网络调查的概念整合模型研究

网络调查作为一种方便易用、目标群明确、成本低、灵活性强的调查方法，在电子商务等领域的新产品开发、服务质量研究和客户保持中具有潜在的实用价值。但是，网络调查的回复率呈现逐年下降趋势。虽然国内外学者对不回复或不愿参与自填问卷调查的原因进行了大量的研究，但这些研究多数是从某一角度展开的，很少有研究者解决了在线环境下的不回复问题。本文在考察了现有关于网络调查不回复问题的文献基础上，基于计划行为理论（TPB）模型，提出了网络调查的概念整合模型，该模型综合了有关网络调查中不回复原因的研究成果，可用于分析在线环境下不回复问题，为完全解决网络调查完全不回复问题奠定了基础。

An Integrated Conceptual Model in Web-based Survey

As an easy-using,appearing to certain target group,low cost,and high flexible survey method,web-based survey has practical potential in such ebusiness fields as new-product development,service quality research,customer retention.However,the response of the web-based survey is becoming declining.Although there are numerous studies aimed at exploring the causes of the nonresponse and noncompliance with requests to participate in self-administered surveys,much less researches have conducted to solve the nonres...