虚拟社区网络团购消费者使用意向影响因素研究

依托于新兴的虚拟社区网络团购的特征,以理性行为理论、技术接受模型为基础,以SPSS 19.0为分析工具,运用多元线性回归分析法进行实证研究,探讨虚拟社区网络团购中外部变量对消费者使用意向的作用机制。数据分析表明,外部变量各因子通过感知有用性和感知易用性影响消费者使用态度,进而影响消费者使用意向。其作用机理为感知有用性和感知易用性正向影响消费者使用态度,影响感知易用性的因子有互动环境、信息有效性、产品质量和团购网站服务质量,影响感知有用性的因子有互动频率、互动程度、信息有效性、产品质量、产品价格、团购网站服务质量、物流服务质量和感知易用性。最后根据研究结果提出了虚拟社区团购网站的运营管理建议和发展方向,以提升用户使用意向。

Influencing Factors of Consumers Use Intention in Virtual Community Group-buying

Based on the characteristics of emerging virtual community group-buying, the theory of rational be- havior and the technology acceptance model, by using SPSS 19.0 as the analysis tool and the multivariate linear regression analysis method for the empirical research, the mechanism of action between exogenous variables and the intention of consumers＇ using virtual community group-buying is explored. Data analysis shows that these factors of exogenous variables influence consumers＇ use attitude through perceived usefulness and perceived ease of use and then affect consumers＇ use intention. The mechanism of action is that perceived usefulness and per- ceived ease of use positively influence consumers＇ use attitude. Factors that affect the perceived ease of use are the interactive environment, the validity of information, the quality of product and the quality of group-buying service. Factors that affect the perceived usefulness are the frequency of interaction, the degree of interaction, the validity of information, the quality of product, the price of product, the quality of group-buying service, the quality of logistics service and perceived ease of use. According to the research results, advices about the opera- tional management of the virtual community group and the development direction are given, in order to enhance the consumers＇ use intention.