data that is selected from some areas of Xi’an. The data comes from the offline. We apply SPSS software and structure equation model to analyze the data .The practice result shows that reliability and usability of model are enough. At last the data analysis supports the previous hypotheses.
The attitude path model of potential online purchasers demonstrates the factors that influence the potential online purchasers attitudes and relations between these factors. From the theory aspect, this kind of division research can better represent the characteristics of potential online purchasers. The attitude path model of potential online purchasers can provide better basis and background for researchers to study in the further. From practice aspect, this model can provide theory support for companies to apply these conclusions. This research will be helpful to some companies to analyze their marketing opportunities.
本文在以往网络消费者行为研究的基础上，对网络消费者的行为进行细分，设计构建了一个影响潜在网络购物者态度的路径分析模型，探讨了在网络环境下，影响潜在网络购物者态度的相关因素和因素之间的关联特征。
本文通过理论和实证相结合的方式，不仅从理论上构建潜在网络购物者态度路径模型，而且通过问卷调查对西安地区的潜在网络购物者进行抽样调查，对调查结果进行了统计分析，使用SPSS软件和结构等式模型方法，从数据方面对模型进行了有效地支持。实证分析的结果验证了模型的可靠性和可用性，最终通过本文的数据分析支持了路径模型提出的六个假设。
潜在网络购物者行为模型阐明了影响潜在网络购物者对网络购物态度的因素和这些因素之间的关联。从理论角度看，这样的细分研究能够更好的反映潜在网络购物者的特征；其次潜在网络购物者行为模型的提出，为后期的潜在网络购物者行为研究提供了良好的基础和研究背景。从实践角度看，模型可为企业研究潜在网络购物者行为时提供可靠的理论支持，为企业从事网络营销活动提供一定的指导作用。
The Internet has become the new channel of marketing. More and more consumers have been adopting this kind of purchasing way. It is necessary that we research on online purchasing behavior and attitude of consumers in order to develop marketing based on web.
This paper divides the online purchasers’ behavior and constructs an attitude path model of potential online purchasers based on the relevant references about online consumers’ behavior. In this model, some factors about affecting the attitude of potential online purchasers and relations of these factors are discussed.
The study has implications for both theory and practice. We not only construct the model, but also support this model hypothesis by the data that is selected from some areas of Xi’an. The data comes from the offline. We apply SPSS software and structure equation model to analyze the data .The practice result shows that reliability and usability of model are enough. At last the data analysis supports the previous hypotheses.
The attitude path model of potential online purchasers demonstrates the factors that influence the potential online purchasers attitudes and relations between these factors. From the theory aspect, this kind of division research can better represent the characteristics of potential online purchasers. The attitude path model of potential online purchasers can provide better basis and background for researchers to study in the further. From practice aspect, this model can provide theory support for companies to apply these conclusions. This research will be helpful to some companies to analyze their marketing opportunities.
