基于ECM的团购网站继续使用行为实证研究

当今网络团购已成为电子商务的新兴力量,大量团购网站涌现。以团购网站为研究对象,基于期望证实模型(ECM)构建了影响团购网站继续使用行为的因素研究模型(该模型包含感知有用、感知经济性、感知愉悦、信任、满意、证实、继续使用意愿等7个因素),并对用户使用团购网站后影响其继续使用行为的因素进行了实证分析和验证。结果显示:用户的预期感受与实际使用后的证实程度对感知经济性、感知有用、满意有显著影响;感知经济性、感知有用、满意等3个因素对用户的继续使用意愿有显著影响,而信任因素对使用意愿的影响不显著。

An Empirical Study on Continual Use Behaviors of Group Purchase Website Based on ECM

Online group purchase has become a promising impetus in the era of electronic commerce,which is featured by a large number of group purchase websites.In this paper,based on the Expectation Confirmation Model(ECM) with some adjustment,some group purchase websites are selected as the research object and the structural equation model is introduced in the empirical analysis of the theory and assumptions.The factors of the consumers’ continual use intention after initial use is studied and the model is verified.The research model consists of seven factors including perceived usefulness,perceived economy,perceived enjoyment,trust,satisfaction,conformation and continual use intention.Nine assumptions are also presented in this paper.The result shows that the consistency between consumers’ expectation and user experience greatly influence perceived usefulness,perceived economy and satisfaction,which in turn,imposes significant impacts on the customers’ continual use intention,yet factors like trust has no significant effect on the continual use intention.