引文
[1] 中国互联网信息中心.中国互联网络发展状况统计报告.2003
[2] 符国群.消费者行为学.武汉:武汉大学出版社,2000.23～144
[3] Solomon Negash.Web-based customer support interface:determinants and indicators:[学位论文].Claremont Graduate University, 2001
[4] Jaeki Song. Internet market and web-design strategies in e-commerce:[学位论文].University of Wisconsin-Milwaukee, 2001
[5] Nichaya Sukpanich and Lei-Da Chen.Measuring consumers’ attitudes to web advertising, Electronic Market,1999,9(1/2):20～40
[6] Paul Learis, John Ingham, Pieere Collerette. Why do people use information technology? a critical review of the technology acceptance model, Information & Management,2003,40(3):191～204
[7] Adams, Dennis A., Nelson, R. Ryan.Perceived usefulness, ease of use and usage of information technology: a replication, MIS Quarterly, 1992,16(2): 227～248
[8] Elena Karahanna, Detmar W. Straub.The psychological origins of perceived usefulness and ease-of-use, Information & Management, 1999,35(4): 237～250
[9] 王希希.消费者网络购物行为的因素研究:[学位论文].浙江:浙江大学,2001
[10] 伍丽君.网上消费者行为分析.湖北社会科学,2001,(12):19～20
[11] 黎志成,刘枚莲.电子商务环境下的消费者行为研究.中国管理科学,2002,10(6):88～91
[12] Pui-Mun Lee .Behavioral model of online purchasers in e-commerce environment, Electronic Commerce Research, 2002,2(1/2):75～85
[13] Aron O’Cass, Tino Fenech .Web retailing adoption :Exploring the nature of internet users web retailing behavior, Journal of Retailing and Consumer Services, 2003,10(2):81～94
[14] Ting-Peng Liang, Hung-Jen Lai.Effect of store design on consumer purchases: van
empirical study of on-line bookstores,Information & Management, 2002,39(6):431～444
[15] Hsipeng Lu, Judy Chuan-Chuan Lin.Predicting customer behavior in the market-space:a study of Rayport and Sviokla’s framework, Information & Management 2002,40(1):1～10
[16] Moon-Bong Lee, Kil-Soo Suh, Jaehoon Whang.The impact of situation awareness
information on consumer attitudes in the internet shopping mall, Electronic Commerce
Research and Application, 2003,2(Autumn): 254~265
[17] 江 林.消费者行为学.北京:首都经济贸易大学出版社,2002.119
[18] C.Ranganathan, Shobha Ganapathy.Key dimensions of business-to-consumer web sites,Information & Management,2002,39(6):457～465
[19] Raquel Benbunan-Fich.Using protocol analysis to evaluate the usability of a commercial web site, Information & Management,2001,39(2):151～163
[20] Chang Liu, Kirk P.Arnett.Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce,Information & Management,2000,38(1):23～33
[21] Chang Liu, Kirk P.Arnett and Chuck Litecky.Design quality of websites for electronic commerce :fortune 1000 webmasters’ evaluations, Electronic Markets, 2000,10(2):120～129
[22] Troy J. Strader and Anthony R. Hendrickson.Consumer opportunity, ability and motivation as a framework for electronic market research, Electronic Market, 1999,9(1/2): 5～8
[23] Patrick Y.K. Chau.On the use of construct reliability in MIS research: a meta-analysis, Information & Management, 1999,35(4): 217～227
[24] Frederick Allen Volk.Internet users’ attitudes and e-commerce behaviors:[学位论文].Wichita State University, 2001
[25] Patrick Y.K. Chau. An empirical investigation on factors affecting the acceptance of CASE by systems developers, Information & Management,1996,30(6):269～280
[26] Segars, Albert H., Grover, Varun.Re-examining perceived ease of use and usefulness: a confirmatory factor analysis. MIS Quarterly ,1993,17(4):517～525
[27] Evrard, Y., Aurier, P.Identification and validation of the components of the person-object relationship, Journal of Business Research 1996,37(2): 127～134
[28] 王苏斌,等.SPSS统计分析.北京:机械工业出版社,2003.394～446
[29] Bruce H. Pugesek.et.Structural equation modeling applications in ecological and evolutionary biology. Cambridge University Press .2003
[30] 郭志刚.社会统计分析方法—SPSS软件应用.北京:中国人民大学出版社,1999.339～355
[31] Doll, William J, Xia, Weidong. A confirmatory factory analysis of the end–user computing satisfaction instrument, MIS Quarterly, 1994,18(4): 453～462
[32] 原桂海,等.统计分析应用教程——SPSS,LISREL&SAS实例精选.北京:清华大学出版社,2003.563～581
[2] 符国群.消费者行为学.武汉:武汉大学出版社,2000.23～144
[3] Solomon Negash.Web-based customer support interface:determinants and indicators:[学位论文].Claremont Graduate University, 2001
[4] Jaeki Song. Internet market and web-design strategies in e-commerce:[学位论文].University of Wisconsin-Milwaukee, 2001
[5] Nichaya Sukpanich and Lei-Da Chen.Measuring consumers’ attitudes to web advertising, Electronic Market,1999,9(1/2):20～40
[6] Paul Learis, John Ingham, Pieere Collerette. Why do people use information technology? a critical review of the technology acceptance model, Information & Management,2003,40(3):191～204
[7] Adams, Dennis A., Nelson, R. Ryan.Perceived usefulness, ease of use and usage of information technology: a replication, MIS Quarterly, 1992,16(2): 227～248
[8] Elena Karahanna, Detmar W. Straub.The psychological origins of perceived usefulness and ease-of-use, Information & Management, 1999,35(4): 237～250
[9] 王希希.消费者网络购物行为的因素研究:[学位论文].浙江:浙江大学,2001
[10] 伍丽君.网上消费者行为分析.湖北社会科学,2001,(12):19～20
[11] 黎志成,刘枚莲.电子商务环境下的消费者行为研究.中国管理科学,2002,10(6):88～91
[12] Pui-Mun Lee .Behavioral model of online purchasers in e-commerce environment, Electronic Commerce Research, 2002,2(1/2):75～85
[13] Aron O’Cass, Tino Fenech .Web retailing adoption :Exploring the nature of internet users web retailing behavior, Journal of Retailing and Consumer Services, 2003,10(2):81～94
[14] Ting-Peng Liang, Hung-Jen Lai.Effect of store design on consumer purchases: van
empirical study of on-line bookstores,Information & Management, 2002,39(6):431～444
[15] Hsipeng Lu, Judy Chuan-Chuan Lin.Predicting customer behavior in the market-space:a study of Rayport and Sviokla’s framework, Information & Management 2002,40(1):1～10
[16] Moon-Bong Lee, Kil-Soo Suh, Jaehoon Whang.The impact of situation awareness
information on consumer attitudes in the internet shopping mall, Electronic Commerce
Research and Application, 2003,2(Autumn): 254~265
[17] 江 林.消费者行为学.北京:首都经济贸易大学出版社,2002.119
[18] C.Ranganathan, Shobha Ganapathy.Key dimensions of business-to-consumer web sites,Information & Management,2002,39(6):457～465
[19] Raquel Benbunan-Fich.Using protocol analysis to evaluate the usability of a commercial web site, Information & Management,2001,39(2):151～163
[20] Chang Liu, Kirk P.Arnett.Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce,Information & Management,2000,38(1):23～33
[21] Chang Liu, Kirk P.Arnett and Chuck Litecky.Design quality of websites for electronic commerce :fortune 1000 webmasters’ evaluations, Electronic Markets, 2000,10(2):120～129
[22] Troy J. Strader and Anthony R. Hendrickson.Consumer opportunity, ability and motivation as a framework for electronic market research, Electronic Market, 1999,9(1/2): 5～8
[23] Patrick Y.K. Chau.On the use of construct reliability in MIS research: a meta-analysis, Information & Management, 1999,35(4): 217～227
[24] Frederick Allen Volk.Internet users’ attitudes and e-commerce behaviors:[学位论文].Wichita State University, 2001
[25] Patrick Y.K. Chau. An empirical investigation on factors affecting the acceptance of CASE by systems developers, Information & Management,1996,30(6):269～280
[26] Segars, Albert H., Grover, Varun.Re-examining perceived ease of use and usefulness: a confirmatory factor analysis. MIS Quarterly ,1993,17(4):517～525
[27] Evrard, Y., Aurier, P.Identification and validation of the components of the person-object relationship, Journal of Business Research 1996,37(2): 127～134
[28] 王苏斌,等.SPSS统计分析.北京:机械工业出版社,2003.394～446
[29] Bruce H. Pugesek.et.Structural equation modeling applications in ecological and evolutionary biology. Cambridge University Press .2003
[30] 郭志刚.社会统计分析方法—SPSS软件应用.北京:中国人民大学出版社,1999.339～355
[31] Doll, William J, Xia, Weidong. A confirmatory factory analysis of the end–user computing satisfaction instrument, MIS Quarterly, 1994,18(4): 453～462
[32] 原桂海,等.统计分析应用教程——SPSS,LISREL&SAS实例精选.北京:清华大学出版社,2003.563～581